Nash DavidApr 14, 2016 16:53:25 IST
Wednesday was like any other day. It was also the 13th. Popularly regarded as an unlucky date. But then comes along Micromax and decides to have a major launch event on that date. Before you jump your guns, that's not why I believe they're ballsy.
Eleven years ago, the iconic and inspirational Steve Jobs gave a speech that moved millions. The very popular Stanford commencement speech. You can watch it here:
The one key highlight from the phenomenal speech is the advice – 'Stay Hungry. Stay Foolish.' And yesterday as I was following the revamped Micromax or version 3.0 as it refers to, I couldn't help referencing to the stay hungry, stay foolish expression.
On stage, Micromax revealed its new tagline – Nuts, guts, glory. And what stood out from that was the determination with which they would move ahead, at any cost. Nuts, pretty much that defies logic. In the promotional video that was featured during the event, Micromax did highlight its key milestones, and presented itself as an Indian company that has made great strides.
To its benefit, it is encouraging to see an Indian brand that is among the top 10 brands in the world. In addition, it also has made inroads into markets such as Russia, claiming to now be the number 3 player in that market. Considering it is number 2 in India, it makes it interesting that they are only unleashing their true potential now. And with a rather bold tagline as that, it's also connecting with the youth, a key driver for growth.
A reference was made to having the launch event on the 13th of the month, which is generally considered unlucky. And I could help but giggle when the internet stream went offline as soon as the date was mentioned. Still, the evolution of Micromax as a brand is welcome. If not anything, it does hold the potential to trigger better communication by the industry as a whole.
Another similar brand with a bold outlook, in my opinion, has been Virgin mobile. The identity of the brand and the communication has always lingered around boldness. As is the case with any communication strategy, there would always be those who are impressed, and then those who just can't stand it. Some may find it bold, while others may find it distasteful. For instance, who calls their brand as being nuts, and having guts? It's like being young and arrogant at the same time. May be that's why the company added glory at the end. For we all pursue glory!
I may not use a Micromax device, but I like the idea of an Indian brand reaching newer heights and milestones. Besides, making its devices in India and selling it to the world does sound like a great story. In this endeavour, the brand does deserve all wishes. Moreover, it needs to go all guns blazing to reach new heights.
While staying on its launch event, there was a plethora of devices that the company launched well over a dozen products. It did seem like a problem of too much too soon. But then, Micromax would have thought this through. For now, I'm impressed by the courage and audacity it has demonstrated.
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