Brandwidth Produces Awe-Inspiring Content for Micromax Canvas Infinity Launch

Marketing | September 11, 2017 | News

Micromax Brandwidth Events Pullman Hotel

August 22 witnessed the Micromax Canvas Infinity press launch event, conceptualised and executed by Brandwidth events at Pullman, Aerocity, New Delhi.

While keeping the event restricted to the media and the press, Micromax wanted the phone to be the main highlight of the launch. Despite the limited number of guests invited, no compromises were made on the execution front.

In order to launch the first Bezel-less phone with an 18:9 screen ratio for the homegrown smartphone manufacturer, Brandwidth took inspiration from the notable infinity display feature, and designed a simple yet grand stage with an extravagant sized LED watch-out screen spanning one end of the Ballroom to the other. Visually eye-catching content was specially curated and created, building excitement at every touch point during the launch, emphasising on the product tagline “Expand your view.”

The launch opened with a dramatic video constructed with a collage of exhilarating video snippets displaying the concept of infinity in different unique ways. The video ended with the logo of the phone being revealed. The excitement could be heard in the loud applause from the crowd.

A warm and pleasant welcome by Rahul Sharma, Co-Founder, Micromax set the context of the gathering. Sharma shared his thoughts behind the concept of the phone which led to the physical launch through another awe-inspiring video created with some visually spectacular shots stitched together. Following suit of the concept ‘Expand your view’, the launch video was created in a manner where the content on the screen expanded with each successive shot, finally engulfing the entire screen, highlighting the notion of ‘Infinity’.  The enthralling background score added to the anticipation of the reveal, prompting a wow moment.

A short and pertinent presentation by Sharma highlighted the other various features of the smartphone. Sharma spoke about the unique benefits of the smartphone and interacted with the guests in his own peppy manner, breaking away from traditional approach.

Brandwidth came up with an interesting way to reveal the price. The sequence started with the prices of phones like Samsung S8, and LG G6 being highlighted on screen. This gave a cue to Rahul Sharma to compare them to the Canvas Infinity and the numbers on the screen started rolling in a similar fashion to a slot machine and finally revealing the price of the new phone. Since Micromax is never one to stick to orthodox ways, Sharma asked the crowd to clap louder, and the numbers on screen started rolling again, and finally unveiling an even lower cost. This brought the guests to their feet in acclamation.

“Keeping in mind the entire flow of events, we wanted to continue the dramatic streak into the price unveiling, keeping the guests on the edge of their seats, while simultaneously taking full advantage of the grand LED screen set up,” stated Mr. Aditya Sibal, Group Head, Brandwidth Events.

A very subtle and sophisticated dedicated demo zone was also created with 4 separate sections for the guests to experience the device and its features first hand.

Apart from the phone launch, the prestigious Micromax Cup was also on displayed at the pre-function area for the guest to get their pictures taken with it, engaging the press.

The event winded up with a one on one session with Rahul Sharma, followed by lunch.

 

August 22 witnessed the Micromax Canvas Infinity press launch event, conceptualised and executed by Brandwidth events at Pullman, Aerocity, New Delhi.

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