Indian market is not new to the term 'Ad War'. Not much time before, consumers used to wait for a TT match between Coke and Pepsi here. But, then both the companies somehow stopped being on a attacking mode towards each other and started building up their distinctive personalities of their products in the market.
But nowadays, it seems that a flashback is being telecast on the TV screen. And, this time its Micromax on Samsung. Micromax has really hit very hard on the price scheme of the Samsung smart phone category, specially with the term "EMI".
Although Micromax is true on few of the points (said aloud in TV and Radio commercials), but is it just the price 'EMI' factor which will effect the consumer's mind. Micromax has really took a very bold step by attacking so directly to a company like Samsung. And i am sure this will raise the temperature in the market in this season.