Strengthening its vision to be a leading consumer electronics company, Micromax Informatics, on Tuesday, roped in actor Anil Kapoor as its new brand ambassador to bolster its footprint in the growing consumer electronics segment in India. Targeting consumers across India, Micromax will roll out a 360-degree campaign with TVC, print, digital and OTH advertisements.
With an aim to capture double-digit market share in both air conditioner and television segment, Micromax has invested close to Rs 200 crore to build channel and infrastructure capabilities and has a vision to be a complete consumer electronics brand in the next three years. Consumer Electronics currently contributes about 10 per cent to the overall Micromax revenue and the company expects the consumer durables vertical to contribute up to 25 per cent of its revenue by the end of 2019.
Commenting on the association, Rajesh Agarwal, Co-Founder, Micromax Informatics, said, “Anil Kapoor is a rare blend of talent, versatility, and class and it gives us immense pleasure to have him as our brand ambassador for the consumer electronics segment. Micromax products have always brought happiness and joy in the lives of the consumers and hence our association will further leverage the legacy and credibility of both Micromax and Anil Kapoor. Riding big on deep understanding of the Indian consumer and customer-led innovations, Micromax has robust plans to take the consumer electronics category to newer heights and create the same magic it did in mobility segment.”
In April 2016, Micromax diversified its product portfolio and moved into non-mobility segments as well. The company recently launched a complete line of ACs, after it successfully introduced ACs as a pilot project last year in June 2016.
Speaking on the association, Shubhajit Sen, Chief Marketing Officer, Micromax, said, “We are extremely thrilled to have Anil Kapoor as our brand ambassador for the consumer durables segment in India. Mr. Kapoor’s fan following cuts across age brackets, both nationally and Internationally, in sync with the trajectory that Micromax has built for itself over the past decade. We believe that our association with Mr. Kapoor will further help strengthen our connect with consumers across demographics, giving them a face that is the perfect confluence of style and individuality.”
Commenting on this association, Kapoor said, “It gives me immense pleasure to be a part of the Micromax family. Working with one of the most reputed technology brands from India, which is not only the leading player but a game-changer in this space, invokes a great sense of pride. Micromax consumer electronic products truly bring the entire family together and hence I am looking forward to having an amazing association with Micromax for the category.”