Top Story


Home >> Advertising >> Article

CLA parts ways with Micromax; cites outstanding payment as one of the issues

Font Size   16
CLA parts ways with Micromax; cites outstanding payment as one of the issues

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 .


Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)