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Micromax gives ‘Azaadi bhasha ki’

Lowe Lintas has conceptualised the TVC for the new handset that supports 21 languages, keeping the core idea of freedom of speech and a sense of pride in communicating in one’s own language

Sarmistha Neogy| Mumbai | May 26, 2014

Micromax-TVC Click on the image to watch the TVC.

How about a phone which lets you communicate in your own language? Sounds fascinating, right? Yes, the latest member to join the Micromax family – the Micromax Unite 2 – is the world’s first mobile phone to support 21 languages! Lowe Lintas & Partners has conceptualised the TVC to launch the new product.

The campaign has been created keeping the core idea of freedom of speech and a sense of pride in communicating in our own regional language as the basic concept. The Micromax Unite 2 supports 20 regional Indian languages and English. The regional languages supported on this phone are Hindi, Punjabi, Gujarati, Malayalam, Tamil, Telugu, Kannada, Odia, Bengali, Assamese, Marathi, Nepali, Bodo, Dogri, Konkani, Kashmiri, Maithili, Manipuri, Sanskrit and Sindhi.

Shubhodip Pal Shubhodip Pal

Shubhodip Pal, Chief Marketing Officer, Micromax, said, “Micromax Unite 2 is developed and designed to overcome the fundamental problem of language barrier faced across India by giving users an option to choose from 21 languages to facilitate interaction, engagement, entertainment and connection in their preferred language. This campaign talks to the nation, to the country with different cultures, communities, rituals and languages. With the launch of Micromax Unite 2, our aim is to enable vernacularisation to serve the unique needs of Indian consumers across multiple markets, creating a powerful medium for our consumers.”

The 40-second TVC starts with capturing the essence of different region and their languages in India with an aim to bring everyone under one platform. It opens with people preparing to celebrate their independence from language barriers. It shows people from different parts of India very eager to attend this celebration by wanting to look their best. The TVC closes with a sense of pride enjoyed by each of the characters in the film from various walks of life. A beautiful tune plays in the background, which says ‘Azaadi bhasha ki, shabdo ki arth ki, vicharo ki, azaadi apni matri bhasha ki’.

Shriram Iyer Shriram Iyer

Shriram Iyer, Executive Creative Director, Lowe Lintas, said, “Micromax Unite 2 is a fantastic and supremely practical product offering. The advertising attempts to capture the pride that one must feel about the mother tongue and the sense of liberation that a familiar language can bring back.”

The phone is priced at Rs 6,999 and is available in four colours – grey, white, red and green.

Commenting on the TVC, Saurabh Parmar, Founder & CEO, Brandlogist Communications, said, “It's a nice ad by Micromax which connects well with both the propositions of freedom and the ability to express it via 21 languages. Also being from Micromax, it has better connect since it's an Indian brand and thus adds credibility to the proposition.”

The TVC:



Client: Micromax

Creative Agency: Lowe Lintas

Creative team: Amer Jaleel, Shriram Iyer, Kshitij Chandel

Business team: Rajiv Chatterjee, Priyank Pant, Ashwarya Wadhwa, Aditya Mehra , Tanushree Paul

Production House: Chrome Pictures

Director: Hemant Bhandari

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