Micromax in reinvention mode

By: | Published: May 24, 2016 6:50 AM

Micromax, having taken on a new look and feel, is ready to fuel its global ambitions further, with its eyes set on becoming one of the top five mobile manufacturers globally

Micromax Informatics has never been the kind of brand that has underplayed its global aspirations. The company’s recent emergence with a new look, global 360 degree communication and a spanking new proposition, is only testament to that. Micromax has leaped from being Nothing like Anything to a new tagline, Nuts. Guts. Glory, as revealed earlier this month.

Dubbed ‘Micromax 3.0’, the refreshed form of the brand was arrived at by

Creativeland Asia. “The first step has been to take the brand from being a commoditised phone manufacturer to presenting its philosophy,” says Sajan Raj Kurup, founder and creative chairman, Creativeland Asia. “The ad film has been very disruptive and this is just the beginning. These are just the signs of where this brand needs to be.” The current campaign has six TVCs in total.

Two of the TVCs, one each for mobile phones (Prepare for Glory) and LED TV (Bring Home the Stadium featuring Harsha Bhogle) are currently on-air. Micromax had brought Hollywood actor Hugh Jackman on board in 2013 as its brand ambassador. However, the recent communication does not feature Hugh Jackman. This has been done to keep the focus on the brand’s revamped personality and not to give it the celebrity treatment. The current campaign has been launched mid-IPL. Post the sporting event, the brand will direct its communication across sports, music and movie genre TV channels, while also leveraging digital.

Shubhajit Sen, chief marketing officer, Micromax Informatics, says the brand needed to arrive at a refreshed image as India’s mobile marketing is getting cluttered with competitor intensity going up. The brand wishes to be ready for a period where it estimates that in the next couple of years, a large portion of Indians will live in a world of interconnected devices; where Micromax hopes to go beyond hardware needs to integrated system needs, Sen adds. The brand is looking to go beyond its image of being a phone-only manufacturer; the core aim, however, remains to become the fastest growing mobile brand in India.

Micromax, reportedly, is looking at a 2020 deadline to make it to the top five global mobile phone players list. Last year saw the company making it to the tenth spot as part of the top 10 global mobile manufacturer brands (source: Gartner’s Q3 2015 report). As per Counterpoint’s Q3 2015 report, Micromax ranked as the third largest phone company in Russia. Commenting on furthering the brand’s global ambitions, Sen says, “Right now we are in the process of deciding which new markets to aim for. But our success in Russia suggests we can make it work in both developing as well as developed markets.”

The company’s aim is to enter and establish a foothold in markets which overall can give it about two billion consumers. “If we can cumulatively have access (to two billion consumers), we think we can get enough of a share to break into the top five,” he adds.

The company is targeting 18 to 20 year-olds for the mobile offerings, whereas for the LED TV segment, the brand is looking to reach people who are in their twenties, ranging from the ones in their first jobs to those buying their first homes.

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