The consumer electronics and mobile handset manufacturer has launched a new logo and brand image, along with a glitzy commercial, created by a Hollywood crew
BestMediaInfo Bureau | Delhi | April 20, 2016
Gurgaon-based consumer electronics company, Micromax Informatics, is already the tenth largest manufacturer of mobile phone handsets. The company now attempts a complete brand make-over with a new logo and a new commercial showcasing a brand philosophy, couched in a funky tagline ? ‘Nuts. Guts. Glory’.
Creativeland Asia has redesigned the brand logo and conceptualized the brand philosophy, to position the company for its next level of growth as a global player in Micromax 3.0. The television commercial that will project this new image, has been created by a Hollywood crew. The advertising film has been directed by Mikon Van Gastel and its cinematographer is Dan Mindel, the famed DOP of ‘Star Wars’, ‘Star Trek’ and ‘Mission Impossible III’.
The new brand philosophy underlines Micromax Informatics’ pioneering status as a company that has countered accepted notions and brought in leading innovative strategies, to reach out to consumers in India. The new brand identity carves out a modern and bold outlook for Micromax as a player in the global market.
The ‘Nuts. Guts. Glory’ campaign unveils the new cultural change underway at Micromax. It tells of the brand’s intrepid founders who were nuts to dream big, had the guts to accomplish the dream, and have found glory in doing it. The film weaves in a story about software company, Micromax that rises to great heights in a short span of time.
Shubhajit Sen, Chief Marketing Officer, Micromax Informatics, said “As we start the new journey, Micromax 3.0, we need to signal the change to consumers. Our new logo, new philosophy, new campaign is to signal the change ? new yet familiar and authentic. Our new logo is an evolution from the existing Micromax punch, but a much more modernised version keeping in mind the global design language that appeals to the youth across the globe. Our vision is to consolidate our leadership position further and this change exemplifies the same. Our DNA, our culture is fit for the inspiring future that we are building for the brand. The new brand philosophy re-articulates our disruption in a fresh and authentic manner that resonates perfectly with the global youth. Hence, the new TVC truly exemplifies how nuts we have been; the guts we have shown in the past nine years and the glory we have achieved through our compelling journey.”
He added that “Creativeland has demonstrated a great understanding and passion along with a clear vision and articulation to help enhance our consumer connect and create some unconventional campaigns as we begin our next growth phase and expand into newer territories.”
Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said, “Micromax is about to embark on its greatest journey. The journey to bring Micromax even more closer to the hearts of the consumers as they strive to create a ‘wow factor’ around one of the world’s biggest handset brands. This has been one of the most exciting assignments I have worked on at Creativeland. The global revamp towers over its identity, articulating its philosophy and crafting an integrated campaign by evincing a roadmap for the future.”
Client: Micromax Informatics
Creative Agency: Creativeland Asia
Production Company: Offroad Films