MUMBAI: Micromax‘s latest TVC created by Lowe Lintas which went on air on 12 June 2010, is promo for Micromac‘s latest cricketing foray, wherein they are sponsoring four cricket series, all of which will be titled Micromax Mobile Cup.

Micromax is a relatively new brand in the mobile category vis-?-vis Nokia / SS. While they have found traction in the semi-urban / rural areas, they are well set to create an appeal which is across regions and people. 
 
To try and achielve this, the company has come up with a new way to be on top of everyone‘s mind, namely sponsoring cricket tournaments. In the recent past, Micromax sponsored the South Africa / India series which gave them superb mileage. Similarly, in IPL they took spot buys.

All these series are going to be broadcast on Ten Sports. The channel will be airing these promos to create excitement around the series. Hence Lowe Lintas wanted to create a series of communication / films which will help Micromax establish their association with these series through these matches.
 
The commercial has been developed Lowe Lintas keeping in mind that today, thanks to IPL, cricket is no longer a sport event but has taken shape of cricketainment. It was all about cheer leaders, about region, about the films celebrities and about money. But for a true cricket lover, cricket is all about the game and not about the tamashas around it. Hence the TVCs have been developed on the thought of "less tamasha, more cricket".