Lowe Lintas handles Micromax's new cricket campaign

The PR agency Lowe Lintas is handling Micromax's new campaign. In the recent past, Micromax sponsored the South Africa / India series which gave them superb mileage. Similarly, in IPL they took spot buys. Going forward, they have sponsored 4 cricketing series; all of them would be called Micromax Mobile Cup.

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".