20 Sep 2017
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Micromax signs Anil Kapoor as brand ambassador

MUMBAI: Micromax Informatics has roped in Bollywood actor Anil Kapoor as its new brand ambassador to bolster its footprint in the growing consumer electronic segment in India.

Targeting the consumers across India, Micromax will roll out a 360-degree campaign with presence across TVC, print, digital and OOH.

Aiming to capture double-digit market share in the air conditioner and television segments, Micromax has invested close to Rs 200 crore to build channel and infrastructure capabilities as it seeks to be a complete consumer electronics brand in the next three years. Consumer electronics currently contributes about 10% to the overall Micromax revenue and the company expects the consumer durables vertical to contribute up to 25% of its revenues by the end of 2019.

Commenting on the association, Micromax Informatics co-founder Rajesh Agarwal said, “Anil Kapoor is a rare blend of talent, versatility and class and it gives us immense pleasure to have him as our brand ambassador for the consumer electronics segment. Micromax products have always brought happiness and joy in the lives of the consumers and hence our association will further leverage the legacy and credibility of both Micromax and Anil Kapoor.”

He added, “Riding big on deep understanding of the Indian consumer and customer led innovations, Micromax has robust plans to take the consumer electronics category to newer heights and create the same magic it did in the mobility segment.”

In April 2016, Micromax announced its vision to be a leading consumer electronics brand by diversifying its product portfolio and moving into non-mobility segments as well. In sync with its vision, the company has recently launched a complete line of ACs, after it successfully introduced ACs as a pilot project last year in June 2016. The range comprises of 07 split ACs and 01 Window AC right at the onset of the peak summer season in India

Said Micromax chief marketing officer Shubhajit Sen, “We are extremely thrilled to have Mr Anil Kapoor as our brand ambassador for the consumer durables segment in India. Mr Kapoor’s fan following cuts across age brackets, both nationally and Internationally- in-sync with the trajectory that Micromax has built for itself over the past decade. We believe that our association with Mr Kapoor will further help strengthen our connect with the consumers across demographics, giving them a face that is the perfect confluence of style and individuality.”