Micromax teams up with Hugh Jackman to give Canvas Silver 5 Superhero status

Staying true to its ‘nothing like anything’ philosophy, Micromax Informatics Ltd., India’s leading mobile phone brand, unveiled its new TVC starring actor, Hugh Jackman. In the new campaign for Canvas Sliver 5, the world’s slimmest and lightest smartphone, fans will get to see the Wolverine star in a spell bounding storyline. The association comes as an extension of Micromax’s partnership for the Canvas Series. Jackman was last seen in the company’s campaign for the Canvas Turbo.

The television commercial, conceptualized by Lowe Lintas and Partners, has been shot Description: cid:image001.jpg@01D0BA9F.12835E30like an action-packed thriller and introduces the slimness of the phone. Hugh Jackman plays the role of a tough character trying to escape a high security prison. And the only weapon he has is the Canvas Sliver 5. The story demonstrates how he uses the slimness of the phone in the most innovative ways and manages to escape. Thereby showcasing the sleek design throughout the commercial.  The campaign will go on air on July 10, 2015.

Speaking on the association, Mr Shubhajit Sen, Chief Marketing Officer, Micromax said, “Micromax Canvas Sliver 5, the slimmest and the lightest phone ever, deserved a campaign that could become the most entertaining ever. That’s why, we have teamed up once again with Hugh Jackman, best known for his role as Wolverine. The strategy was to elect Jackman to introduce the slimmest phone ever, in all our communication. Hugh’s dynamic fearless personality, our creative appetite for technology, keen consumer insight combined with our innovation engine makes this a very powerful partnership. As we further look to strengthen our footprint across the globe, this is an ideal association for us to build on the audience connect as he is the leading name in the entertainment industry in the world.”

Talking about the association with Micromax, Hugh Jackman said, “It’s a pleasure to work with Micromax once again. This time on their campaign for the slimmest phone to date, the Micromax Canvas Silver 5."

Mr Amer Jaleel, NCD, Lowe Lintas and Partners said, “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Hugh gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It's 'Oh so that's what was happening with the phone' rather than 'Oh look how he's using the slim phone'.”

Through each of the mediums, the campaign aims to showcase not just the slimness and the light-weight of the phone but also the fact that the Canvas Sliver 5 is packed with the most awesome features.

With a thickness of 5.1mm (end to end) and weighing a mere 97 grams, the Canvas Sliver 5 is the world’s slimmest and lightest 4G smartphone. Crafted exquisitely in a distinct metallic frame which is made from aircraft grade aluminum, the smartphone is a perfect confluence of design and substance. Priced affordably at Rs. 17,999/-, each element of the device is meticulously designed and adorned to make it the slimmest smartphone and a stunning looking device

Reinventing the story of empowerment, Micromax has always urged consumers to explore new boundaries. The brand enjoys high salience in the Indian market through an engaging platform of experiencing technology like never before. With the launch of Canvas Sliver 5, Micromax is all set to revolutionize the smartphone experience for the users reinforcing its promise of democratizing technologies for the masses.
 

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