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Micromax TVC marks entry into LED TVs with stunning sound USP

Lowe Lintas has the campaign with the communication message ‘Stunning Colours Meet Incredible Sound’

Shachi Tapiawala | Mumbai | January 22, 2013

Micromax has had a successful history with the brand graduating from entry phones to feature phones to smartphones and tablets, each segment with a larger screen than before. Post the launch of Canvas 2, Micromax has crossed yet another landmark in its progression to larger screens with the launch of LED TVs. This launch changes the perception about the brand known as a handheld device brand till now, and Lowe Lintas & Partners has conceptualised a new campaign to drive home this point.

Micromax has always believed in the concept of ‘Nothing like anything’ and has given more importance to projecting the experiential aspect rather than product features. The recent TVC for Canvas 2 used the tagline ‘The Phone That Can.’ The TVC showcases the characters giving out a message: ‘When questions begin with a ‘can', why can't answers?'

Taking forward this philosophy, Micromax has now reinforced its position in the electronic market by launching Micromax LED TV with the campaign “Stunning Colours Meet Incredible Sound”. The film shows the two main components of this product range, namely, stunning colours and incredible sound, represented by a group of colourful dancers and another of musicians on a black and white screen, who come together to showcase both features. The Micromax TVs are available in screen sizes starting from 20” to 42” for LED TVs and a 55” LED Smart TV.

Ameer Jaleel, National Creative Director, Lowe Lintas & Partners, said, “If you look at the baseline of Micromax, its genetic code is to surprise its consumers. The Canvas 2 TVC was projected with a psychology of a person who has a strong belief in something which cannot be done and this is the same idea we have carried forward through the brand’s first launch in the electronic market. LED TVs are known for their picture quality but lack the sound quality. But the Micromax LED TV compensates the sound quality through its Avea technology. Hence, we developed a concept with the message ‘What is good sound without good picture and what is good picture without great sound!’”

The TVC is currently on air and will be promoted through other mediums after a span of two months.

The TVC:



Agency: Lowe Lintas & Partners

Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Manzoor Alam, Anshul Nagpal

Planning: Akashneel Dasgupta

Business: Rajiv Chatterjee, Pushpanjali Bisht, Nakul Chaturvedi

Production House: Lintas Productions

Director: Sandor Bizstray

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