Micromax disrupts audio track, to make ‘incredible’ sound promise in LED TVs

Micromax has released a campaign for its latest offerings: LED TVs. The campaign marks the entry of Micromax into televisions, following the mobile handset and tablet categories.

The TVC created by Lowe Lintas and Partners went on air on 18 January.

The film highlights the two key features the product promises: ‘stunning’ colours and ‘incredible’ sound. It features a colourful set of dancers (with bad audio), and a host of musicians in black and white, in different parts of a city. The two groups meet and there is a confluence of great music with colourful dancers. A voice over signs off saying: “Stunning colours with incredible sound. The new Micromax LED TV with brilliant AVEA. It’s nothing like anything.”

Amer Jaleel, national creative director, Lowe Lintas and Partners, said, “Normally LED TVs have poor sound output but people are unaware about this. However, Micromax LED TV using AVEA technology has great sound. In the TVC, we wanted to highlight this aspect of great sound combined with stunning quality of picture as well. The TVC aims to launch Micromax as a brand in TV segment. We wanted to bring alive the brand’s tag line ‘It’s nothing like anything’ for TV. We wanted to surprise people by the scale and enormity of what this TV and launch is about. Surprise is what we push for at Micromax.”

On the film, he added, “We said, imagine a TV without great sound and another one without great visual. So we established a make-believe city with two types of people. One set of people with fantastic music but no colour and the other set has people dancing but without music. Only when they get together, the visuals and sound get fantastic.”

Unplugged moments:

The TVC was shot at Cape Town with loads of people, informed Jaleel. He added, “At a main city area on a hill, we have the coming together of the groups. The inspiration of the music comes form Michael Jackson’s number: They don’t really care about us.”  

Credits

Client: Micromax

Creative agency: Lowe Lintas and Partners 

Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Manzoor Alam, Anshul Nagpal

Planning: Akashneel Dasgupta

Business: Rajiv Chatterjee, Pushpanjali Bisht, Nakul Chaturvedi

Production House: Lintas Productions

Director: Sandor Bizstray