afaqs!

Micromax appoints Lintas Media Group for digital marketing

By Kapil Ohri , afaqs!, New Delhi | In Digital | December 07, 2010
Though the paperwork to officially hire LMG is in its final stages; the agency has already activated its first campaign online.

Mobile handset company, Micromax, has appointed Lintas Media Group (LMG) to handle digital media planning and buying. The paperwork to officially hire LMG is in its final stages. The creative part of the digital business will be handled by the mobile company itself.

A source has confirmed the development to afaqs!.

The size of account could not be ascertained at the time of filing this report. Surprisingly, the agency has already activated its first campaign online. Titled "What will you do to get your first Android?", the campaign went live yesterday on the horizontal site, In.com.

Micromax was inactive on the digital marketing front so far. However, the appointment of LMG indicates that the mobile company is now all set to utilise paid digital media marketing to connect with its target audience.

The mobile handset company has already started leveraging social media marketing, for which it has tied up with NOIDA-based social media agency, Media Redefined. In the last week of November, the mobile company and Media Redefined conducted a bloggers' meet in New Delhi for Micromax's new Android-based phones. Details of the meet are available at Mediaredefined.com blog. The mobile company is also present on Twitter (Twitter.com/mmxsurprise; 1,263 followers) and Facebook (Facebook.com/Micromaxinfo; 19,120 fans).

For the record, Lowe Lintas also handles the creative business (mainline) of Micromax. The media mandate (mainline) is handled by ZenithOptimedia.

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