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After smartphones, Micromax launches air conditioners

Along with its production house Collective Art, the company has come up with a TVC that salutes the aspirational youth of the country. It also highlights the faster cooling and power-saving abilities of Micromax air conditioners

BestMediaInfo Bureau | Mumbai | June 20, 2016

Micromax-launches-air-conditioners Click on the image to watch the TVC.

With a vision to be a leading consumer electronics brand, Micromax Informatics Ltd has forayed into a new category -- air conditioning. To promote the product, it launched a new campaign that targets young professionals, first-time job goers and entrepreneurs to highlight its foray into the segment and to put across the compelling features of its range of air conditioners.

As a part of their new 360 degree campaign, Micromax, along with its production house Collective Art, has come up with a television commercial (TVC) that salutes the aspirational youth of the country. The new TVC focuses on today’s generation who are ready to take risks and break their backs in order to make their venture a success, but draw the line when it comes to breaking a sweat. The TVC highlights the faster cooling and power saving abilities of Micromax air conditioners.

Shubhajit Sen Shubhajit Sen

Commenting on the campaign, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “As Micromax evolves itself to be a leading consumer electronics brand in the next two to three years, the decision of foraying into new categories was solely based on our strong positioning in the Indian market and understanding of consumers’ demand and need. With our range of air conditioners, we are offering our consumers a balance of effectiveness and efficiency with ECCO Blu Technology that ensures durability prolonging the lifespan of the air conditioner. Our new TVC campaign ties in well with Micromax’s story of starting from humble beginnings and is also a reflection of our new brand identity of ‘Nuts. Guts. Glory’. ”

The Gurgaon-based handset maker had just last month launched 15 new smartphones, all at once, two tablets and three LED TVs and a new logo in its new avatar-Micromax 3.0.

The TVC:



Client: Micromax Informatics

Agency: Creativeland Asia Pvt. Ltd.

Production House: Collective Art Pvt. Ltd.


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