Micromax takes the localisation of language to the next level

Conceptualised by Lowe Lintas + Partners and Micromax, the new campaign for Micromax Unite 3 celebrates the sweetness of one's mother tongue

BestMediaInfo Bureau | Mumbai | June 8, 2015

Click on the image to watch the TVC.

Language will no longer be a communication barrier on mobile phones. People can now express themselves in the language that they are most comfortable in while browsing or chatting as Micromax launches the Micromax Unite 3. The phone comes with 10 pre-loaded Indian languages and the feature of transliteration and translation with just a swipe from English to one's native language and vice versa.

Lowe Lintas + Partners, along with Micromax, has conceptualised the campaign for Micromax Unite 3. The basis of the communication is that the sweetest language of all is one's own mother tongue. And Micromax now encourages people 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. The film opens on a teacher distributing sweets to the children and then the TVC is held together by a song, the lyrics of which celebrate the sweetness of each and every regional language.

Micromax Unite was first launched in May 2014 with a TVC which brought forth the happiness of using one's mother tongue. This was depicted metaphorically by showing individuals from different parts of the country, proudly displaying flags in their regional language.

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 programme for Unite 3 to make it an even bigger success. This programme 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 localisation 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, added here, “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:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Micromax

Creative agency: Lowe Lintas + Partners

Creative team: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Arko Bose, Tridip Nandi, Abhishek Deshwal

Business team: Naveen Gaur, Rajiv Chatterjee, Tanushree Paul

Planning team: Anurag Prasad, Sumant Bhattacharya

Client: Shubhajit Sen, Prateek Arya

Production House: Films Elements

Director: Vivek Das Chaudhary

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