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Creativeland Asia wins global mandate for Micromax

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | January 15, 2016
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Lowe held the business until November last year.

Micromax Informatics has appointed Creativeland Asia (CLA) as its creative agency on record. CLA will handle the entire integrated design and communication mandate for Micromax globally. The mandate was won following a multi-agency pitch held last month.

micromax logo

Shubhajit Sen

Sajan Raj Kurup

Micromax will be handled by Creativeland's Mumbai and Delhi offices. The agency is also putting together a global design team from Amsterdam and New York to work on the mandate.

Commenting on the development, Shubhajit Sen, chief marketing officer, Micromax Informatics, says, "The agency has demonstrated great understanding and passion along with a clear vision and articulation for the way forward on the brand. It will help enhance our consumer connect and create some unconventional campaigns as we get into our next growth phase."

Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, adds, "This is perhaps the most exciting product category to be associated with anywhere in the world right now. And, when Micromax, one of the world's largest mobile phone makers, has mandated us to take it to the next level across the globe, things can't get more exciting. The fact that Micromax has been challenging giants and doing the unthinkable in the last decade is in itself a philosophical wave-length match for us. We are ready to bring the best out of us."

Micromax Informatics is an Indian consumer electronics company. The brand's product portfolio has more than 60 models ranging from feature rich, dual-SIM phones, 3G Android smartphones and tablets to LED televisions and data cards. The company claims to have introduced the 30-day battery back-up, dual-SIM phones, QWERTY keypads, universal remote control mobile phones and first quad-core budget smart phones into the mobile handset market.

Micromax has operations across Russia and SAARC markets as well. In India, it claims to sell more than three million mobility devices every month, with a presence in more than 560 districts through 1,30,000 retail outlets.

Founded in 2007 by Sajan Raj Kurup, Creativeland has handled brands such as Cinthol, MTS, CCD, Frooti, The Indian Express, Audi, Mercedes, Godrej Expert and Godrej No.1. It was also involved in the launch of Godrej aer, Protekt and Hippo.

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