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Tag: Micromax Informatics

  • The campaign positions 'Micromax Living' as a smart lifestyle proposition for Individuals who seek comfort and convenience in every aspect of life

    Anil Kapoor promotes ‘Micromax Living’ credo in latest campaign

    By A Correspondent

     

    Taking ahead its vision of strengthening the consumer electronics segment, Micromax Informatics has releaseda campaign for its LED TV segment featuring Bollywood star Anil Kapoor.

     

    The campaign positions ‘Micromax Living’ as a smart lifestyle proposition for individuals who seek comfort and convenience in every aspect of life. The campaign has been launched for the range smart televisions with a unique TV Mirror feature that lets the consumer mirror the TV screen on his smartphone and vice-versa.

  • Shubhodip Pal elevated to Chief Marketing & Commercial Officer as Shubhajit Sen decides to pursue other opportunities

    Micromax announces senior leadership changes

    By A Correspondent

     

    Shubhodip Pal

    Micromax Informatics announced the appointment and elevation of Shubhodip Pal as its new Chief Marketing & Commercial officer and Group Head for VAS and online sales. In his previous role at the organisation, Pal was the Chief Operating Office at YU Televentures, a 100 per cent subsidiary of Micromax Informatics. The announcement comes in light with the current Micromax CMOShubhajit Sen deciding to move on to pursue other interests.

     

    Commenting on Shubhodip’s appointment, Rahul Sharma, Co-Founder, Micromax Informatics said: “Shubhodip has been instrumental in brand development for Micromax at various stages – be it his previous role as the CMO for the company or his most recent role as the COO for YU. As Micromax takes a new growth trajectory in 2017, focusing on becoming an evolved player across categories, Shubhodip with his added responsibilities will play a vital role in growing the brand.”

     

    On Sen’s exit, Sharma said: “While Shubhajit has decided to pursue other interests, his contribution in the past two years has been immense and we would like to thank him for his contribution and wish him great luck ahead.”

     

     

     

  • Micromax's media mandate will be handled by Zenith and the digital mandate by Isobar's Delhi office

    Micromax mandates Zenith & Isobar for media & digital

    By A Correspondent

     

    Micromax Informatics Ltd. has appointed Isobar as the digital marketing agency and retained Zenith as its media buying agency after going through a multi-agency pitch process.

     

    Entering a new phase, Micromax’s focus is going to be on providing solutions to the consumers using their phones. Therefore, one of the key focus area for the brand has been to build a strong connect with its audiences by bringing alive brand experiences across multiple touchpoints, backed by innovative product line up and hence both the agencies – Zenith and Isobar and ZenithOptimedia will help Micromax take this journey ahead.

     

    Micromax will be handled out of Isobar’s Delhi office and will focus on growing and sustaining the brand’s online presence in addition to supporting Micromax’s ongoing and future campaigns.  Zenith will now focus more on measuring performance and returns on investment to tap the target audience of Micromax in its new journey.

     

    Talking about the association, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “We are delighted that post the pitch process we have two of the most competitive agencies on board with Micromax. While Isobar will lead our digital mandate and we are impressed with their team of young, intuitive professionals bringing in a fresh perspective, Zenith will continue to be our agency to manage traditional media. We would also want to place on record our appreciation for Interactive Avenues (IA) and their team -they helped build Micromax brand with some real great work.”

     

    Tanmay Mohanty

    On being contacted, Tanmay Mohanty, Group CEO, Zenith expressed his delight on retaining the Micromax business and said, “We share a wonderful working relationship with Micromax. The client was impressed with our fresh approach on the Micromax brand, and the innovative thinking and rich consumer insights that we bring to the table. Going forward, we will continue to put in the best of our resources, people, tools and processes behind the Micromax brand.”

     

  • Micromax product integration in latest music video by singing sensation Manj Music &Raftaar featuring Amy Jackson

    Micromax partners One Digital Entertainment for its Canvas Fire range smartphones

    By A Correspondent

     

    Micromax Informatics announced its campaign for its recently launched Canvas Fire smartphone range. The campaign includes Micromax’s partnership with One Digital Entertainment for the product integration of the Canvas Fire range in the music video of the soundtrack ‘Lak Hilaade’ by Manj Musik and Raftaar, also featuring Amy Jackson. The campaign, along with the music video of the peppy soundtrack aims to establish the Fire range by Micromax as the ideal fit for music lovers with its compelling audio centric features like Auro 3D sound technology and front firing speakers.

     

    The music video seamlessly integrates Micromax’s Fire range and the official video posted on T-Series YouTube Channel has garnered over 10 million views within the first week of its release on September 1, 2016. The ‘Lak Hilade’ video that features leading celebrities, Bollywood personalities and artists has become a social media rage.

     

    Commenting on the partnership, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “Being a youth-centric brand, Micromax has always been focused on Movies, Music and Sports. Taking this ahead, we are proud to partner with One Digital Entertainment for our new campaign..”

     

    Commenting on the partnership, Gurpreet Singh Bhasin, COO and co-founder, One Digital Entertainment said, “The reward and reach this track has garnered proves our stand yet again. We are extremely happy to have partnered with Micromax who believed in this strategy of connecting with their audiences. The surround and integrated marketing plan that was mounted around the music video has helped amplify content reach on platforms beyond YouTube.Subtle integrations and strategic partnerships of this nature often unlock magical value that usually stays hidden. This is a win-win for all – creators, content, consumers and brands.”

     

  • Ropes in Kapil Sharma, actor and comedian for its Digital Film

    Micromax unveils latest campaign for Unite series

    By A Correspondent

     

    Celebrating the language diversity of India, Micromax has begun a huge 360-degree campaign that challenges the notion of proficiency in English being an integral part of success. The campaign themed ‘Angrezipanti ko dikhao Angootha’ draws inspiration from the fact that a lot of heroes in real life come from diverse cultural and regional backgrounds and have done exceedingly well in areas of sports, reality shows, music amongst others. The campaign is launched for the latest entrants in its most successful Canvas Unite Series- Unite 4 and Unite 4 pro, which enables the users to use their mother tongue with just a swipe. As a part of the entire campaign, Micromax has launched a TVC and a digital film with the popular actor and comedian – Kapil Sharma. In addition to this, the company has also associated with the much awaited Salman Khan starrer, Sultan.

     

    With the thought that language will no longer be a communication barrier and colonialistic hangover or as the brand has termed it ‘Angrezipanti’ is not a prerequisite to being successful, the new TV commercial excellently defies the stereotype of regional language speakers. It strongly stands for embracing Indian languages and more importantly, empowering Indians to keep up with the rest of the world through new innovations in the mass smartphone category.

     

    Kapil Sharma features in a digital film wherein he takes pride in his preferred language – Hindi. The film with a pinch of humor, very strongly sends across a message about breaking through the ‘un-coolness’ that is often associated with Indian languages over English.

     

    Micromax has also associated with this year’s most awaited movie, Salman Khan starrer – Sultan. The 30 seconds promo of Sultan will feature Anushka Sharma encouraging Salman Khan in the movie, to not struggle with English and embrace his own language. The promo ends with subtle humour stating, “Toh pachad do iss angrezipan ko, Naye Micromax unite 4 series aur Sultan ke saath, Aur angrezipanti ko dikhao anghootha.”

     

    Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “Micromax is an early mover that was quick to realize that language is a massive roadblock in the adoption of latest technology in the smartphone market. We decided to develop the Unite series after observing smartphone users in India, who often struggle with an English user interface, and an absence of language support in a pro consumer way. Hence, taking ahead the legacy of our most successful smartphone series -the Unite Series, Micromax Unite 4 and Unite 4 pro are designed to enable users to break free from the language barrier in being part of the digital revolution of the country.”

     

    English has become a prerequisite for anyone who wants to make it big in life. This is the basis of our idea, “Angrezipanti ko dikhao angootha”. We want to enable people to communicate and express themselves in any language they are most comfortable with. We’re truly proud of our diversity, and this campaign is all about celebrating our Indian-ness. Our two new smartphones truly resonate the same message of empowerment, celebration, simplicity and confidence!”

     

    Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia said, “Apart from being very sharp of the product proposition, the Micromax Unite 4 TVC demonstrates the versatility of the Micromax brand theme – Nuts Guts Glory. It unravels another shade in the strong and audacious personality we are building for Micromax as a whole. And just like the phone, its TVC shows ‘Angootha’ to anyone who thought the new brand personality for Micromax is not language agnostic.”

     

  • Micromax Air Conditioners' ECCO Blu Technology cools faster and saves power- the very same spirit of efficiency that lives within each of us

    Micromax out to woo consumers with new AC range

     

     

    With its new look and strategic vision to be a leading consumer electronics brand, Micromax Informatics announced its foray into a new category - Air Conditioning. Micromax has kick-started a 360 degree campaign targeting young professional, first time jobbers and entrepreneurs to highlight its foray into the Air Conditioner segment and to put across the compelling features.

     

    As a part of the campaign, Micromax along with its production house Collective Art have come up with a TVC which salutes the aspirational youth of the country. The TVC is weaved around the fact that today’s generation is determined, 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. Micromax Air Conditioners’ ECCO Blu Technology cools faster and saves power- the very same spirit of efficiency that lives within each of us.

     

    Engineered to deliver exceptional cooling, increased efficiency and lowering operating and maintenance costs, Micromax launched its new range of ACs comprising of three split ACs and one window AC in the first phase. Developed especially for the diverse Indian weather, Micromax Air Conditioners are armed with advanced features like turbo cooling which ensures desired temperatures are reached efficiently, much like the efficiency desired by start-ups and entrepreneurs showcased in the advertisement.

     

    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 2-3 years, the decision of foraying in to new categories was solely basis our strong positioning in the Indian market and understanding of consumer 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 digital campaign is based on the insight that young individuals today strive to leave a unique mark in the world

    Micromax aims to leave a mark in latest campaign for Canvas 6

    By A Correspondent

     

    Micromax has launched a new campaign promoting its new product launch – Canvas 6. The Canvas 6 is Micromax’s first smartphone to be equipped with a fingerprint sensor making each smartphone highly personal, protected and easily un-lockable making it the perfect option for the new age evolved users.

     

    With digital medium becoming increasingly critical and important for Micromax to connect with its consumers, a digital campaign has been rolled out to put across the compelling features of the smartphone. The digital campaign is based on the insight that young individuals today strive to leave a unique mark in the world. The hyper-social youth today aims not only to achieve their goals but also create a long lasting and visible impact with their hard work and dedication.

     

    Micromax along with its production house Sniper have come up with a refreshing digital campaign which showcases today’s millennials as individuals who don’t want to give up and are willing to push themselves to succeed and the new Canvas 6 is a smartphone designed specifically for them. The digital Canvas 6 film depicts a series of individuals writhing in their struggle to achieve what they set out to. The film talks about embarking on the less travelled path is never easy, however, 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 campaign uses the thumbs and eventually the fingerprints as symbols of each individual’s identity. The fingerprint motif seamlessly ties each of the individuals to the product’s key features – its finger print sensor.

     

    Commenting on the campaign, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “At Micromax, we believe in redefining the smartphone experience and the introduction of new Canvas 6, brings to life our vision of Micromax 3.0, as we are re-emphasizing our commitment to bold, fearless innovation that meets the needs of our ever demanding consumers. 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 and functionality with unique service offerings through ‘Around’. Our new digital campaign ‘leave your mark’ ties in well with the features of the smartphone as well as bring alive Micromax’s new brand philosophy of “Nuts.Guts.Glory”

     

    Commenting on the campaign, Chahna Rupani, SVP & Executive Producer, Sniper says, “We wanted to conceptualize 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.”

     

    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.”

     

  • On the back of its corporate, brand and product refresh, Micromax Informatics has launched its new 360 degree marketing campaign that articulates its new brand philosophy -'Nuts. Guts. Glory'

    Micromax 3.0 – the first global 360 degree campaign unveiled

    By A Correspondent

     

    Creativeland Asia redesigns the logo identity, crafts the philosopy and creates a compelling integrated TV led campaign

     

    On the back of its corporate, brand and product refresh, Micromax Informatics has launched its new 360 degree marketing campaign that articulates its new brand philosophy -‘Nuts. Guts. Glory’. Micromax partnered with Creativeland Asia earlier this year to infuse fresh, re-energized and global approach to take the brand to the next level as it embarks on its next phase of growth with Micromax 3.0.

     

    The new brand philosophy is a re-expression of Micromax’s DNA that underscores its pioneering status as company that has challenged accepted notions and brought market leading innovations to connect millions of Indians. The new brand identity presents Micromax as a company that is bolder, modern, agile and armed with a winning attitude to take on the global smart devices market.

     

    The ‘Nuts. Guts. Glory’ campaign is more than just to unveil the new logo; it’s about unveiling the new cultural change underway at Micromax. It’s also a reflection of an exceptional tale of its fearless founders who were nuts to dream big, had the guts to go about realizing the dream, and have found glory doing it. From being a backend software company to becoming one of the top ten mobile phone manufacturers in the world, is a story packed with sheer audacity.

     

    Commenting on the brand refresh and the new TVC, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said “As we start the new journey, Micromax 3.0, we needed 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 the how Nutsy we have been; the guts we have shown in the past 9 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.”

     

    As the company started the new journey, Micromax 3.0, the new campaign is to showcase the metamorphosis to consumers. Hence, the TVC brazenly talks about the company’s journey till now, its message for naysayers and haters, its bold innovations, its unabashed confidence and the reiteration that they have just begun. Micromax has roped in some of the biggest talents in the world for the TVC. The film is directed by Mikon Van Gastel and cinematographed by Dan Mindel, the famed DOP of Star Wars, Star Trek and Mission Impossible III for the compelling TV campaign.

     

    Commenting on the brand refresh and the new TVC by 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 foray to create a ‘wow factor’ around one of the world’s biggest handset brands. And helping them on this journey has been one of the more exciting assignments I have worked on at Creativeland. The global refresh straddles evolving its identity, articulating its philosophy, crafting an integrated campaign and putting in place a roadmap for the future.

     

    The TVC brazenly talks about the company’s journey till now, its message for naysayers and haters, its bold innovations, its unabashed confidence and the reiteration that they have just begun.”

     

  • Asia Cup is a premier cricketing events which feature the top five cricket teams of the continent – India, Pakistan, Sri Lanka, UAE and Bangladesh

    Micromax unveils Asia Cup trophy

    By A Correspondent

     

    Micromax has unveiled the new trophy for Asia Cup which will be awarded to the victorious team on 6th March 2016. Representatives of the participating teams – MS Dhoni from Indian cricket team, Bangladesh’s skipper Mashrafe Bin Mortaza, Amjad Javed, UAE Captain, Lasith Malinga from Sri Lankan team along with Shubhajit Sen, Chief Marketing Officer, Micromax Informatics were present to unveil the glorious trophy.

     

    Commenting on the unveiling of the trophy, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said “Cricket transcends across boundaries and we are happy to connect consumers to cricket by providing them with the thrilling experience of Asia Cup 2016 in T-20 format for the first time. We wish the participating teams a great luck to win the magnificent trophy which is worth competing for.”

     

    Asia Cup is a premier cricketing events which feature the top five cricket teams of the continent (India, Pakistan, Sri Lanka, UAE and Bangladesh) battling to secure the title of Champions of Asia. One of the most exciting and awaited cricket events of the year, Micromax T- 20 Asia Cup 2016 will be hosted by Bangladesh this year and the series is scheduled to kick off from 24th February to 6th March 2016. Star India is the official media rights holder for the Asia Cup tournaments. The tournament will also be fitting pre-cursor to the World T-20, which will be held in March, in India.

     

  • Creativeland Asia will be responsible for the brand’s global integrated design and advertising mandate

    Micromax gets Creativeland Asia as creative agency

    By A Correspondent

     

    Micromax has announced the appointment of Creativeland Asia (CLA) as its creative agency on record. As a part of this partnership, CLA will handle the entire integrated design and communication mandate for Micromax globally. The decision to partner together was taken after an intense multi-agency pitch process, held last month.

     

    Micromax will be handled out of Creativeland’s Mumbai and Delhi offices. Creativeland is also putting together a global design team from Amsterdam and New York to work on the mandate.

     

    Confirming the news, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “We are delighted to bring CLA on board as our creative partner to help us take the brand to the next level. The agency has demonstrated great understanding and passion along with a clear vision and articulation for way forward on the brand. We look forward to their creative excellence to help enhance our consumer connect and create some unconventional campaigns as we get into our next growth phase.”

     

    Said Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, “This is perhaps the most exciting product category to be associated with anywhere in the world right now. And when someone ambitious like Micromax who is one of the world’s largest mobile phone makers have mandated us to take them to the next level across the globe, things can’t get more exciting. The fact that Micromax has been challenging giants and doing the unthinkable in the last decade is in itself a philosophical wave-length match for us. We ready to bring the best out of us.”

     

  • The communication for its TVC campaign is based on the insight that youngsters today are making multiple choices in everyday life as a 'default'

    It’s for ‘Like Minded People’, says Micromax of Canvas 5

    By A Correspondent

     

    Micromax has launched its latest flagship smartphone Canvas 5 that brings forth the ‘best of all-in-one’ proposition to the new age consumers. The new smartphone brings together an aesthetically appealing phone without compromising on other features such as power, battery, screen size and resolution, and camera, making it the ‘Complete Smartphone’ for an evolved user.

     

    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 behavior is visible in everyday choices they make while shopping, eating out and other leisure activities. This generation always wants more out of life at any given point.

     

    Micromax along with its production House ‘Like Minded People’ have come up with an exciting TVC which showcases how today’s ‘AND generation’ don’t want to give anything up, and  the new Canvas 5 is a smartphone designed for them, as it comes with exciting features.

     

    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.”

     

  • Ropes in Kapil Sharma, the famous standup comedian and South sensation Rana Daggubati

    Micromax initiative to accelerate smartphone adoption

    By A Correspondent

     

    To accelerate the smartphone adoption in the country, Micromax Informatics launched a 360 degree marketing campaign to encourage the 70 million new age consumers using feature phones to switch to smartphones. With a strong portfolio, the company is committed to deliver value to the consumers by focusing on three key levers: faster internet connectivity, large display, speedy processors at extremely affordable price points. To take its message to the nook and corner of the country and reach out to the first time smartphone users, the company has roped in popular stand-up comedian Kapil Sharma for North and the Bahubali sensation, Rana Daggubati for South. The two stars will be seen in a series of films that give very tangible, easy to comprehend benefits of switching to a Micromax smartphone.

     

    Currently, the Indian mobile market is dominated by feature phones with smartphone penetration at just about 15 per cent. Micromax has identified three core barriers hindering the faster smartphone adoption which include the total cost owning the smartphone and data packages, hesitancy around using touchscreen and an evolved Android experience and English language UI making it difficult for consumers to make the shift. Based on these insights, Micromax, has developed a full business initiative comprising key components such as affordable devices with big screen size, regional language support, customized data package and a fully developed customer education program– including printed material, digital content available over phone in local languages to empower first time users of smartphone to set up and use basic functions like email, social networking and other basic utilities.

     

    In line with this, Micromax’s new Bolt series phones offer big screen experience and cuts across various price points to suit the pockets of diverse consumer sets with models like Bolt S302: ₹ 3199/-, Bolt D303: ₹ 3199/-, Bolt Q331: ₹ 4999/- and Bolt Q338: ₹ 6499/-. All the Bolt series smartphones will now come pre-loaded with Firstouch, a patented translator functionality app that will help people translate from English to their local languages and vice versa and access apps in App Bazaar in their preferred language. Additionally, Micromax Bolt customers can also opt for either free WhatsApp or avail talk time worth Rs. 40 per month on Airtel for the first five months. Micromax has also initiated a tech buddy program which includes trained retail representatives and customer care executives across 850 Micromax service centres to help consumers in seamless transition. To take the message across the length and breadth of the country, a 360 degree marketing campaign has been launched to promote the entire initiative and explain the benefits of making the switch to smartphones with Micromax Bolt range.

     

    Commenting on the launch of the new campaign, Shubhajit Sen, CMO, Micromax Informatics, said, “Around 70-80 million Indians convert from their feature phones to smartphones every year and more and more consumers will use a smartphone for their initial computing and Internet needs leapfrogging the PC and laptop generation. We believe that smartphones will play a significant role in meeting PM’s ‘Digital India’ vision to connect the next billion. Micromax, being a front runner in the sub 7.5k mass segment handsets, has taken a step ahead in its philosophy of democratizing technology to the masses and has come up with a special program to enable the consumers to take the next technological leap towards the smartphones from feature phones.”

     

    “WhatsApp is excited to partner with Micromax as it continues to offer affordable innovations that enable connectivity. With over 900 million active users around the world and India being an important part of that, we remain focused on helping people communicate in a way that has become a part of everyday life. We are pleased to be working together with Micromax in this unique offering so that people in India can stay connected with their friends and family both in India and abroad,” said, Brian Acton, Co-Founder of WhatsApp.

     

    The entire campaign is designed to make the consumers more comfortable to approach Micromax to hand-hold them through all the apprehensions and inhibitions of using a smartphone for the first time. The campaign will act as a trigger for the consumers to be connected to their friends and family in a better way. The TVC campaign is conceptualized by Lowe Lintas Delhi, and includes a series of three films, each shot with Kapil Sharma and Rana Daggubati. The communication, in a very tongue-in-cheek manner, talks about Micromax differentiators that come with switching to the Micromax Bolt Smartphone range, which are – free data for use on WhatsApp, regional languages, affordability and big screen. The TVCs will showcase both the brand ambassadors in a double role which is a first for both of them.