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Micromax flaunts Sunburn

By Devesh Gupta , afaqs!, New Delhi | In OOH News | December 26, 2012
The handset manufacturer has put up a large number of slides at the Goa airport to promote its brand as it hosts the Sunburn festival 2012. Through the campaign, it also aims to promote two new products, LED TVs and its Canvas range of phones.

Micromax, the third largest mobile handset manufacturer in India, has taken up a full-fledged branding exercise in Goa to promote its handset brand, along with its newly launched LED TVs and Canvas range of phones. As the title sponsor for the event, it will host the Sunburn festival 2012 that will be held from December 27-29 in Goa.

Micromax LEDs at Goa Airport

More than 65,000 people are expected to attend the sixth edition of the dance and music carnival, which began in 2007. To grab eyeballs, Micromax has put up more than 37 LED display units at the Goa airport. The orange coloured LED screens promote Micromax's LED TVs and boast of the brand's association with the Sunburn festival. They carry the catch line, 'Live. Love. Dance'.

Another LED creative promotes the company's new Superphones and carry the catch line, The Brilliance of 16 million colours'.

Shubhodip Pal, chief marketing officer, Micromax, says, "The branding exercise is intended to grab attention of the large number of people who are expected to visit Goa this season."

Shubhodip Pal

Micromax has taken up the branding exercise in association with TDI International. The branding at Goa airport will continue till the end of January.

Pal explains that as the title sponsor for Sunburn 2012, the brand wanted to add a surprise for consumers just when they land at the airport and give them a feel of what awaits them.

The campaign is extended to radio, out of home as well as television. The latest TVC was rolled out on December 25 during the India-Pakistan match.

Though Pal refuses to divulge details of the marketing spend around the campaign, he clarifies that the brand will soon release a full-fledged brand campaign on its Canvas series of handsets. Earlier in the year, Micromax won the complete branding rights for a metro station in Delhi-NCR that will be functional in early 2013.

Micromax claims to be the 12th largest handset manufacturer in the world and is present in 14 countries across the globe including Hong Kong, Bangladesh, Nepal, Sri Lanka, Maldives, UAE, Kingdom of Saudi Arabia, Kuwait, Qatar, Oman, Afghanistan and Brazil.

Its product portfolio includes more than 60 models, ranging from feature rich, dual-SIM phones to QWERTY, touch-enabled smart-feature phones and 3G Android smartphones.

The mobile handset manufacturer recently announced its foray into the television segment with the launch of a range of LED TVs that will be assembled at its new facility in Rudrapur, Uttarakhand. The company plans to invest Rs 100 crore in it.

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