Language of love takes a new spin with Micromax Unite 3

08 Jun,2015

By A Correspondent


Language will no longer be a communication barrier on ones mobile phone as one can express oneself in the language that they are most comfortable in while browsing or chatting as Micromax recently announced the launch of Micromax Unite 3 with 10 regional languages and the feature of transliteration and translation with just a swipe.


Micromax Unite was first launched in May 2014 with a TVC which brought forth the happiness of using your mother tongue. This was depicted metaphorically by showing individuals from different parts of the country, proudly displaying flags in their regional language. Unite series has been the highest selling devices of Micromax.


Taking the same legacy forward, Lowe Lintas and Partners along with Micromax has conceptualized the campaign for Micromax Unite 3. Micromax Unite 3 comes with a unique feature which helps you translate and share your language. The basis of the communication is that the sweetest language of all is your own mother tongue. And Micromax now encourages you to share that sweetness with everyone around. Therefore, various sweets particular to a specific region was used as an analogy for different Indian languages specific. We see people celebrating the sweetness of their language by eating and sharing sweets of their own native region with each other.


Shubhajit Sen, Chief Marketing Officer, Micromax said, “We are excited with the launch of Unite 3 the latest model of our most successful phone- Unite 2 that sold over 2 million units. We have a full marketing program for Unite 3 to make it an even bigger success. This program includes a TVC that is built on the premise that consumers express their feelings best in the sweetest of languages-mother tongue, but the unique translation feature of Unite 3 allows them to share their thoughts with the world in English with just a swipe. With the launch of Unite 3, our aim is to take localization of language to the next level by serving the unique needs of the Indian consumers across multiple markets, creating a powerful medium for them to interact and engage in their preferred language.”


Shayondeep Pal – Executive Creative Director, Lowe Lintas said, “Every Indian language is sweet. The idea, therefore, was how we can celebrate the sweetness of our language through physical demonstration of people enjoying Mithai. When you eat sweets, the words that you speak reflect the sweetness of the language you speak. And how we can spread this “mithaas” by sharing sweets of our region with others.”


The TVC is held together by a beautiful song, the lyrics of which celebrate the sweetness of each and every regional language


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