Micromax rings in 'Roobaroo Unite Anthem'

The anthem, timed with Independence Day, brings together ten artists singing one song in nine languages, and is an extension of the Unite 2 campaign conceptualised by Interactive Avenues

BestMediaInfo Bureau | Delhi | August 13, 2014

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Urging Indians to rise above the diversity of languages and embrace music that unites all, this Independence Day India's largest handset player, Micromax, has unveiled the 'Roobaroo Micromax Unite Anthem'. The initiative brings together ten artists singing one song in nine languages. It was initially conceptualised as an online initiative by Interactive Avenues, but has now been extended to a full-blown campaign.

Recreating the cult patriotic song, 'Roobaroo', the anthem is an extension of the Unite 2 campaign offering users 21 languages in one phone, thus democratising technology for the masses.

Shubhodip Pal

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 ten artists and Sony Music who extended their support for this stunning initiative.”

Pal added, “Initially conceptualised as an online initiative by Interactive Avenues, we realised 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.”

The Micromax Unite Anthem track has been created to bring in the sounds of a United India covering genres like Classic, Folk, Acapella, Beat Boxing and 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 which has utilised its 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. More so, we are glad to partner with a dominant brand that truly understands and leverages the power of music to engage meaningfully with the youth of today,” said Kiran D'Cruz, National Head, Brand Solutions, Sony Music Entertainment India.

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.”

Commenting on the anthem, Benny Dayal said, “I had a great experience recording for Siddharth Sharma (Dub Sharma) alongside all the other singers. I would like to thank Micromax for making me a part of something so diverse and choosing Roobaroo as it has been an anthem to all of us Indians. It's also a song that helps us experiment with many languages thus letting us acquire a new sound. Thank you once again and congrats to those who all were a part of this beautiful concept.”

The Video:

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