Micromax unveils ‘Roobaroo Micromax Unite Anthem’

13 Aug,2014

Urging the citizens of the country to rise above the diversity of languages and embrace music that unites all, Micromax Informatics Limited has unveiled the ‘Roobaroo Micromax Unite Anthem’ in a first of its kind initiative bringing together 10 artists, singing one song in 9 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 and 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.


Amardeep Singh, CEO, Interactive Avenues said, “Micromax is a brand which is always open to try new innovative things, making it one of the reasons why the brand has grown leaps and bounds. 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. Hence, we came up with the idea of a multilingual theme song as an extension of the main campaign. The Roobaroo Micromax Unite Anthem celebrates the fact that we live in a country which is united despite its different cultures, communities and languages. We are sure that it is going to strike a chord with every citizen of the country.”



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