Micromax ups the X-factor

Micromax has roped in Hugh Jackman as brand ambassador in order to expand itsfootprint across the globe. Do you think the step will help Micromax in establishing itself globally?

The students of the Indian Institute of Management, Shillong on Micromax’ international dreams:

Shubhang Srivastava

Micromax, an alternative to Nokia-Samsung in India plans to go premium and global. By signing Hugh Jackman and a sleek teaser for Canvas Turbo, Micromax has made all the right noises. But the real measure of its success would be if it manages to get a foothold in the West (its market share in India is only 8.7 per cent). Its price is in its favour, though it remains to be seen how they manage to be price-competitive yet premium. Now they compete with Apple, Samsung, Microsoft-Nokia and Google-Motorola amongst others. The blitzkrieg signing of Jackman has our curiosity, let’s see if its gets our attention.

Swikruti Panda

The buzz around this celebrity endorsement is expected to give Micromax (at #12 globally), a huge leg-up in the international arena. But Jackman’s aura might eclipse the brand. Yes, the brand has to match the rising aspirations. Equally irrefutable is the “foreign means better” hangover that lingers in the minds of Indian advertisers. An overnight change of face might not help the aggressive challenger. Apparently it is the easiest makeover chosen to suppress the “Made in India” imagery, but a tad too late. I feel they should move ahead by diligently associating with international events and make people appreciate the transition to a true global brand gradually, rather than risking the abrupt oomph of “Jackman-Canvas.”

Nishanth

Jackman with his stylish image and the ‘hunk’ attitude is the perfect strategic fit for Micromax’s expansion plans.

Their innovative marketing strategies have already proliferated the word-of-mouth marketing and this move will help them create a better global presence. The poster that was released by them has already created a huge buzz online. This association will definitely enhance Micromax’s brand into the international markets.

Dipak Senapati

Who says sky is the limit when we have touched the moon. This fits apt for Micromax, which entered as a low-cost brand and has now emerged as the number two in India, ahead of its competitors like Nokia, Sony-Ericsson and Blackberry. Now it has a larger ambition of increasing its presence in the global stage. But globally Indian technology is still considered to be inferior compared to those of the West. So Micromax’s association with Jackman is a well-calculated strategy to un-Indianise the brand, which will give it an international appeal and will help in removing its tag as a ‘low cost local brand.’ Jackman has influence over the urban masses all over the world and this will increase the aspirational value of the brand and it will be the founding stone of its journey of intense competition with the global stalwarts.

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