Debrief: Micromax: Sexy and cool

29 May,2012

By Anil Thakraney


The king of irreverent advertising, Micromax, is back with another edgy campaign. This one is for their new handset called A50 Ninja, which comes with a built-in female voice feature that offers artificial intelligence. And very smartly, they’ve pet named the phone ‘Aisha’.


The central idea is that the user bonds with the phone as if it was a beautiful woman. A woman who quietly obeys the master’s commands and offers him solutions like a good personal assistant. A cross between a sexy mistress and an efficient secretary. She has no emotions and is very matter-of-fact. And as a bonus, Aisha engages the boss in conversations that are laced with sexual innuendo, even as she solves his problems.


This isn’t brilliant stuff but it most definitely is clever. Because the advertising panders to that ultimate fantasy of a man: to possess a smart chick who does what he demands, and never argues back. Clearly an impossibility in the real world, but we men do secretly fantasize about these things, don’t we? Admit it, dood!


Additionally, I like the fact that Micromax has stuck to its irreverent brand personality. I know plenty of feminists who would abhor this campaign, but that’s of no consequence to the phone maker. They will play mischief, they’ve decided that from the start. Whether you agree with them or not, you have to appreciate their focus.


Rating: (On a scale of 1 to 5):  3. Good strategy backed by provocative creative.



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