This is the first time that Micromax has hired an international celebrity as its brand ambassador.
The creative agency for the brand is Lowe Lintas & Partners, and its senior VP Rajiv Chatterjee told Campaign Asia-Pacific that it's not common for Indian brands to hire big global ambassadors. One of the key attributes of both Micromax and Hugh Jackman is "versatility", he said.
Shubhodip Pal, CMO of Micromax pointed out that “there is a great synergy between Hugh Jackman’s personality with Micromax, which has always been identified as a bold, audacious and youthful brand, loved by consumers for empowering them with consistent innovations.“
Jackman has a strong following among women and men and youth, as his movies appeal to a diverse set of audiences, Chatterjee added.
The endorsement contract is for one year, and Chatterjee said the brand will be running a series of interesting campaigns to further consolidate the brand's resonance among current and prospective consumer groups.
The initial launch campaign for the Canvas Turbo includes television, print and online.
The brand is also looking at expanding its footprint across the globe as the first Indian hardware brand to go global. "The association with Hugh Jackman is an ideal partnership for Micromax to connect with audiences anywhere in the world, as he is the leading name in the entertainment industry in the world," Chatterjee said.
According to IDC, Micromax is India’s leading handset manufacturer and is currently the second largest smartphone player in the country with a 22 per cent market share. In the latest Canalys report, it is the fourth largest vendor in the APAC region.