Micromax, Lowe, mutually agree to part ways

The company appointed the agency in 2010.

The homegrown mobile handset maker Micromax Informatics has mutually ended its five-year long association with its creative agency Lowe Lintas.

The agency came on board in 2010, winning the account from Draft FCB Ulka (now FCB Ulka).

Confirming the development, an official statement from Micromax states, "Micromax and Lowe Lintas had a wonderful relationship and this mutually beneficial partnership has helped Micromax to become a leading brand in India, with a differentiated and strong equity with consumers. As we reviewed the way forward, we understood that we have differences in our vision for the brand and the category, and therefore, agreed to part ways at this juncture."

One of the most recent campaigns the agency created for the brand was with Hollywood actor Hugh Jackman as brand ambassador. The campaign promoted Canvas Sliver 5, touted as 'the slimmest phone ever', and targetted the up-market, urban youth.

After parting ways with Lowe, a networked agency, should @Micromax_Mobile work with a creative startup next?

— afaqs! (@afaqs) November 23, 2015