Micromax, Lowe, mutually agree to part ways

Confirming the development, an official statement from Micromax states, "Micromax and Lowe Lintas had a wonderful relationship and this mutually beneficial partnership has helped Micromax to become a leading brand in India, with a differentiated and strong equity with consumers. As we reviewed the way forward, we understood that we have differences in our vision for the brand and the category, and therefore, agreed to part ways at this juncture."

One of the most recent campaigns the agency created for the brand was with Hollywood actor Hugh Jackman as brand ambassador. The campaign promoted Canvas Sliver 5, touted as 'the slimmest phone ever', and targetted the up-market, urban youth.