Micromax Unite confronts colonial hangover, celebrates Indian languages

 

Micromax launched a TVC for two new handsets in its Unite range on 28 June. The TVC is part of a campaign to counter the perception that success comes only to those proficient in English, and seeks to celebrate Indian languages. This is in line with the features of the handsets – which enable users to use their mother tongue on them, offering 12 Indian languages with a swipe.

 

The TVC features several young protagonists achieving success in their chosen spheres, who use their mother tongues on their handsets. In a ballet class, a young woman is mocked for the Punjabi on her phone by her peers, who are forced to applaud her at the end of her performance.

 

A voice over questions the notion that some things can only be done by those who know English, before questioning the audience if they had ever heard applause in English, as the ballerina takes a bow. A stand-up comedian, a chef and a winning team going up on stage follow. The narrator explains that there is no language for laughter, fragrance, or dreams. The film ends with its ‘Nuts Guts . Glory.’ Tagling after introducing the phones with 12 languages and fingerprint recognition feature with the message ‘Angrezipanti ko dikhao angootha’ (Show the English obsession your finger).  

 

The brand has also roped in comedian Kapil Sharma for a two-minute film. Sharma deals with a director who mocks an actor for not comprehending his instructions in English.

 

As part of the campaign, Micromax has forged an association with upcoming Salman Khan-starrer Sultan. A statement from the company revealed that the 30-second promo will feature co-actor Anushka Sharma encouraging Khan to not struggle with English and embrace his own language. 

 

Shubhajit Sen, CMO, Micromax Informatics, said, “Micromax is an early mover that was quick to realise that language is a massive roadblock in the adoption of latest technology in the smartphone market. We decided to develop the Unite series after observing smartphone users in India, who often struggle with an English user interface, and an absence of language support in a pro consumer way. Hence, taking ahead the legacy of our most successful smartphone series – the Unite Series – Micromax Unite 4 and Unite 4 pro are designed to enable users to break free from the language barrier in being part of the digital revolution of the country.

 

“English has become a prerequisite for anyone who wants to make it big in life. This is the basis of our idea, ‘Angrezipanti ko dikhao angootha’. We want to enable people to communicate and express themselves in any language they are most comfortable with. We’re truly proud of our diversity, and this campaign is all about celebrating our Indian-ness. Our two new smartphones truly resonate the same message of empowerment, celebration, simplicity and confidence!”

 

Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, “Apart from being very sharp of the product proposition, the Micromax Unite 4 TVC demonstrates the versatility of the Micromax brand theme – Nuts Guts Glory. It unravels another shade in the strong and audacious personality we are building for Micromax as a whole. And just like the phone, its TVC shows ‘Angootha' to anyone who thought the new brand personality for Micromax is not language agnostic.”

 

Credits

 

Team Creativeland Asia

 

Head of brand marketing, Micromax: Gaurav Kackar

Sr. brand manager, Micromax: Anish Rajan