Benjamin Li
Nov 14, 2013

Micromax enlists Hugh Jackman as brand ambassador for smartphone launch

INDIA - Micromax, India’s second-largest smartphone player, has engaged Hollywood star Hugh Jackman as brand ambassador for its first full-HD smartphone, the Canvas Turbo.

This is the first time that Micromax has hired an international celebrity as its brand ambassador.

The creative agency for the brand is Lowe Lintas & Partners, and its senior VP Rajiv Chatterjee told Campaign Asia-Pacific that it's not common for Indian brands to hire big global ambassadors. One of the key attributes of both Micromax and Hugh Jackman is "versatility", he said.

Shubhodip Pal, CMO of Micromax pointed out that “there is a great synergy between Hugh Jackman’s personality with Micromax, which has always been identified as a bold, audacious and youthful brand, loved by consumers for empowering them with consistent innovations.“

Jackman has a strong following among women and men and youth, as his movies appeal to a diverse set of audiences, Chatterjee added.

The endorsement contract is for one year, and Chatterjee said the brand will be running a series of interesting campaigns to further consolidate the brand's resonance among current and prospective consumer groups. 

The initial launch campaign for the Canvas Turbo includes television, print and online.

The brand is also looking at expanding its footprint across the globe as the first Indian hardware brand to go global. "The association with Hugh Jackman is an ideal partnership for Micromax to connect with audiences anywhere in the world, as he is the leading name in the entertainment industry in the world," Chatterjee said.

According to IDC, Micromax is India’s leading handset manufacturer and is currently the second largest smartphone player in the country with a 22 per cent market share. In the latest Canalys report, it is the fourth largest vendor in the APAC region.

Source:
Campaign Asia

Related Articles

Just Published

20 hours ago

Creative Minds: FCB's Claire Herselman transforms ...

Get to know the senior copywriter who moved to London at 18 and worked as a barista.

21 hours ago

WPP boss Mark Read hits back at employee vitriol ...

CEO told Campaign's sister title, PRWeek, that some of the comments being made about his decision to require all employees to work in the office at least four days a week do not reflect the views of many staff.

22 hours ago

How young Malay-Muslim women are spending and consuming

Malay-Muslim women are leading a consumer revolution, with 93% preferring local groceries and 89% choosing homegrown F&B, according to a new analysis. Brand boycotts are reshaping loyalty, while halal certification, affordability, and shared cultural identity are the decisive factors in their purchasing power.

23 hours ago

Singtel's attempt to reimagine LNY traditions ...

The telco's annual festive film blends humour and lightheartedness, but its reliance on traditional gender roles dampens an otherwise innovative take on festive preparations.