Micromax has launched an integrated marketing campaign that introduces the brand’s new identity and philosophy ‘Nuts.Guts. Glory.’ The campaign conceptualised by Creativeland Asia includes a TVC.
The campaign kicks off in India. It is also expected to roll out later in Russia and SAARC markets, where the brand has a presence.
The film captures the journey and achievements of the brand through a young international cast. Captured in a foreign setting, the high-energy film features a range of action sequences. Signaling Micromax’s global ambitions, the protagonists announce, ‘We’re not based in California and we don’t have a fruit for a logo.’ They add that Micromax is among the world’s top 10 handset brands in the world, which isn’t ‘exclusive’ but ‘inclusive’ and so on. The film ends with the youngsters congregating at a spot as the brand signs off with the ‘Nuts. Guts. Glory.’ message.
Shubhajit Sen, CMO, 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 nine years and the glory we have achieved through our compelling journey.”
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.”
CMO: Shubhajit Sen
Head of brand marketing: Gaurav Kackar
Campaign managers: Ashwarya Wadhwa, Anish Rajan
Creative agency: Creativeland Asia
Production company: Offroad Films
Director: Mikon Van Gastel
Cinematographer: Dan Mindel