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new TVC campaign of Micromax LED television

The Micromax LED TV was first launched in October 2012 and since then it has made its way to many homes and hearts across the country with 8% of market share. Moreover, the Indian television market is expected to grow to 12 million panels in FY 2015-16 from 9 million in the previous year and the major growth driver in the segment is the LED panel television which is growing consistently around 30-35%. Micromax wants to consolidate its leadership position and has aggressively built a best in class portfolio of offerings across price points. This has built trust around its promise of changing the world of television (“Badlenge Ab TV ki Duniya) as encapsulated in its earlier campaign. To achieve the next level of performance, Micromax wanted to build credibility around the performance of its products and its superior components. Hence the new campaign focuses on how good the color reproduction, clarity and sound of Micromax televisions are. To embed this message it roped in three experts – Harsha Bhogle for Sports, Anurag Kashyap for Movies and Amit Trivedi for Music. This campaign shows how they are able to excel at their profession thanks to the superior performance of the Micromax televisions.

Commenting on the new TVC, Mr. Shubhajit Sen, CMO, Micromax Informatics said, “Micromax has been a pioneer and an innovator in the industry and has always brought best in class technology to the market. Moreover, being a youth centric brand Micromax has always believed in bringing alive nothing like anything experiences for the Indian audiences. Riding on the same two thoughts, the new TVC depicts how the Micromax LED television is the choice of the experts who are perfectionists in different domains. Whether it’s about getting the perfect color saturation for Anurag Kashyap, the exact musical note for Amit Trivedi, or the crucial decision in the game of cricket for Harsha Bhogle, the commercial brings alive the critical role the correct screen can make in enhancing an audio visual experience. With this campaign we aim at making the 13 million CRT television consumers  in the market to upgrade to the Micromax’s LED television to further provide better, sharper, smarter cinematic experience in every household. The compelling TVC will be further supported by strong 360 degree marketing campaign”

Commenting on the exciting new TVC Mr. Shayondeep Pal, Executive Creative Director, Lowe Lintas said "Rather than using just celebrities, the idea was to use domain experts - like Anurag Kashyap for picture quality, Amit Trivedi for sound and Harsha Bhogle for clarity and detailing. We wanted to stay authentic and sound genuine and didn't want to project an esoteric imagery like other brands. What those guys felt about picture or sound or clarity. Nothing was scripted. We gave them a basic direction and they came up with their pieces - while they were composing or colour correcting or doing commentary. The attempt was to use celebrities in the most honest way."

Credits:
·         Ad Agency : Lowe Lintas

·         Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Ajoy Krishna, Anshul Nagpal, Saarthak Dutt

·         Business: Naveen Gaur, Rajiv Chatterjee, Tanushree Paul

·         Production House: Roshan Shetty Productions

·         Director: Anaam Mishra

·         Micromax: Shubhajit Sen , Prateek Arya

 

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