Micromax out to woo consumers with new AC range

17 Jun,2016



With its new look and strategic vision to be a leading consumer electronics brand, Micromax Informatics announced its foray into a new category - Air Conditioning. Micromax has kick-started a 360 degree campaign targeting young professional, first time jobbers and entrepreneurs to highlight its foray into the Air Conditioner segment and to put across the compelling features.


As a part of the campaign, Micromax along with its production house Collective Art have come up with a TVC which salutes the aspirational youth of the country. The TVC is weaved around the fact that today’s generation is determined, ready to take risks and break their backs in order to make their venture a success, but draw the line when it comes to breaking a sweat. Micromax Air Conditioners’ ECCO Blu Technology cools faster and saves power- the very same spirit of efficiency that lives within each of us.


Engineered to deliver exceptional cooling, increased efficiency and lowering operating and maintenance costs, Micromax launched its new range of ACs comprising of three split ACs and one window AC in the first phase. Developed especially for the diverse Indian weather, Micromax Air Conditioners are armed with advanced features like turbo cooling which ensures desired temperatures are reached efficiently, much like the efficiency desired by start-ups and entrepreneurs showcased in the advertisement.


Commenting on the campaign, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “As Micromax evolves itself to be a leading consumer electronics brand in the next 2-3 years, the decision of foraying in to new categories was solely basis our strong positioning in the Indian market and understanding of consumer demand and need. With our range of Air Conditioners, we are offering our consumers a balance of effectiveness and efficiency with ECCO Blu Technology that ensures durability prolonging the lifespan of the Air Conditioner. Our new TVC campaign ties in well with Micromax’s story of starting from humble beginnings and is also a reflection of our new brand identity of ‘Nuts. Guts. Glory’. ”


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