Indian handset marketer Micromax has appointed Hollywood actor Hugh Jackman as brand ambassador. For starters, he will endorse the brand's new smartphone, Canvas Turbo, to be launched in the Indian market shortly. A teaser campaign featuring Jackman is already doing the rounds online and on Indian TV channels. It's a short film featuring Jackman who utters the words 'Nothing like anything', the brand's promise and tagline.
In the words of Shubhodip Pal, chief marketing officer, Micromax, Jackman embodies "the aspirational, reinventing and fearless persona of Micromax." The move is in sync with the brand's plans to expand its footprint across international markets. The association with the actor will help establish connect with the brand's global consumers. An advertising campaign across print, TV and online platforms is underway.
The real question is: Will the final multi-media campaign featuring Jackman be released only across international media or on mainstream Indian media channels as well? According to team Micromax, the launch of Canvas Turbo will serve to "revolutionise the smartphone experience" for its users by "democratising technologies for the masses."
While it can be argued that penetration of Hollywood films in India is high, to the bulk of the masses, Jackman is just another handsome, white model. But come to think of it, even if the masses regard Jackman as a nameless model, it may not be an entirely wasted effort. After all, the brand has been trying to transcend its 'Chinese-trading company' image and come across as a premium brand. In fact, that's why we see so many whites in the brand's ad films.
Lending clarity on the TG, Pal tells afaqs!, "As Canvas Turbo is being launched in India, the TVC would be aired on Indian TV channels. The television campaign in India will be supported by a robust 360 degree campaign to bring alive this new experience for our audiences across print and online platforms in India."