Micromax's '#AndGeneration' ad film targets youth

The advert promotes Canvas 5 smartphone, designed for youngsters, keeping in mind their expectations.

Homegrown mobile handset maker Micromax Informatics has released a new ad film called #AndGeneration, aimed at promoting Canvas 5, the latest smartphone with a host of technologically upgraded features and a reasonable price. The TVC intends to target the urban youth in the age bracket of 15-25 years, especially those who aspire for a fine balance between entertainment, productivity and connectivity.

The film has been produced by the production house Like Minded People and directed by Piyush Raghani. The communication is based on the insight that youngsters today are making multiple choices in their daily lives and are not happy with what's given to them; they want more. This behavior is visible in the everyday choices they make while shopping, eating out and other leisure activities. The brand has identified such people as the 'And Generation', which also happens to be the theme of the film.

Working on this insight, the brand has tried to position Canvas 5 (the flagship offering from Micromax) as a smartphone designed for the 'And Generation', with features of their choice such as 4G LTE, 3 GB DDR3 RAM, 5.2 inch full HD screen, 1.3 GHz Octa Core processor, 2900 mAH battery, 13MP AF rear, and 5MP front camera, at a reasonable price.

The brand aims to explore digital, as well as point-of-sale (PoS) advertising across metros as a media mix besides the TVC. Facebook, YouTube and Hotstar will be used by the brand to drive the promotions for the latest campaign.

The brand's three categories of phones, Canvas, Bolt, and the feature phones drive its sales to a considerable extent, of which 80 per cent of the sales volume comes from the Canvas range which is a premium range smartphone.

The brand recently took the decision to end its five-year-long association with Lowe Lintas as its creative agency.

Commenting on the same, Shubhajit Sen, CMO, Micromax Informatics, adds, "There has been a category shift in Micromax phones in the last three-to-four years. Not only has competition increased as compared to the time we started, but the technology, too, has improved. Moreover, retail versus online is a big challenge for every category and it is the same for us. We have therefore, decided to part ways mutually, after a successful five-year-long association."

Sharing his vision for the future, Sen further adds, "We need to look at making the brand bigger and better in the next four years."