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Micromax’s Canvas 6 aims at leaving a mark

The digital ad film is conceptualised by Interactive Avenues and co-created by the production house Sniper. Canvas 6 sports a unique feature of fingerprint sensor. The campaign, ‘leave your mark’, goes well with this feature of the smartphone and brings alive Micromax’s new brand philosophy of ‘Nuts.Guts.Glory’

BestMediaInfo Bureau | Mumbai | June 2, 2016

Micromax--Canvas-6 Click on the image to watch the TVC.

Sporting a new look, a refreshed strategy and with the aim to be on the top 5 smartphone players globally, Micromax has come up with this digital ad film to launch its new fingerprint sensor phone Canvas 6. The Micromax Canvas 6 digital ad film is made by the agency Interactive Avenues and the production work has been done by Sniper. The ad film hit the digital space on May 27, 2016.

The digital campaign is based on the insight that young individuals today strive to leave a unique mark in the world. The youth today aims not only to achieve their goals, but also creates a lasting and visible impact with their hard work and dedication.

Ashlesha Bangai, Senior Creative Director, Sniper, said “We were asked to seamlessly integrate the fingerprints feature of the phone with the insight of unique identity given to us and along with that integrated the brand’s new positioning ‘Nuts.Guts.Glory’.”

Commenting on the campaign, Rahul Marwaha, EVP, Interactive Avenues, said, “We see an emerging trend in the video consumption as far as the digital realm goes. 'Leave Your Mark' is a digital TVC that echoes the real-life stories of today's youth. With Micromax going through a brand makeover, we made sure the new philosophy is communicated in a seamless manner.”

The reason behind launching a digital ad film is that the company finds it important to connect with its consumers on this platform to put across the compelling features of the smartphone. The ad film will be promoted on Twitter, Facebook and Instagram across the nation.

Shubhajit Sen Shubhajit Sen

Talking about the brand’s philosophy, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics, said, “At Micromax, we believe in redefining the smartphone experience and the introduction of Canvas 6 brings to life our vision of Micromax 3.0. We are re-emphasising our commitment to bold, fearless innovation that meets the needs of our ever-demanding consumers.”

Sen added, “With Canvas 6, we are offering our consumers a premium device that sports fingerprint sensor for great security and personalisation, full metal body for great looks and great specification with unique service offerings through ‘Around’. Our new digital campaign ‘leave your mark’ goes well with the features of the smartphone and brings alive Micromax’s new brand philosophy of ‘Nuts.Guts.Glory’.”

Explaining the idea behind the ad, Chahna Rupani, SVP and Executive Producer, Sniper, said, “We wanted to conceptualise a video for Canvas 6 that seamlessly married the brand's philosophy with its new feature, the fingerprint sensor, as well as connect with its consumers -- the young and hyper-social beings. The challenge was to present the quality of this feature subtly and aesthetically for it to resonate with the uncommon individual. So instead of casting actors, we chose real artists from varied underground art movements as they strive to leave their mark through their unique expressions.”

The digital Canvas 6 film depicts a series of individuals struggling to achieve for what they have set out to. The film says embarking on the less travelled path is never easy. But one’s determination to triumph over the challenges such as the fear of failure drives them to push through, break barriers and succeed and leave their mark on the world.

The people in the ad film are real artists. One is shown making a graffiti on the wall and struggles with it while the other boy is shown practising B-boying but falls. Thirdly, a girl is shown playing the drums but loses the drumsticks in an attempt. Then the three of them use the Micromax Canvas 6 phone and try again to perform, which eventually leads them to success. The ad ends with the graffiti on the wall saying, ‘leave your mark’ and thumbprint, which symbolises the key features – its fingerprint sensor.

The Canvas 6 is Micromax’s first smartphone to be equipped with a fingerprint sensor making each smartphone highly personal, protected and easily unlockable, making it the perfect option for the new-age evolved users.

The TVC:



Title: Leave Your Mark

Brand: Micromax Canvas 6

Agency: Interactive Avenues

Production Company: Sniper

Director: AshleshaBangia

DoP: Varun Dutt

Conceptualisation & Script: TanayaKaji

Produced by: RoopakSaluja&ChahnaRupani

Branded Content Specialist: RenukaFernandes

AD: Arjun Raj

Line Producer: AnzerChougle

Production Manager: RafiqueMujawar

Post Production Head: Shruti Sinha

Offline Editors: Praveen Kumar & Pratik Jain

CG & Grading: Rishabh Malhotra

Graffiti artist: Street name: Mooz  (Name - Raj Pathare)

Female Drummer: Maithili Chodankar (A student at True School of music)

Bboy artist: Street name -Sunny ( Name - Bhoj Kumar Thapa)

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