CreativeLand Asia won the global mandate for Micromax in January last year as the creative agency on the back of a multi-agency pitch. Now in an interesting turn of events, the agency has parted ways with Micromax Informatics in March this year.
Confirming the news to exchange4media Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, “While we were very excited to bring Micromax on board last year, over the course of time we have been raising concerns over their payment culture. Over a period of time, looking at their cost pressures post demonetization, volatility of the category, change in plans and of course the large outstanding they are yet to clear with us, we decided not to renew the contract further post March this year. We are proud of the work we have done for Micromax especially the rebranding, logo change and the Micromax Unite4 campaign that won multiple prestigious awards in the market.”
“At the same time we also wanted to make our stand very clear in the advertising industry where outstanding and delayed payments are a rampant practice. There must be a united call for regularizing payments and giving the agencies their due. We wish Micromax the very best and hope our outstanding payments are cleared at the earliest. We hope to come back into the category stronger very soon,” he added.
Micromax did not comment on issue when exchange4media reached out on this issue at the time of filing this report .