Since the launch of the brand, Micromax enjoyed a few good years as the leading low budget - big on features smart phone brand. They made a big impact in the market and had an customer base of college students, low income corporate employees and people with plain shitty taste in quality.
Success went to their heads so fast that Micromax started to rip off iPhone advertising. Cheeky!
Pumping tons of cash in advertising did push the brand to look better in the market and get more mouths talking about their products but at the end of the day the devices were china made pieces of shit. With no reliability and deteriorating quality from the moment you took it out of the box, we pity the idiots who went on to buy another Micromax in their lives.
There is a limit to how far you can push your brand using white people but with the number of Indian brands who use western (white skin only) persons to give their brand an international image, Micromax went a step ahead and roped in Hugh Jackman too. This was pretty big and a first for an Indian brand to do something of this scale. Poor Jackman wouldn't have a clue about brand perception as all they must have shown him were sales numbers.
Micromax shot itself in the face with this ad and paved the way for its own doom. Motorola introduced its budget phones of much higher quality, features and reliability and Micromax to this day has no answer. The smartphone market is a competitive place and Micromax had its glory days, its 2017 and they are just struggling to hang on now.
The ad reeks of desperation with the opening line saying, "Hey you better listen up, cause we paid a lot of money for this" ........WTF!
They follow this by, "We're not made in California and don't have fruit for a logo!"
Then it all goes downhill from here with a guy throwing a phone into a car just because the rich guy in there would not have bought a Micromax.
Watch the Micromax "Anthem" here, nuts, guts and one long face palm.
Look around, do you see a Micromax anymore?
Reasons to buy a Micromax phone:
1. Your annual income is lesser than 1.25L.
2. You want to gift your cousin a shitty phone cause you hate them and they're clumsy af.
3. It's 2012 and people don't have a real clue about smartphones.
4. You have a taste for Bhojpuri cinema.
Micromax anthem was one of the best of its time. I used to take inspiration for my superiorpaper.org marketing campaigns. Highly informative blog you have.
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