Creativeland Asia unveils a cultural change for Micromax in a nuts, guts and glory campaign

Micromax.jpgOn the back of its corporate, brand and product refresh, Micromax Informatics, India's leading consumer durable player and 10th largest handset brand in the world, has launched its new 360 degree marketing campaign that articulates its new brand philosophy -'Nuts. Guts. Glory'. Micromax partnered with Creativeland Asia earlier this year to infuse fresh, re-energized and global approach to take the brand to the next level as it embarks on its next phase of growth with Micromax 3.0.

The new brand philosophy is a re-expression of Micromax's DNA that underscores its pioneering status as company that has challenged accepted notions and brought market leading innovations to connect millions of Indians. The new brand identity presents Micromax as a company that is bolder, modern, agile and armed with a winning attitude to take on the global smart devices market.

Micromax2.jpgThe 'Nuts. Guts. Glory' campaign is more than just to unveil the new logo; it's about unveiling the new cultural change underway at Micromax. It's also a reflection of an exceptional tale of its fearless founders who were nuts to dream big, had the guts to go about realizing the dream, and have found glory doing it. From being a backend software company to becoming one of the top ten mobile phone manufacturers in the world, is a story packed with sheer audacity.

Commenting on the brand refresh and the new TVC Shubhajit Sen, Chief Marketing Officer, 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 9 years and the glory we have achieved through our compelling journey"

Micromax3.jpgHe added that "Creativeland has demonstrated a great understanding and passion along with a clear vision and articulation to help enhance our consumer connect and create some unconventional campaigns as we begin our next growth phase and expand into newer territories."

As the company started the new journey, Micromax 3.0, the new campaign is to showcase the metamorphosis to consumers. Hence, 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. Micromax has roped in some of the biggest talents in the world for the TVC. The film is directed by Mikon Van Gastel and cinematographed by Dan Mindel, the famed DOP of Star Wars, Star Trek and Mission Impossible III for the compelling TV campaign.

Commenting on the brand refresh and the new TVC by 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."

Credits -
Team Creativeland Asia
Shubhajit Sen- CMO
Gaurav Kackar - Head of Brand Marketing
Ashwarya Wadhwa & Anish Rajan- Campaign Managers
Production Company: Offroad Films

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