Hugh Jackman, the Hollywood superstar of X-Men fame will now be the face of Micromax Mobile.
In a move which has sent the telecom industry into a spin, Micromax neither chose a Khan nor a Kapoor name for their branding; they have roped in a Hollywood celebrity so as to further cement their position as an unconventional, innovative brand.
This recent development proves two things:
a) Bollywood is now not enough to lure Indian customers; we have become global and we demand more.
b) Micromax is not afraid to experiment and test. They want to uniquely position their brand, and they would leave no stone unturned to achieve this.
Speaking on the occasion, Micromax’s Chief Marketing Officer Shubhodip Pal said, “We are very excited to welcome Hugh Jackman in the Micromax family as he truly embodies the aspirational, reinventing and fearless persona of the brand Micromax. As we look to expand our footprint across the globe in various international markets, the association with the Hugh Jackman is an ideal partnership for us to connect with audiences as he is the leading name in the entertainment industry in the world.”
Micromax is soon going to launch their new product: Canvas Turbo, and Hugh Jackman is expected to endorse this along with other Canvas series products.
The meteoric rise of Micromax brand inside India since last few years is really amazing. Within 6 years of its launch, Micromax has become 3rd largest mobile handset company in India, only behind Nokia and Samsung with a turnover of around Rs 2000 crore in the year 2012. Globally, it is ranked #12. In the tablet region, it now holds 18% market share inside India.
It would be interesting to see how this new Hollywood experiment helps Micromax to increase its hold inside India.
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Hey Raman.. thanks for the comment! Yes, this new branding exercise from Micromax has yielded rich results.. :)
Let’s hope this works for the image of the brand. Guess the basic idea is to go global, that’s why a big star has been roped in.
Indeed a big step for them – however, I dont think it has anything to do go Global.
They understand its a tough challenge at that level – but, this move is to capture a niche here within India.
Akshay Kumar was tapping a different niche for them for sure.
Hey Tushar.. thanks for stopping by! Yes, I suppose the role of Akshay Kumar is now over.. Micromax is now looking for the elite class.. And Hugh Jackman stunt is working for them as well: http://www.firstpost.com/tech/micromax-sees-record-social-reach-after-hugh-jackman-announcement-1193199.html
I suppose this is the process every company follows to grow big.. start with masses, then proceed towards the elite.. :)