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Micromax - MAdly in love with ads

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Micromax - MAdly in love with ads

Have you ever thought that you could also get paid for watching ads on your phone? Micromax has launched the Mad A94 phone with the app that pays you for watching ads. The brand has developed a set of four ads highlighting this unique feature. The users have to dial a call, watch an ad and get points. The points that are accumulated can be redeemed against recharge vouchers.

The MAd campaign promotes the product by paying tribute to few iconic Indian ads in a humorous manner, by showcasing story sketches which Indian consumers can remember. The idea is to showcase the love for advertising within brand-oriented consumers and an opportunity to get monetary benefits of pursuing entertainment. The campaign captures the love and recognition that consumers associate with their favourite ads and how this appreciation can be turned into their benefit in the form of bill waive offs, extra talk time, SMS, and other VAS products offered by the operators.

Conceptualised by Lowe Lintas and Partners, the ads depict people from different walks of life passionately describing their favourite ads to their friends/ colleagues. These ads include the 5 Star Ramesh-Suresh commercial, the Liril jingle and the Vodafone ad featuring the pug. The campaign was kicked off with a couple of teasers on TV and a ‘Guess the ad’ contest on Twitter and Facebook.

Shubhodip Pal, Chief Marketing Officer, Micromax elaborated, “Micromax Advertising Application – Mad – is our unique attempt to create a win-win for the Mobile Eco-system, where our customer not only gets delighted with the device hardware, but also with the unique application that will be supported across all GSM telecom operators and works well for both prepaid and post-paid customers. The launch of the MAd is being supported by a clutter-breaking 360 degree marketing campaign across print, online and TV. The digital leg of the campaign, ‘Guess the Ad Campaign’, has received an overwhelming response from the ad-crazy audiences across social media platforms. First of its kind, the campaign is truly a tribute to the advertising world appreciating some amazing advertisements by leading brands.”

Sriram Iyer, Executive Creative Director, Lowe Lintas and Partners added here, “It is one of those rare times in advertising when the product story is genuinely new and inventive. The campaign, therefore, had to do justice. In my opinion, in the process of telling the story of ‘MAd Call’, we’ve also managed to pay tribute to the world of Indian advertising too.”

Are you love-struck with ads?

Expert take
According to Bodhisatwa Dasgupta, Creative Director, Grey Worldwide, the ads are quite funny, well scripted and well directed too. He added, “People hate ads. I make ads, and even I hate them. Point is this – advertising is a rude interruption in our lives. We switch our remotes on ‘mute’ when an ad appears on TV. So, why would someone willingly watch them is beyond me. There’s the reward angle of course, but I’m sceptical about that. Think of it, every time you want to make a phone call, you have to watch a blasted 30-second commercial first. As far as the race of impatient people goes, I’m not so sure it’ll click. Having said that, I think the innovation of the whole thing is just brilliant. Make free calls by watching ads. Wow, wish I’d done that kind of moment.”

He further said, “As far as communication goes, yes it will connect with the audience. As far as the product goes, as I said, I’m not so sure people will like the fact that they have to sit through an ad before they have to make a call. But, we’re an unpredictable race. One never knows, and least of all, I.”

Our take
Micromax has once again created a feature that is unconventional and extremely innovative. Nobody can think of getting paid for watching an ad in their wildest of dreams. Consumers generally change the channel as soon as an ad appears because it is a mindless intrusion during their favourite show. The concept of paying tribute to few iconic Indian ads is brilliant. All the films have been executed very well. They are humorous, catchy and will connect with the audience. Especially, the 5 Star Ramesh and Suresh commercial is a perfect pick.

But whether people will appreciate watching an ad while calling remains a big question because they already consider ads as an interruption. However, associating monetary benefits with watching an ad might draw attention. It is a very clever strategy adopted by the brand. At least it has generated word-of-mouth buzz about this unique app, which might work in favour of the brand because nowadays consumers are willing to try new and innovative formats. This ad celebrates the iconic work done by the industry with a whole new twist. So, once a stunner from Lowe Lintas, but the whole question of watching an ad while calling still remains.

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