Micromax Canvas 6 out to leave its mark on the millennials

Sporting a new look, a refreshed strategy and the aim to be in the top 5 smartphone players globally, Micromax Informatics has unveiled its new avatar. In its new avatar, Micromax has expanded its offering with the launch of its latest flagship Canvas 6. The Canvas 6 is Micromax’s first smartphone to be equipped with a fingerprint sensor and comes in a metal unibody design.

With the 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. Conceptualised by Interactive Avenues, 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 the 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-emphasising 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 brings alive Micromax’s new brand philosophy of ‘Nuts.Guts.Glory’.”

Chahna Rupani, SVP & Executive Producer, Sniper, elaborated, “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.”

Rahul Marwaha, EVP, Interactive Avenues, added here, “We see an emerging trend in the video consumption as far as the digital realm goes. ‘Leave Your Mark’ is a digital ad film 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.”

Watch the ad:
https://www.youtube.com/watch?v=9W8DecH-Res

Campaign credits:

Brand: Micromax Canvas 6
Agency: Interactive Avenues
Account Manager: Siddharth Vishwakarma

Production Company: Sniper
Director: Ashlesha Bangia
DoP: Varun Dutt
Conceptualisation & Script: Tanaya Kaji
Produced by: Roopak Saluja & Chahna Rupani
Branded Content Specialist: Renuka Fernandes
AD: Arjun Raj
Line Producer: Anzer Chougle
Production Manager: Rafique Mujawar
Post Production Head: Shruti Sinha
Offline Editors: Praveen Kumar & Pratik Jain
CG & Grading: Rishabh Malhotra

Artists:
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)