India’s largest handset maker, Micromax has today unveiled the ‘Roobaroo Micromax Unite Anthem’ in a first of its kind initiative bringing together 10 artists, singing one song in 9 languages, to celebrate Independence Day. The Anthem is an extension of the Unite 2 smartphone campaign, again a first from Micromax offering users 21 languages in 1 phone.
The Micromax Unite Anthem is launched in association with Sony Music Entertainment India. The Unite Anthem is based on the extremely popular track – Roobaroo of famed Rang De Basanti Bollywood movie starring Aamir Khan, which has been rewritten & re-mastered with new lyrics in 9 languages performed by 10 artists. The track has been created to bring in the sounds of a United India covering genres like Classic, Folk, Acapella, Beat boxing & Rap. The artists are Benny Dayal, Raghu Dixit, Neeti Mohan, Brodha V, Voctronica, Sanam Puri, Swaroop Khan, Kamaal Khan, Apekhsa Dandekar and Shruti Pathak.
Speaking about the launch, Shubhodip Pal, Chief Marketing Officer, Micromax said, “With the successful launch of the Micromax Unite 2, we have managed to create a powerful medium for our consumers to interact in their preferred language using their phone. The Roobaroo Micromax Unite Anthem celebrates the spirit of unity in diversity bringing alive the versatility of India where myriad cultures merge to form the country’s identity. We would like to thank all the 10 artists and Sony Music who extended their support for this stunning initiative.” He further added, “Initially conceptualized as an online initiative by Interactive Avenues, we realized the power and the potential of this unique concept and have now decided to execute a 360 degree campaign directed to engage with our target audiences instilling a sense of pride of using their mother tongue. With Sony Music, we have been able to identify the right track – Roobaroo, which is an iconic anthem that connects emotionally with the youth and was most suited to deliver the message of unity.”
Micromax Unite 2, which was launched in the month of May at Rs. 6,999, is the world’s first smartphone which support 20 Indian regional languages besides English. The 20 Indian languages supported are : Hindi, Gujarati, Punjabi, Malayalam, Tamil, Telugu, Kannada, Odia, Bengali, Assamese, Marathi, Nepali, Bodo, Dogri, Konkani, Kashmiri, Maithili, Manipuri, Sanskrit and Sindhi.
The Unite 2 is also the first phone from the stable of Micromax which runs on Android KitKat 4.4.2. The Micromax Unite 2 comes with a 4.7-inch Bright Graph IPS display with a resolution of 800×480, and is powered by a 1.3GHz quad core processor, coupled with 1GB of RAM and 4GB of internal storage which can be expanded upto 32GB via microSD card. This smartphone is equipped with a 5.0MP rear camera and a 2.0MP front camera. The Unite 2 is packed with a 2000 mAh battery and for connectivity, it supports Bluetooth 4.0 and WiFi.