Micromax-Q7 -“Again we are really sorry”

A market in which 100 million mobile handsets are sold in a year is surely an intriguing one. So it is fairly natural to see innumerable mobile brands sprouting up like mushrooms after rain. Micromax is also among the many new players jostling to make a mark for themselves in the Indian mobile market. But Micromax stands out with its youth centered approach. Micromax delivers features like hands on Facebook access, large storage capacity and many other youth appealing gimmicks in a precisely cut cost package.

Another interesting model from the stable of Micromax is the “Q7” with an even more interesting advertisement. The advertisement of this mobile is quite something and catches your attention right off the bat. It is a tad puzzling as it unfolds but at the end it conveys the USP (Unique Selling Proposition) of the mobile with glory. The advertisement begins with a person who is making his way through a shopping mall and not paying the slightest regard to anything around him. He is disrupting things to the point of disaster as he continues, apparently because he is lost somewhere else. People are left bewildered and they are shouting and cursing him but of course, to no avail.  The voiceover says “Sorry for launching Micromax Q7 with Wi-Fi, now download and watch movies anytime”. So, the message is conveyed. Meanwhile, the guy still dissolved in his mobile climbs up a rail and falls of it. The voiceover says, now in a very convincing tone, “Again we are really sorry”. Now, the impression has been made.

The advertisement deftly tackles the product and clearly emphasizes its USP that is the Wi-Fi connectivity. The advertisement starts with an obscure note and as it continues it holds the attention and then ends on a humorous and sarcastic note.  Just what the section it is targeted at needs. The advertisement obeys the contemporary trend. The concept is fresh, effective, appealing and definitely engaging. It proves to be more than just entertaining and emphatically states its point.

With the increasing influence of the virtual world over the physical world, the timing of this mobile handset could not have been better. Micromax also ensures that the Wi-Fi connectivity they are offering can be exploited to its full extent. For this purpose they have bundled the handset with ample memory storage support for your music/movies downloads, a QWERTY keypad for speedy functionality and dedicated Facebook support.

The Q7 attempts to satisfy all the wants of its targeted audience. So, certainly this gadget allures the internet frenzy adolescents.  In addition to this, the mobile and its advertisement also try to grab the attention of the section that is new to the world of internet and even mobiles. Micromax tries to dazzle this section which is not very well acquainted by these features and attractions. This section is fairly huge and is growing at a rapid rate. People from small towns and villages are fascinated by the plethora of gimmicks and highlights the new generation of cell phones offer. As a matter of fact, it is this section only which fuels the hunger of mobile phones in India and Micromax seems to be well aware of that.

Anubhav Verma

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