Micromax unites cricket lovers through their World Cup Anthem

Recreating the cult Hindi song 'Chale Chalo' from the movie 'Lagaan', the anthem brings together nine artistes, singing in nine languages set to a new age rock beat

BestMediaInfo Bureau | Mumbai | February 26, 2015

Click on the image to watch the Video.

Micromax has come out with its new anthem to unite all cricket lovers and cheer for the Indian cricket team at the ICC World Cup 2015. Recreating the cult Hindi song 'Chale Chalo' from the movie 'Lagaan', the anthem brings together nine artistes, singing in nine languages set to a new age rock beat. Taking the concept of Micromax Unite series forward, they are setting out to recreate the success of last year's Roobaroo Unite Anthem, which celebrated the pride of speaking in one's mother tongue.

Launched in association with Sony Music Entertainment India, the 'Chale Chalo' song has been rewritten and re-mastered in nine languages – Hindi, Punjabi, Tamil, Bengali, Gujarati, Marathi, Malayalam, Kannada and Assamese. The track has been produced by Gaurav Gokhindi and performed by nine popular artistes – Benny Dayal, Raghu Dixit, Shalmali Kholgade, Akriti Kakar, Karthik, Zubeen Garg, Shakthisree Gopalan, Kavita Seth, and Hari and Sukhmani.

Speaking on the occasion, Shubhajit Sen, Chief Marketing Officer, Micromax, said, “In India, cricket is a passion, which cuts across any cultural divide to unite all of us in support of our team. Micromax Unite Cricket Anthem reflects this thought and tries to bring alive the spirit of belonging in the versatility of our country. We would like to thank all the nine artistes and Sony Music, who extended their support for this magnificent initiative.”

“This is our second project with Micromax and an even more exciting one, where we are showcasing one of our AR Rahman classics 'Chale Chalo' with nine talented artistes singing the song in nine different languages, all dedicated to the Indian cricket team. The concept is unique and will connect with the passion that we all have for cricket,” said Kiran D'Cruz, National Head - Brand Partnerships, Sony Music.

Commenting on the initiative, artiste Benny Dayal said, “The Micromax Unite Cricket Anthem features several amazing artistes, who are both young and edgy, and I am just really glad to be a part of it. 'Chale Chalo' is one of the best songs about team-work, and it was a great feeling to be working on this.”

Micromax Chale Chalo video:

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