Micromax partners One Digital Entertainment for its Canvas Fire range smartphones

14 Sep,2016

By A Correspondent


Micromax Informatics announced its campaign for its recently launched Canvas Fire smartphone range. The campaign includes Micromax’s partnership with One Digital Entertainment for the product integration of the Canvas Fire range in the music video of the soundtrack ‘Lak Hilaade’ by Manj Musik and Raftaar, also featuring Amy Jackson. The campaign, along with the music video of the peppy soundtrack aims to establish the Fire range by Micromax as the ideal fit for music lovers with its compelling audio centric features like Auro 3D sound technology and front firing speakers.


The music video seamlessly integrates Micromax’s Fire range and the official video posted on T-Series YouTube Channel has garnered over 10 million views within the first week of its release on September 1, 2016. The ‘Lak Hilade’ video that features leading celebrities, Bollywood personalities and artists has become a social media rage.


Commenting on the partnership, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “Being a youth-centric brand, Micromax has always been focused on Movies, Music and Sports. Taking this ahead, we are proud to partner with One Digital Entertainment for our new campaign..”


Commenting on the partnership, Gurpreet Singh Bhasin, COO and co-founder, One Digital Entertainment said, “The reward and reach this track has garnered proves our stand yet again. We are extremely happy to have partnered with Micromax who believed in this strategy of connecting with their audiences. The surround and integrated marketing plan that was mounted around the music video has helped amplify content reach on platforms beyond YouTube.Subtle integrations and strategic partnerships of this nature often unlock magical value that usually stays hidden. This is a win-win for all – creators, content, consumers and brands.”


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