New-look Micromax Guns for Samsung
Unveils new logo and tagline, launches own ecomm portal and 15 new handsets
New Delhi: Micromax, India’s No. 2 smartphone brand, has unveiled a new logo and tagline, launched 15 handsets and its own ecommerce portal, marking an aggressive play to topple leader Samsung in India and setting itself on course to figure among the top five brands in the world by 2020.
The country’s largest home-bred smartphone vendor, historically popular for its low-priced handsets, is pitching its focus on services as a key differentiator in an intensely competitive market where most players, especially Chinese and Indians, play the high specifications-at-a-low-price game to attract buyers. “As we start the new journey, Micromax 3.0, we needed to signal the change to consumers…We can’t keep on just making phones and not focus on services, not realign ourselves,” co-founder Rahul Sharma said, underlining the reason behind the change in branding. “Times have changed, we’re changing.”
Besides changing its logo, Micromax also changed its tagline to ‘Nuts, Guts, Glory’ from ‘Nothing like Anything’.
Brand consultant Harish Bijoor said with so many brands in the market, it is important to look contemporary at all times, more so as a larger segment of the target customers for Micromax are young. “The tagline would now go better with the brand ambassador Hugh Jackman.” In the fastest growing smartphone market worldwide, competition is fierce and Micromax has recognised that playing on price alone will not move the needle among consumers. Sharma said the company aims to have 100 million connected devices by 2017end, in a bid to be counted among the top five globally by 2020. “We will have to reach out to 2 billion people globally to be among the top five.” To build on its services play, Micromax will look at second-tranches of investment into the 10 startups including Ixigo and Scandid that it has already invested in, said Vikas Jain, another cofounder. Services from these companies will be integrated into the ‘Around’ platform, common to Yu and Micromax devices.