Home >Industry >Micromax ropes in Hugh Jackman as brand ambassador
Brand experts and talent professionals acknowledged that the move to sign Hugh Jackman was oriented towards changing Micromax’s appeal and increasing its salience across income levels. Photo: AFP
Brand experts and talent professionals acknowledged that the move to sign Hugh Jackman was oriented towards changing Micromax’s appeal and increasing its salience across income levels. Photo: AFP

Micromax ropes in Hugh Jackman as brand ambassador

Jackman will be seen endorsing the soon-to-be-launched Micromax smartphone called Canvas Turbo

New Delhi: Hollywood star Hugh Jackman will be the brand ambassador of Micromax Informatics Ltd, the Indian consumer electronics company announced on Friday.

Jackman will be seen endorsing the soon-to-be-launched Micromax smartphone called Canvas Turbo, which is part of the Canvas series of smartphones for Micromax, according to a statement released by the company. Micromax manufactures hand-held devices such as mobile phones, tablets and LED computers.

“I am extremely thrilled and honoured to be part of the Micromax family," said Jackman, famous for playing Wolverine in the X-Men series movies as well as winning an Academy award nomination for the movie version of the musical Les Miserables.

“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 released by the company, chief marketing officer Shubhodip Pal said he was excited at the proposed association with Jackman.

“As we look to expand our footprint across the globe in various international markets, the association with 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," Pal said.

Brand experts and talent professionals acknowledged that the move was oriented towards changing the appeal of the company and increasing its salience across income levels. “Micromax has for long been known as an Indian company and that comes with its own disadvantages such as price barriers," said Manish Porwal, managing director of Alchemist Marketing and Talent Solutions.

“For a long time now, they have tried to pitch themselves as an international company. This association with Jackman might help them position themselves as an international company," he added.

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