Urging the citizens of the country to rise above the diversity of languages and embrace music that unites all on this Independence Day, India's largest handset player, Micromax, today unveiled the ‘Roobaroo Micromax Unite Anthem' in a first of its kind initiative bringing together 10 artists, singing one song in 9 different languages.
Recreating the cult patriotic song, ‘Roobaroo', the Anthem is an extension of the Unite 2 campaign, again a first from Micromax offering users 21 languages in 1 phone, thus democratizing technology for the masses.
Speaking on the occasion, 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."
Launched in association with Sony Music Entertainment India, the Micromax Unite Anthem is based on the extremely popular track - Roobaroo, 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.
"Sony Music is very glad to associate with Micromax, the nation's leading handset brand, who has utilised their forte in technology to create a product that addresses the linguistic diversity of our country and brings the liberty to communicate in one's own language to every citizen in India." said Mr. Kiran D'Cruz, National Head, Brand Solutions - Sony Music Entertainment India Pvt. Ltd.
Amardeep Singh, CEO, Interactive Avenues said, "For the Unite 2 campaign, we wanted to highlight the most appealing feature of the phone of giving users the freedom to express in their mother tongue. "