Local to global in 16 months – The Micromax story
A bold & progressive homegrown brand, Micromax has gone global from local in a short span of time with the right marketing mix. Shubhodip Pal, CMO, Micromax, shares the brand’s success story
Published - Mar 31, 2014 8:09 AM Updated: Mar 31, 2014 8:09 AM
‘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.
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