If Micromax's new ad film were a person, we'd call him loud, audacious and aggressive.
The copy goes:
"Hey! We're paying a lot of money for this. So, you better pay attention. We are Micromax. May be you've heard of us. Now, some of you may have bought our phones. And, some of you may have not. But here's the thing about us. We're not made in California. And we don't have a fruit for a logo."
"You know what we are - one of the top 10 phone makers in the world! We're not exclusive. We're inclusive! We brought phones to every town. And built them to last an entire month on a single charge. We have phones that are bigger than your face and slimmer than your pinky finger."
"We make hardware. We make software. And we make it available everywhere. We've gone all in. We've gone all out. And you know what... We're only just getting started. 'Coz we're nuts. And we've got guts. So prepare for glory."
The campaign attempts to establish an emotional connect with the 15-25 year old from SEC A and looks to build aspirational value for those in the same age group from SEC B and C.
About the new logo Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, says, "The new identity of Micromax is an evolution of the 'fist with the phone' logo." The brief, he says, was to "refine the logo, simplify it, make it more international and design it for the future."
Kurup adds, "We created a modular logo that can be used as a single line, a logo stack and as a crest as well." (see images)
Loud And Clear?
In the opinion of Joono Simon, CEO and chief creative officer, Brave new world, a Bengaluru-based integrated communications agency, it's a "good tactical move to play the "working class hero card against elitism and exclusivity in a market led by giants with huge credentials."
"It is a clarion call to unite all Apple antagonists," he says, adding, "The 'Lead. Don't follow' strategy works well."
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