Micromax brand ambassador Akshay KumarMicromax, a provider of wireless telecommunication solutions and Mobile phones has signed up ‘Khiladi’ of Bollywood – Akshay Kumar” as brand ambassador. Micromax from the start i.e. from 1991, has never had a brand endorser to take it forward. With a recent switch in creative agencies and Lowe Lintas becoming its new creative partner, the brand is looking at a more active marketing communication. Some of the brands that Kumar currently endorses include Thums Up, Levi Strauss and the premium innerwear brand, Dollar Club.

Micromax, which targets the youth with its tagline, Inventing Surprises, aims to build a strong presence by getting Kumar on board. The telecommunication brand faces stiff competition from established players such as Nokia, Samsung and Sony Ericsson. Interestingly, Samsung’s brand ambassador is actor Aamir Khan.[ad code=2]

In a note to the media, Micromax reveals that it has allotted a sum of about Rs 100 crore for advertising – while Rs 60 crore will be set aside for above the line advertising, Rs 40 crore will go towards below-the-line activities.