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\"\"
As a consumer if I have to describe Indian mobile phone market, I would simply call it vibrant and competitive. Players such as Samsung<\/a>, Micromax<\/a>, Apple, Lava, Intex, Motorolla, Nokia and Karbonn are fiercely battling for every decimal point of market share with the weapons such as advertising, discount and new products. All these players have a simple plan, attack, because there is no time to wait for other to make a move and then react.
\n
\nAccording to the recently published reports, Korean electronics giant, Samsung is seen as the number one player in the Indian smartphone as well as the feature phone category while the second spot is occupied by Micromax, a homegrown company, which entered the market in 2008 and initially grabbed the market share on the back of its longer battery life phones. The latter did displace the Korean giant from its position in Q2, 2014, but only for a short period.
\n
Micromax has been spending heavily on advertising and marketing across mediums to increase their recall, (some of their recent campaigns include Unite Cricket Anthem, Canvas Nitro) but in a bid to differentiate in the category they appointed Hollywood actor Hugh Jackman<\/a> (popular for Wolverine<\/a> in X-Men Series) as its brand endorser in 2013 for the CANVAS range to launch CANVAS Turbo. The idea then was to shed off the ‘cheap’ tag and break the clutter.
\n
\nRecently Jackman launched Micromax CANVAS Silver 5, which the company claims to be the slimmest and lightest phone ever. It has launched an action-packed campaign conceptualized and designed by Lowe Lintas, to promote the phone.
\n
\nThe film shows Jackman trying to escape a high security prison using CANVAS Silver 5 as the only weapon. The story demonstrates the sleek design of the phone and how he uses it the most innovative ways and manages to escape.
\n
\n\"\"
\n
\nThe agency crafted the film to look like a movie and designed the experience to be one where the slimness is an after-realisation. The idea was to show 'Oh, so that's what was happening with the phone' rather than 'Oh, look how he's using the slim phone'.
\n
\n\"\"
\n
\nBut the bigger question is, will the Indian audience connect to this new ad? Can Jackman, who is a foreign actor, get that recall and cut across the categories to give Micromax edge over its competitors?
\n
\nTo this Amer Jalel, NCD, Lowe Lintas asserts that most actors have a franchise (celebrities who have acted\/notable role in more than one successful movie franchise) <\/strong><\/em>and Jackman when compared with others has a bigger franchise. “He is a superhero and is popularly known for his character as Wolverine across the categories of Micromax audience. This is the simple reason why we have chosen him.”
\n
\nFurther Jalel adds that CANVAS Silver 5 is a great product with several features but we chose to go for its slimness and explode the campaign around it.
\n
\nCan Jackman do it?<\/strong>
\n
\nGone are those days when Indians knew very little about Hollywood stars, today in this day and age of internet, they just love them and it can be seen from the mad rush for ticket booking for movies like the Avengers, Batman, X-Men, Lord of the Rings, Avatar, Terminator, Jurassic park, Transformers. One may say that Indian may not know the real names of several actors but they know everything about the superhero character they played.
\n
\nJayant Bedi, Chief Creative Lead, The Bee Advertising finds Jackman as the right choice for the brand to connect with the audience. “Since he's already a popular and favorite actor because of the X-Men franchise, Real Steel and Wolverine in the country, this ad showcases and uses him brilliantly in his sleek, action avatar. The Indian smartphone users are someone who loves their gadgets and want their hands on any new product that's smart and loaded with technology. Thus, I believe, Hugh Jackman gets them pretty interested in the product as far as being the torch-bearer of 'latest-technology' phones go,” adds Bedi.
\n
\nJagdeep Kapoor, Chairman and MD, Samsika, points out that this celebrity brings an international flavor to the brand and adds to the ' cool ' action oriented personality to it. “Most people will connect to the brand and a few people will connect with the endorser in India. All in all, the ad and the celebrity add value to the brand, reinforcing an international stature, he adds.
\n
\nIndian brands have always tried to play safe when it comes to choosing the brand endorsers. They mostly opt for the local faces including movie stars or sportsman but not someone from outside because it is expensive and the endorser may or may not have a pan-India connect. One anomaly was S Kumar, a premium suiting brand, in 90s, who appointed Pierce Brosnan as its brand endorser with the tagline ‘Bond With The Best’. The experiment failed and it soon hired Amitabh Bachchan. So will the Micromax’s gamble on the Wolverine pay or will it not, it still remains to be seen.
\n\n<\/body>","next_sibling":[{"msid":48048108,"title":"More of Samsung, Micromax smartphones are assembled in India now","entity_type":"ARTICLE","link":"\/news\/devices\/more-of-samsung-micromax-smartphones-are-assembled-in-india-now\/48048108","category_name":null,"category_name_seo":"devices"}],"related_content":[],"msid":48048460,"entity_type":"ARTICLE","title":"What does \u2018The Wolverine\u2019 add to Micromax\u2019s CANVAS Silver 5","synopsis":"Will the foreign actor be able to connect with the\nIndian audiences?","titleseo":"devices\/what-does-the-wolverine-add-to-micromaxs-canvas-silver-5","status":"ACTIVE","authors":[{"author_name":"Devesh Gupta","author_link":"\/author\/479240562\/devesh-gupta","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479240562.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479240562,"author_name":"Devesh Gupta","author_seo_name":"Devesh-Gupta","designation":"Principal Correspondent","agency":false}}],"Alttitle":{"minfo":""},"artag":"AdAge","artdate":"2015-07-13 09:04:37","lastupd":"2015-07-13 09:07:25","breadcrumbTags":["Devices","Samsung","Hugh Jackman","Micromax","Wolverine"],"secinfo":{"seolocation":"devices\/what-does-the-wolverine-add-to-micromaxs-canvas-silver-5"}}" data-authors="[" devesh gupta"]" data-category-name="Devices" data-category_id="12" data-date="2015-07-13" data-index="article_1">

什么“金刚狼”添加到Micromax帆布银5

外国演员能够与印度观众吗?

Devesh古普塔
  • 更新于2015年7月13日上午09:07坚持

作为一个消费者如果我有描述印度手机市场,我只会叫它充满活力和竞争力。球员如三星,Micromax、苹果、熔岩、国际展览中心、拿着诺基亚和Karbonn激烈的市场份额争夺每一个小数点武器如广告、折扣和新产品。所有这些球员有一个简单的计划,攻击,因为没有时间等待其他采取行动,然后反应。

根据最近出版的报道,韩国电子巨头三星被视为头号球员在印度智能手机和功能手机类别而第二点被Micromax占领,本土公司最初于2008年进入市场,抓住市场份额背面的手机电池寿命更长。后者取代了韩国巨头在Q2从它的地位,2014年,但只在短时间内。

Micromax已经支出在很大程度上跨媒介广告和营销来提高他们的回忆,(他们的一些最近的活动包括团结板球国歌,帆布硝基)但为了区分类别他们任命好莱坞演员休·杰克曼(受欢迎金刚狼在x战警系列)作为其品牌背书人在2013年画布范围推出帆布涡轮。这个想法是摆脱了“廉价”标签,打破混乱。

最近杰克曼发起Micromax帆布银5,该公司自称是最薄和轻的电话。它发起了一项令人激动的运动概念和由劳灵狮广告设计,促进手机。

这部电影展示了杰克曼试图逃跑高度安全的监狱使用帆布银5作为唯一的武器。手机的故事展示了时尚的设计以及他如何使用它最创新的方式,设法逃脱。



该机构精心制作的电影看起来像一个电影和设计的经验是细长after-realisation。这个想法是展示‘哦,这是发生了什么电话的而不是“哦,看他如何使用超薄手机的。



但更大的问题是,印度观众连接到这个新广告吗?杰克曼,他是一个外国演员,让回忆和跨越的类别给Micromax优势竞争对手?

Amer Jalel,非传染性疾病,劳灵狮广告声称,大多数演员都有特许经营(名人行动/引人注目的角色在多个成功的电影特许经营)与他人相比,杰克曼有一个更大的特权。“他是一个英雄,被以他的性格是金刚狼的类别Micromax观众。这是一个简单的原因我们选择他。”

进一步Jalel补充说,帆布银5是一个伟大的产品和几个特性但我们选择去微薄和爆炸活动。

杰克曼能做到吗?

那些日子一去不复返了印度人很少了解好莱坞明星,在今天这个时代,互联网,他们只是爱他们,它可以看到疯狂的机票预订等电影复仇者,蝙蝠侠,《x战警》、《魔戒》、《阿凡达》,《终结者》、《侏罗纪公园》,《变形金刚》。人可能会说,印度可能不知道几个演员的真实姓名,但他们知道超级英雄人物的一切。

Bedi Jayant首席创意领先,蜜蜂,广告发现杰克曼作为品牌的正确选择与观众的联系。“因为他已经是一种流行的和最喜欢的男演员因为x战警系列,真正的钢铁和金刚狼,这个广告展示和使用他出色地在光滑的,《阿凡达》。印度智能手机用户的人喜欢他们的产品,并希望他们的手在任何智能和加载技术的新产品。因此,我相信,休·杰克曼让他们非常感兴趣的产品只要是“最新技术”手机的火炬接力手,”贝蒂补充道。

董事长兼医学博士Jagdeep Kapoor Samsika,指出这个名人带来的国际风味的品牌,并就口感给出“酷”面向行动的性格。“大多数人将连接到品牌和几个人联系印度的背书人。总而言之,广告和名人品牌增加价值,增强国际地位,他补充道。

印度品牌一直试图玩安全时选择品牌代言人。他们大多选择当地的脸包括电影明星或运动员而不是从外面有人,因为它是昂贵的,背书人可能有也可能没有一个pan-India连接。一个异常是库马尔,溢价适合品牌,在90年代,他任命皮尔斯·布鲁斯南为其品牌背书人以“结合最好的”。实验失败了,很快就聘请了Amitabh巴克强。所以将Micromax赌博的金刚狼还是会不付钱,它仍然有待观察。
  • 发布于2015年7月13日09:04点坚持
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\"\"
As a consumer if I have to describe Indian mobile phone market, I would simply call it vibrant and competitive. Players such as Samsung<\/a>, Micromax<\/a>, Apple, Lava, Intex, Motorolla, Nokia and Karbonn are fiercely battling for every decimal point of market share with the weapons such as advertising, discount and new products. All these players have a simple plan, attack, because there is no time to wait for other to make a move and then react.
\n
\nAccording to the recently published reports, Korean electronics giant, Samsung is seen as the number one player in the Indian smartphone as well as the feature phone category while the second spot is occupied by Micromax, a homegrown company, which entered the market in 2008 and initially grabbed the market share on the back of its longer battery life phones. The latter did displace the Korean giant from its position in Q2, 2014, but only for a short period.
\n
Micromax has been spending heavily on advertising and marketing across mediums to increase their recall, (some of their recent campaigns include Unite Cricket Anthem, Canvas Nitro) but in a bid to differentiate in the category they appointed Hollywood actor Hugh Jackman<\/a> (popular for Wolverine<\/a> in X-Men Series) as its brand endorser in 2013 for the CANVAS range to launch CANVAS Turbo. The idea then was to shed off the ‘cheap’ tag and break the clutter.
\n
\nRecently Jackman launched Micromax CANVAS Silver 5, which the company claims to be the slimmest and lightest phone ever. It has launched an action-packed campaign conceptualized and designed by Lowe Lintas, to promote the phone.
\n
\nThe film shows Jackman trying to escape a high security prison using CANVAS Silver 5 as the only weapon. The story demonstrates the sleek design of the phone and how he uses it the most innovative ways and manages to escape.
\n
\n\"\"
\n
\nThe agency crafted the film to look like a movie and designed the experience to be one where the slimness is an after-realisation. The idea was to show 'Oh, so that's what was happening with the phone' rather than 'Oh, look how he's using the slim phone'.
\n
\n\"\"
\n
\nBut the bigger question is, will the Indian audience connect to this new ad? Can Jackman, who is a foreign actor, get that recall and cut across the categories to give Micromax edge over its competitors?
\n
\nTo this Amer Jalel, NCD, Lowe Lintas asserts that most actors have a franchise (celebrities who have acted\/notable role in more than one successful movie franchise) <\/strong><\/em>and Jackman when compared with others has a bigger franchise. “He is a superhero and is popularly known for his character as Wolverine across the categories of Micromax audience. This is the simple reason why we have chosen him.”
\n
\nFurther Jalel adds that CANVAS Silver 5 is a great product with several features but we chose to go for its slimness and explode the campaign around it.
\n
\nCan Jackman do it?<\/strong>
\n
\nGone are those days when Indians knew very little about Hollywood stars, today in this day and age of internet, they just love them and it can be seen from the mad rush for ticket booking for movies like the Avengers, Batman, X-Men, Lord of the Rings, Avatar, Terminator, Jurassic park, Transformers. One may say that Indian may not know the real names of several actors but they know everything about the superhero character they played.
\n
\nJayant Bedi, Chief Creative Lead, The Bee Advertising finds Jackman as the right choice for the brand to connect with the audience. “Since he's already a popular and favorite actor because of the X-Men franchise, Real Steel and Wolverine in the country, this ad showcases and uses him brilliantly in his sleek, action avatar. The Indian smartphone users are someone who loves their gadgets and want their hands on any new product that's smart and loaded with technology. Thus, I believe, Hugh Jackman gets them pretty interested in the product as far as being the torch-bearer of 'latest-technology' phones go,” adds Bedi.
\n
\nJagdeep Kapoor, Chairman and MD, Samsika, points out that this celebrity brings an international flavor to the brand and adds to the ' cool ' action oriented personality to it. “Most people will connect to the brand and a few people will connect with the endorser in India. All in all, the ad and the celebrity add value to the brand, reinforcing an international stature, he adds.
\n
\nIndian brands have always tried to play safe when it comes to choosing the brand endorsers. They mostly opt for the local faces including movie stars or sportsman but not someone from outside because it is expensive and the endorser may or may not have a pan-India connect. One anomaly was S Kumar, a premium suiting brand, in 90s, who appointed Pierce Brosnan as its brand endorser with the tagline ‘Bond With The Best’. The experiment failed and it soon hired Amitabh Bachchan. So will the Micromax’s gamble on the Wolverine pay or will it not, it still remains to be seen.
\n\n<\/body>","next_sibling":[{"msid":48048108,"title":"More of Samsung, Micromax smartphones are assembled in India now","entity_type":"ARTICLE","link":"\/news\/devices\/more-of-samsung-micromax-smartphones-are-assembled-in-india-now\/48048108","category_name":null,"category_name_seo":"devices"}],"related_content":[],"msid":48048460,"entity_type":"ARTICLE","title":"What does \u2018The Wolverine\u2019 add to Micromax\u2019s CANVAS Silver 5","synopsis":"Will the foreign actor be able to connect with the\nIndian audiences?","titleseo":"devices\/what-does-the-wolverine-add-to-micromaxs-canvas-silver-5","status":"ACTIVE","authors":[{"author_name":"Devesh Gupta","author_link":"\/author\/479240562\/devesh-gupta","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479240562.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479240562,"author_name":"Devesh Gupta","author_seo_name":"Devesh-Gupta","designation":"Principal Correspondent","agency":false}}],"Alttitle":{"minfo":""},"artag":"AdAge","artdate":"2015-07-13 09:04:37","lastupd":"2015-07-13 09:07:25","breadcrumbTags":["Devices","Samsung","Hugh Jackman","Micromax","Wolverine"],"secinfo":{"seolocation":"devices\/what-does-the-wolverine-add-to-micromaxs-canvas-silver-5"}}" data-news_link="//www.iser-br.com/news/devices/what-does-the-wolverine-add-to-micromaxs-canvas-silver-5/48048460">