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“Shake it, shake it baby” is the sound that you get to hear in almost every commercial break. This is the jingle being used by Micromax, a leading telecom company, for the publicity of its latest mobile gadget, Q55-Bling. This mobile handset, having a blend of feminine flavour and latest technology, is being well publicised by its manufacturers. The advertisement starts with a visibly high profile fashion show. But, the show is ruined to ashes when ramp models trip over one other making a pile of themselves.
They trip over one another when their eyes catch the spark of a little sparkly gadget in one of the spectator’s hands. The spectator happens to be Twinkle Khanna and, the voice in the background is of Akshay Kumar saying “it twinkles”. With the wife on screen and husband’s voice, the advertisement definitely forces you to take note.
Micromax, is an old player in the telecom sector, but is new to the mobile industry at this large scale. The ideology of the firm is claimed to be rooted in innovation. The Q55 handset is also a result of great innovation. It has been designed keeping the women customer base in mind. It has almost all the latest features ranging from a good battery back-up, camera, memory, to its clamshell style and QWERTY keypad.
It also possesses in built facilities of Bluetooth, opera mini, facebook, music player and so on. But its brand value is due to its Swarovski keys. “Diamonds are a girl’s best friend” is an old and true saying. The Swarovski keys, of this square shaped gizmo, do have their bit of diamond within that can make any girl’s eye balls rolling. The company is relying only on this feature for its sale and it publicises the same in the advertisement.
In general, women have a tendency to update themselves with changing trends. They get the latest accessories to flaunt them in front of others in social meetings. Mobile phones are also an accessory for women. That’s why they keep on changing their phones with changing trends. The advertisement hits on this very tendency of women. Clubbed with a bit of humour the advertisement is well-targeted to grab the attention of young working females of the country.
There are many products that come in the market, but take an early leave because of lack of proper publicity and knowledge among customers. This gadget is one rare targeted product in the market. With the association of big names like Akshay Kumar and Twinkle Khanna, it is already striking a good note with the customers. It is a fad among college going girls. One can say that it is indeed twinkling. The advertisement is a good start, but a lot more has to be done to have a strong grip over market. Introducing timely changes in this piece of Bling can help in making it bigger and better.
Anjum Dhamija
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micromax mobile is totally wastage of money.i get micromax x115 from srinagar .after somedays when i get ring from some i found my broken display .this is the quality of micromax phones .idont like it all ..i personally urge to all micromax employees and owner of the company.please dont made many phones or shut ur company.its totally playing you feelings with people.u dont have quality