Micromax is drawing its advertising inspiration from Kurukshetra. There is a famous story in Kurukshetra where a famous one liner was used by Pandavas (“Ashwaddama hataha….. Kunjaraha” ) to kill Drona. What Pandavas did was they emphasized on Ashwaddama, who is Drona’s son. They later de-emphasized on kunjaraha, which means an elephant by the name of Ashwaddam was killed and not Drona’s son. Drona fell for this.
Micromax is using Apple’s iPhone as Ashwaddama and its own product line as Kunjara (elephant)
Not only Apple, Micromax too has an iPhone 4S. But it is a i (can afford this) Phone 4S ure, pointing to its newly launched Superfone Lite A75. The emphasis and de-emphasis was done using different color fonts. That’s sly. But it is also ingenuous and great word play (if you can call 4Sure a word). Micromax has won this hands down. No question about it.
Only if it had chosen a neater name for its phone instead of the mouthful – Micromax Superfone Lite A75. That just makes Micromax desperate. With such innovative ad team, Micromax doesn’t have to be desperate.
Spotted on BGR India