Micromax is next to Samsung in terms of handset sales in India as per second quarter mobile phone shipment figures of 2013 released by market research and analyst firm IDC. Micromax is the first Indian mobile operator to have roped in a Hollywood star as its brand ambassador.
"I am extremely thrilled and honoured to be part of the Micromax family. I am a huge lover of India as it is one of the most exciting countries in the world and we also share our love for cricket," Jackman said in a statement.
"The new Canvas phone from Micromax is a leap in innovation with great sense of fun and amazing features that helps me balance my work with all the different roles that I play in my everyday life," added the 45-year-old.
Shubhodip Pal, Chief Marketing Officer, Micromax said in a press release announcing the association, “We are very excited to welcome Hugh Jackman in the Micromax family as he truly embodies the aspirational, reinventing and fearless persona of the brand Micromax. As we look to expand our footprint across the globe in various international markets, the association with the Hugh Jackman is an ideal partnership for us to connect with audiences as he is the leading name in the entertainment industry in the world.”
What Micromax is attempting to do by signing on Hugh Jackman is to gloss over their Indian roots. It is most unlikely that Micromax will highlight the fact that the brand is Indian. The communication will focus, in all likelihood, on Jackman, an Australian star, plugging the phone effusively. Jackman’s signing will also benefit the brand in India, as his images would make the brand less Indian and more International and move (to some extent) the clearly Indian brand closer to the American, European and Korean competition, further away from the Chinese.
If this works for Micromax, there are many Indian brands with global ambitions that could take a cue from this strategy.