Micromax has roped in domain experts to talk about its LED televisions in its brand new campaign. The company has brought together celebrity sports commentator Harsha Bhogle, acclaimed director Anurag Kashyap and the popular music composer and singer Amit Trivedi to talk about the importance of clarity, sound and colours in the LED TV, for its latest campaign.
First launched in October 2012, the Micromax LED TV began by building trust around the brand’s promise of changing the world of television – ‘Badlenge Ab TV ki Duniya’. The new campaign conceptualised by Lowe Lintas & Partners has the three passionate professionals talking about how they can trust the brilliance of Micromax LED TV to excel in their work.
In a company press release, Shayondeep Pal, Executive Creative Director, Lowe Lintas said that the attempt was to use celebrities in the most honest way. “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 film starts with “Why experts on TV, chose our TV”. While Anurag talks about the importance of colour saturation, Amit talks about how critical are individual musical notes for a background score and Harsha describes critical moments of decision making in cricket. Together, the three point out how clarity, sound, and colour play a vital role in an LED TV. The film ends with an image of the Micromax LED TV and a voiceover saying, “Experts ki mehnat dekhiye expert TV par.”
Watch the film:
On the digital front, the brand’s social media properties have been sharing the film. It also helped that the three domain experts are active on social media. They have shared the film with their followers too.
New Micromax LED tv ad. With Amit Trivedi and Anurag Kashyap. http://t.co/rmm8Qk6L5t. What do you think?
— Harsha Bhogle (@bhogleharsha) July 8, 2015
— Amit Trivedi (@ItsAmitTrivedi) July 8, 2015
— Anurag Kashyap (@anuragkashyap72) July 8, 2015
This March, Micromax launched its first 4K TVs in India exclusively on Flipkart. The range includes two televisions priced at Rs. 39,990 for 42-inch and Rs. 49,990 for the 49-inch. The move is a significant USP for Micromax as its competitive pricing will bring the LED market at level playing ground and grow the consumer base in the country.
The latest campaign surely adds an authentic voice to the brand, a step Micromax has been resorting to even for lending authenticity to its smartphones, at a time when the home-grown manufacturer had to convince Indians about its commitment to quality. Getting domain experts from each of the three areas could prove to be a good pay off in its brand building exercise for the LED TVs.