Micromax Informatics Ltd. today announced the appointment of
Creativeland Asia (CLA) as its creative agency on record. As a part of this
partnership, CLA will handle the entire integrated design and communication
mandate for Micromax globally. The decision to partner together was taken after
an intense multi-agency pitch process, held last month.
Micromax is endorsed by Hollywood’s leading start Hugh
Jackman and ranks among the top 10 mobile phone manufaturers in the world. Among
the top 10, Korean firm Samsung leads by tally with 21.3% share, followed by
Apple (13.1%), Microsoft (7.2%), LG (4.3%) and Lenovo (4.2%).
Xiaomi (3.2%), and Micromax (1.8 %). Micromax is
also the 2nd largest handset brand in India after Samsung.
Creativeland Asia is one of the largest independent creative
agencies with a vibrant history of having done many successful integrated
design and communication manadates in the market over the last nine years.
Creativeland has been involved in restaging Cinthol, MTS, CCD, Frooti and
Indian Express. Refreshing brands like Audi, Mercedes, Godrej Expert and Godrej
No.1. And launching from scratch, brands like Godrej aer, Protekt and Hippo.
Micromax will be handled out of Creativeland’s Mumbai and
Delhi offices. Creativeland is also putting together a global design team from
Amsterdam and New York to work on the mandate.
Confirming
the news, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics, said, “We
are delighted to bring CLA on board as our creative agency to help us take the
brand to the next level. The agency has demonstrated great understanding and
passion along with a clear vision and articulation for way forward on the
brand. We look forward to their creative excellence to help enhance our consumer
connect and create some unconventional campaigns as we get into our next growth
phase.”
Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia said, “This is perhaps the most exciting product category to be associated with anywhere in the world right now. And when someone ambitious like Micromax who is one of the world’s largest mobile phone makers have manadated us to take them to the next level across the globe, things can’t get more exciting. The fact that Micromax has been challenging giants and doing the unthinkable in the last decade is in itself a philosophical wave-length match for us. We are ready to bring the best out of us.”