Conceptualised by ‘Like Minded People’, Micromax’s own production house, the ad shows how Canvas 5 is the ‘complete smart phone’ for the evolved user, designed for the ‘And generation’
BestMediaInfo Bureau | Delhi | December 2, 2015
Micromax Informatics, one of India’s leading handset makers, recently launched its flagship smartphone Canvas 5 that brings forth the ‘best of all-in-one’ proposition to the new age consumers.
The Micromax Canvas 5 smartphone brings together an aesthetically appealing form factor without compromising on other features such as power, battery, screen size and resolution, and camera.
To put across the compelling features of the smartphone, the communication for its TVC campaign is based on the insight that youngsters today are making multiple choices in everyday life as a ‘default’. They are not happy with what’s a given and always want more. They want a career and fun and a balanced life and to make an impact on the world. This behaviour is visible in everyday choices they make while shopping, eating out and other leisure activities. This generation is called the ‘And Generation’- the generation that always wants more out of life at any given point.
Hence, Micromax and its production House ‘Like Minded People’ have come up with an exciting TVC which showcases how today’s ‘And generation’ does not want to give anything up, and the new Canvas 5 is a smartphone designed for them, as it comes with many options to meet their expectations - 4G LTE And 3 GB DDR3 RAM And a 5.2.inch Full HD Screen And 1.3 GHz Octa Core Processor And a 2900 mAH Marathon Battery AND a 13MP AF rear And 5MP front camera at a breakthrough price of Rs 11,999. The TVC has been strung together with a peppy track that captures the magic on-screen.
Commenting on the campaign, Shubhajit Sen, CMO, Micromax Informatics, said, "Micromax has always been a frontrunner when it comes to breaking barriers with our innovative product offerings for the new- age consumers. The new 4G enabled Canvas 5 smartphone, with its best in-class features, is a game-changer in the smartphone space targeting those who don’t want to compromise and are keen to experience the new levels of multi-tasking and superb performance. Taking this ahead, our campaign is aimed at targeting the same socially active youth or the ‘And Generation’ who wants to maintain a fine balance between entertainment, productivity and connectivity. This campaign will further enable us to upgrade the affordable smartphone users in the 6K-9k price range to our Canvas 5 smartphone at an unfathomable price of Rs 11,999”
Shubhajit Sen- CMO Micromax, Gaurav Kackar- Brand Head Micromax, Ashwarya Wadhwa- Campaign Manager Micromax
Director- Piyush Raghani
Production House- Like Minded People