The Hindu Business Line : Micromax plans Rs 100 cr for marketing

NEW DELHI: The Gurgaon-based mobile handset- maker Micromax will invest Rs 100 crore over the next two years for marketing and brand promotion as it expands its presence in the metros and tier I cities. Currently, about 80 per cent of the company’s reven ues come from rural areas.

“Though we have had a presence in the metros and tier I cities, it was not that strong. Over the next two years, we will invest in promoting the brand and building a strong brand promise,” Micromax Business Director Mr Vikas Jain said.

The company would invest Rs 100 crore, funded through internal accruals, for a 360-degree campaign comprising print, TV, out-of-home, and promotional offers, he added. The company has also partnered with music channel MTV to launch a co-branded phone.

“These partnerships speak volumes about the value that we present. The MTV co-branded phone is a music phone targetted at today’s youth,” Mr Jain said.

Micromax has a similar partnership with state-run telecom operator MTNL for providing co-branded 3G enabled handsets.

The company, currently sells about 6.5 lakh handsets a month and is aiming at sales of one million units by March 2010. - PTI

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