Not only is the campaign irritating, but the ads are also very wicked

Anil Thakraney

Micromax, a cell-phone maker, was a late entrant in the desi market. And by the time it launched, the cell-bazaar was dominated by big brands with deep pockets. So the marketer had to do something totally different to get noticed. And quite interestingly, they chose the path of what I call 'offensive irreverence'. In the sense that not only are the ads very wicked, they also provoke you in an irritating way.
 
Since the brand has stayed this course for well over a year now, it's quite possible the approach has paid off for them. While I personally abhor Micromax's advertising in general, I think it's time someone did a case study to suss why consumers buy into such otherwise repulsive advertising.
 
Following the jazzy Bling1 high-end phone, Micromax has launched Bling2.
It's an 'Android 2.2 touch Smartphone that comes studded with elegant Swarovski Zirconia', according to the ad. And it follows in the footsteps of Micromax's very irritating ad strategy. The setting is a ballet performance. The ad is obviously inspired by the Oscar-award winning film, 'Black Swan'. Twinkle Khanna (actor Akshay Kumar's missus) is in the audience and seems to be enjoying the action. A white swan couple is romancing and getting cuddly.

Suddenly, a black swan arrives along with her troupe, and tries to distract the male white swan. And she seems to be succeeding in her efforts. Twinkle is unhappy. And does the same thing she did in the earlier commercial with the ramp models. She dazzles the evil black swan with her Micromax Bling2. The black swan trips and falls on the stage. Much to Twinkle's delight.
 
I dare say, this sort of a juvenile ad would appeal to the children and to the childish. According to me, disturbing a theatre performance is NOT funny, in fact, it's almost criminal. I would never buy a brand whose ads brazenly promote offensive public behaviour. Sure, I am all for fun and wit, but repulsive behaviour in an ad cannot be condoned. God knows this nation is already infested with people with very little knowledge of good public place behaviour. And Micromax is both feeding on it and encouraging it.
 
Having said that, I must admit it's an interesting case. I fear there is a section of people who are actually enjoying this kind of crude work. If so, it's quite sad. But this doesn't speak very highly of us viewers, though.