Micromax has announced its foray into the air conditioners space with an advertising campaign. A TVC has been conceptualised by Creativeland Asia.
The film features young entrepreneurs in their respective office spaces. One by one, they explain that this is the room where their dreams will be chased – be it a logistics company or an app. They commit to working hard and at the same time look to save every penny. They'll do everything they can, they say, answering to no one but themselves in their spaces.They will do everything, other than 'break into a sweat'. The film ends with the voice over introducing the range of air conditioners with the brand's 'Nuts. Guts. Glory' tagline, and details on the efficiency. A voice over surmises: ”Hum jaante hain har paise ki keemat" (We know the value of every paisa).
Shubhajit Sen, chief marketing officer, Micromax Informatics, said, “As Micromax evolves itself to be a leading consumer electronics brand in the next two to three 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’.
Client: Micromax Informatics
Client team: Shubhajit Sen, Prateek Arya, Sakshi Vashishtha
Agency: Creativeland Asia
Production house: Collective Art