MUMBAI: Micromax has launched its new television campaign titled ‘Why Y’ conceptualised and created by Lowe Lintas and Partners.

The new TVCs are for Micromax’s new smartphones - Superfone Ninja 3.5 and Superfone Ninja 4. These two phones have been pitched directly against rival Samsung’s Galaxy Y and hence ‘Why Y’.

The campaign takes a direct dig at the Samsung Galaxy Y campaign released a few months back. These films pick up from where the Samsung’s campaign for Galaxy Y climaxes.

Lowe Lintas and Partners NCD Amer Jaleel said, “The TVCs we have created for Micromax are a take on the Samusng’s commercial in which a girl calls a man ‘Uncle’. In the category of technology one always has to go ahead by leaving someone behind.”

In the Micromax Why Y campaign, the friends take the center stage and over an interesting conversation, prove the lead lady an “aunty”. The campaign poses a question to the viewers on their misperception of Galaxy Y being superior – therefore the question from Micromax – “Why Y?”

Superfone Ninja 3.5 and Superfone Ninja 4 have been priced at Rs 4999 and Rs 5999 respectively, against Galaxy Y which is priced at Rs 9000.