The 'Roobaroo Micromax Unite Anthem'
brings together 10 artistes, singing one song
in nine languages.
No one has ever doubted the diversity of
India's languages. What may be surprising is
the number of languages in use. A new study,
the People's Linguistic Survey of India, says
that the official number (122) is far lower than
the 780 that it counted and another 100 that
the survey suspects, exist.
Now, if a company wants to target this
diversity as the USP of a product, what better
occasion to promote the product than the
country's Independence Day? Nothing
symbolises patriotism better than celebrating
the country's wide ethnic composition through
its languages and unifying it with music.
Handset player Micromax has done exactly
that by unveiling the 'Roobaroo Micromax
Unite Anthem' in a first-of-its-kind initiative
bringing together 10 artistes, singing one song
in nine languages. The anthem is live on digital
video platforms and will also be extended on
music and TV channels.
Launched in association with Sony Music
Entertainment India, the Micromax Unite
Anthem is based on the extremely popular AR
Rahman track, Roobaroo (from the movie Rang
de Basanti), which has been rewritten with new
lyrics. It brings the sounds of a United India
covering genres like classical, folk, beat boxing
and rap. The artistes are Benny Dayal, Raghu
Dixit, Neeti Mohan, Brodha V, Voctronica,
Sanam Puri, Swaroop Khan, Kamaal Khan,
Apekhsa Dandekar and Shruti Pathak.
The recreation is an extension of the campaign
for the Unite 2, a phone that offers users 21
languages. In May, Micromax had launched a
campaign for Unite 2, which featured people
from different regions of India, who speak
different languages, proudly congregating at a
spot to celebrate the freedom of being able to
converse in their own language.
Speaking about extending the campaign,
Shubhodip Pal, chief marketing officer,
Micromax says, "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.
According to Pal, the anthem was initially
conceptualised as an online initiative by
Interactive Avenues, but after realising the
power and the potential of this unique
concept, they decided to execute a 360-degree
campaign directed to engage with the target
audience by instilling a sense of pride in using
their mother tongues. "With Sony Music's help,
we have been able to identify Roobaroo as an
iconic anthem that connects emotionally with
the youth and was most suited to deliver the
message of unity," adds Pal.
"We are glad to partner with a dominant brand
that understands and leverages the power of
music to engage meaningfully with the youth
of today," comments Kiran D'Cruz, national
head, Brand Solutions, Sony Music
Entertainment India. Says Amardeep Singh,
CEO, Interactive Avenues, "For the Unite 2
campaign, we wanted to highlight the most
appealing feature of the phone - giving users
the freedom to express themselves in their
mother tongue. We are sure that it is going to
strike a chord with every citizen of the
country." http://www.afaqs.com/news/story/41630_I-Day-Special:-The-Micromax-Unite-Anthem
brings together 10 artistes, singing one song
in nine languages.
No one has ever doubted the diversity of
India's languages. What may be surprising is
the number of languages in use. A new study,
the People's Linguistic Survey of India, says
that the official number (122) is far lower than
the 780 that it counted and another 100 that
the survey suspects, exist.
Now, if a company wants to target this
diversity as the USP of a product, what better
occasion to promote the product than the
country's Independence Day? Nothing
symbolises patriotism better than celebrating
the country's wide ethnic composition through
its languages and unifying it with music.
Handset player Micromax has done exactly
that by unveiling the 'Roobaroo Micromax
Unite Anthem' in a first-of-its-kind initiative
bringing together 10 artistes, singing one song
in nine languages. The anthem is live on digital
video platforms and will also be extended on
music and TV channels.
Launched in association with Sony Music
Entertainment India, the Micromax Unite
Anthem is based on the extremely popular AR
Rahman track, Roobaroo (from the movie Rang
de Basanti), which has been rewritten with new
lyrics. It brings the sounds of a United India
covering genres like classical, folk, beat boxing
and rap. The artistes are Benny Dayal, Raghu
Dixit, Neeti Mohan, Brodha V, Voctronica,
Sanam Puri, Swaroop Khan, Kamaal Khan,
Apekhsa Dandekar and Shruti Pathak.
The recreation is an extension of the campaign
for the Unite 2, a phone that offers users 21
languages. In May, Micromax had launched a
campaign for Unite 2, which featured people
from different regions of India, who speak
different languages, proudly congregating at a
spot to celebrate the freedom of being able to
converse in their own language.
Speaking about extending the campaign,
Shubhodip Pal, chief marketing officer,
Micromax says, "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.
According to Pal, the anthem was initially
conceptualised as an online initiative by
Interactive Avenues, but after realising the
power and the potential of this unique
concept, they decided to execute a 360-degree
campaign directed to engage with the target
audience by instilling a sense of pride in using
their mother tongues. "With Sony Music's help,
we have been able to identify Roobaroo as an
iconic anthem that connects emotionally with
the youth and was most suited to deliver the
message of unity," adds Pal.
"We are glad to partner with a dominant brand
that understands and leverages the power of
music to engage meaningfully with the youth
of today," comments Kiran D'Cruz, national
head, Brand Solutions, Sony Music
Entertainment India. Says Amardeep Singh,
CEO, Interactive Avenues, "For the Unite 2
campaign, we wanted to highlight the most
appealing feature of the phone - giving users
the freedom to express themselves in their
mother tongue. We are sure that it is going to
strike a chord with every citizen of the
country." http://www.afaqs.com/news/story/41630_I-Day-Special:-The-Micromax-Unite-Anthem
