MullenLowe Lintas Group
Wed, 30 Oct 2013 11:41:10 GMT
Micromax, India’s second largest smartphone vendor, is indeed on a roll. After successfully launching devices like the Canvas 4, the Canvas Doodle 2 and the Canvas Tab P650 in recent weeks, it recently launched the Canvas Turbo A250. This is the company’s most expensive smartphone and its first with a 1080p display.
The Canvas Turbo, takes the legacy of the Canvas range forward by leaps and bounds. The Canvas Turbo A250 flaunts an almost phablet-sized display with 1080p resolution and is powered by a quad-core MT6589 processor clocked at 1.2GHz. Powered by 1.2 GHz quad-core, Android 4.2.1 (Jelly Bean), a large 5-inch IPS screen and a 5MP front-facing camera topped by an aluminum body is unbeatable. The Canvas Turbo comes with several incredible features like, Blow to Unlock, Multiple Video View, Look Away Pause, Four Way Panorama and many more.
Lowe Lintas, the agency handling the business, created the campaign for Turbo, calling it “Can Juggle Many Lives”. The core philosophy of the Turbo is inspired by the story of a man who could do more than all the others. This is the story of many lives being lived simultaneously and he could achieve this using the Turbo.
Taking a giant leap, Micromax has appointed Hugh Jackman as brand ambassador. The films open with Hugh Jackman talking about heroes and telling us that his childhood hero was a juggler. Many years later today he is the “Juggler”. The Canvas Turbo helps him juggle the many lives of Hugh Jackman. The films story shows how this spectacular phone helps him multitask and manage his life.