Top Story

e4m_logo.png

Home >> Marketing >> Article

Local to global in 16 months – The Micromax story

31-March-2014
Font Size   16
Share
Local to global in 16 months – The Micromax story

‘Products are made in factories and brands are made in the minds of the consumers’ is the simple philosophy that Micromax - the buzziest brand in the mobile phone category believes in and so does its CMO, Shubodip Pal. While speaking at the Pitch CMO Summit Delhi, Pal was no less than the personification of the brand itself – a brand that is bold, progressive, and young; a brand that knows exactly what it wants and what it wants to deliver.Paltalked about the16 month journey of Micromax, from going local to global with all the ‘power in the belly’.
“The first Indian hardware brand to go global, the very thought makes me jump out of bed and go to Micromax everyday. One thing that helped tremendously was that the founders had a very clear vision and probably that has kept the brand intact till now,” he said.With Canvas 4, Micromax called a war at almost all fronts in marketing. Every month there was a campaign and never was the brand out of sight of the consumer. Signing Hugh Jackman was one of the boldest moves that worked hugely in favour of the brand. The MMS (Movies, Music and Sports) strategy has also worked for Canvas all this while. For a highly focused target audience, the brand has been clear about what genre of MMS they would like to be associated with, which is Electronic Dance Music (EDM). Thus, Miccromax has brought names like Enrique Iglesius and Deadmau5 to the country.
Micromax has been very aggressive in promoting its Canvas series and has entered a difficult international market – Russia. But the whole story of Micromax from being nowhere to the second leading smartphone brand in the country is about believing in the fire within you. Micromax has been clear in its vision and is not afraid of taking the brand to the next level where it’s ready to fight with international giants.

Tags

Murthy hinted on a launch of a digital product sometime soon as competition continues to heat up

Anil Uniyal, CEO, Bloomberg|Quint, on his business objectives, the reason behind pushing back the launch of the channel and more

Oracle India believes that marketing has entirely evolved because of the change in the buying process of customers

Dennis Oudejans, CEO, AdVoice, on the journey so far, targeted AdVoice networks and his vision for the company

The film has been conceptualised by JWT and brilliantly leverages the insight that there are endless ways to win your partner back after a tiff

Amazon ruled BARC's Top 10 Brands and took the tenth spot in Top Advertisers for Week 41 (October 7-13)

Dennis Oudejans, CEO, AdVoice, on the journey so far, targeted AdVoice networks and his vision for the company