iWorld
Micromax aims to make a comeback: Reports
NEW DELHI: Homegrown smartphone brand Micromax is reportedly planning to make a comeback to the Indian market. This time, the company is banking on the government support, with its Production Linked Incentive (PLI) scheme which was announced recently. The company said that it would invest Rs 500 crore towards manufacturing and research and development, as per an online report. The brand also plans to launch 20 new phones by the end of the next fiscal.
The PLI scheme will help boost local manufacturing as part of government’s initiative to make India self-reliant (Aatmanirbhar). The PLI scheme was announced on April 1, 2020, under the National Policy on Electronics 2019 shall extend an incentive of 4% to 6% on incremental sales (over the base year) of goods manufactured in India and covered under target segments, to eligible companies, for a period of five (5) years subsequent to the base year as defined.
Micromax co-founder Rahul Sharma in an interaction with a leading daily said that the company was looking to regain its spot in the smartphone market through the multiple handsets it has planned to launch in the future. He also mentioned that the phone would look to disrupt the market.
On 15 August, the smartphone brand had also uploaded a teaser across its social media handles captioned “73 years of independence or being in dependence? On our 74th independence day, let’s stop being doosron pe nirbhar and become truly Atmanirbhar. Are you ready to join the revolution with us?”
73 years of independence or being in dependence?
On our 74th Independence Day, let's stop being doosron pe nirbhar and become truly Atmanirbhar.
Are you ready to join the revolution with us?#AtmaNirbharBharat #JoinTheRevolution #IndependenceDay pic.twitter.com/7O5Y8JrbAM— Micromax India (@Micromax__India) August 15, 2020
Due to the influx of Chinese brands including Xiaomi, Oppo, the homegrown smartphone brands got wiped out of the smartphone market. Reportedly, Xiaomi is currently leading the smartphone market with a 30 per cent market share.
iWorld
Print perfect OTTplay bowls a culture driven campaign
From penguins to passion the brand turns India Pakistan into print powered moment marketing.
MUMBAI: When cricket fever meets front-page ink, sparks are bound to fly. And as the latest India–Pakistan clash gripped the nation, OTTplay decided not just to ride the wave but to print it in bold.
In a move that blends real-time agility with old-school authority, OTTplay rolled out a specially curated print campaign amplified by the century-old legacy of the Hindustan Times network. The strategy is simple but sharp: take the speed of pop culture, anchor it in the credibility of print, and make a sporting spectacle feel even larger than life.
The campaign kicked off during the T20 build-up with a creative inspired by the viral “Penguin” moment that flooded social media timelines. Instead of letting the meme melt away, OTTplay spun it into a witty cricket hook, tying internet chatter directly to the anticipation around the high-voltage fixture. It was playful, timely and unmistakably plugged into the cultural pulse.
Then came the dramatic “U-turn” in the narrative around the India–Pakistan match. OTTplay responded in near real time, crafting a clever print execution that mirrored the emotional swing fans experienced. In doing so, the brand demonstrated that even a medium often seen as static can move at the speed of culture when the thinking is sharp enough.
With Valentine’s Day in sight, the narrative pivoted once again. This time, OTTplay reframed the rivalry through the lens of love and passion, turning cricket’s most intense contest into a metaphor for romance, intensity and emotional investment. The result is a campaign that speaks not only to die-hard cricket followers but to anyone who understands that some rivalries are just another form of love.
OTTplay co-founder and CEO Avinash Mudaliar summed it up succinctly, saying that the India–Pakistan match “isn’t just a game, it’s an emotion,” and that the campaign is about tapping into that emotion in real time. By leveraging the reach and trust of Hindustan Times, he noted, OTTplay has brought moment marketing into a space often perceived as static, turning print into a high-impact storytelling vehicle that marries credibility with cultural immediacy.
The medium choice is as telling as the message. In an era dominated by scrolls and swipes, OTTplay’s use of a 100-year-old print platform signals a deliberate blend of tradition and trend. The creatives are not just ads; they are front-page conversations, designed to stop readers mid-sip and mid-scroll.
As anticipation builds around the marquee showdown, OTTplay’s message is clear: don’t just watch the moment unfold, stream it. As India’s leading OTT aggregator, the platform offers access to more than 30 OTT services, including JioHotstar, Zee5, SonyLiv, Lionsgate Play and Aha, positioning itself as the gateway to the big game and the bigger story around it.
In a season where every ball counts and every headline matters, OTTplay has managed to do both bowl fast in culture and land squarely on the front page.
