Tracked By KARTHIK RAJA
Micromax entered the hugely lucrative smartphone market with its first Android Phone - Andro A60 in November 2010.It came up with a tongue in cheek campaign to catch the attention of its TG.
Viral marketing
Micromax had a website up where it is offering an Android phone for free. Here’s what you had to do to stand a chance of getting a free Android phone.Head over to MyFirstAndroid.com. Fill in a story of what you can do to get your first Android.
The campaign coupled with the TVC’s based on the same theme were a massive success among its TG with total entries touching 4 figures.
Some of the innovative quotes -
"For my first android phone..i can talk with mahesh bhatt and yash ji..with ear-plug of course.."
"For getting my first android i can listen himesh reshamia’s song for atleast 1 min…after that i can faint.."
"For my first android, I will dump my girlfriend and marry any random girl my parents pick up. True story!"
The feel of the entire campaign reflects the preferences and interest of youth in the age of 18-25 which forms a major portion of their customers.Micromax bases its communication on the premise that the major interests of this group of customers are cricket,bollywood and music. This focus is reflected by their choice of IPL as a medium to brand, their tie up with MTV and the USP's of their products. The spunk element in the campaign helped capture attention and connect with potential buyers in a unique way helping it carve out a distinctive positioning among the clutter.
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