Conceptualised by Lowe Lintas & Partners, the TVC shows how these three experts are able to excel at their profession thanks to the superior performance of Micromax LED TVs
BestMediaInfo Bureau | Delhi | July 7, 2015
Micromax LED TV has launched a new campaign to build credibility around the performance of its products and its superior components. To embed this message, it roped in three experts – Harsha Bhogle for sports, Anurag Kashyap for movies and Amit Trivedi for music. The campaign, conceptualised by Lowe Lintas & Partners, shows how these three experts are able to excel at their profession thanks to the superior performance of Micromax LED televisions.
The Micromax LED TV was first launched in October 2012. Its earlier campaign was to build trust around the brand’s promise of changing the world of television (‘Badlenge Ab TV ki Duniya’).
Commenting on the new campaign, Shubhajit Sen, CMO, Micromax Informatics, said, “Micromax has been a pioneer and an innovator in the industry and has always brought best in class technology to the market. Moreover, being a youth centric brand, Micromax has always believed in bringing alive nothing like anything experiences for the Indian audiences. Riding on the same two thoughts, the new TVC depicts how the Micromax LED television is the choice of the experts who are perfectionists in different domains. Whether it’s about getting the perfect colour saturation for Anurag Kashyap, the exact musical note for Amit Trivedi, or the crucial decision in the game of cricket for Harsha Bhogle, the commercial brings alive the critical role the correct screen can make in enhancing an audio visual experience.”
He further said, “With this campaign, we aim at making the 13 million CRT television consumers in the market to upgrade to the Micromax LED television to further provide better, sharper, smarter cinematic experience in every household. The compelling TVC will be further supported by a strong 360-degree marketing campaign.”
Shayondeep Pal, Executive Creative Director, Lowe Lintas, added here, “Rather than using just celebrities, the idea was to use domain experts – like Anurag Kashyap for picture quality, Amit Trivedi for sound and Harsha Bhogle for clarity and detailing. We wanted to stay authentic and sound genuine and didn’t want to project an esoteric imagery like other brands. What those guys felt about picture or sound or clarity. Nothing was scripted. We gave them a basic direction and they came up with their pieces – while they were composing or colour correcting or doing commentary. The attempt was to use celebrities in the most honest way.”
Brand: Micromax LED TV
Micromax team: Shubhajit Sen, Prateek Arya
Ad Agency: Lowe Lintas & Partners
Creative team: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Ajoy Krishna, Anshul Nagpal, Saarthak Dutt
Business team: Naveen Gaur, Rajiv Chatterjee, Tanushree Paul
Production House: Roshan Shetty Productions
Director: Anaam Mishra