Micromax Unite 2 appeals to pride in one’s mother tongue

Micromax has launched a campaign for its new launch Unite 2, billed as the world’s first phone with 21 language support. The campaign has been conceptualised by Lowe Lintas and Partners.

The TVC features people from different regions of India, who speak different languages, proudly congregating at a spot to celebrate the freedom of being able to converse in their own language. This is symbolically presented through a flag hoisting, where the regional alphabets are shown replacing the English alphabet. The film ends with a voice over introducing the phone and this message: ‘Apne mathru basha ki azaadi. 21 bashayein, ek phone’ (Freedom to converse in your mother tongue. 21 languages. One phone.)

Shubhodip Pal, CMO, Micromax, said, “Micromax Unite 2 is developed and designed to overcome the fundamental problem of language barriers faced across India by giving them an option to choose from 21 languages to interact, engage, entertain and connect in their preferred language.  The TVC revolves around the core idea of freedom of speech and sense of pride one gets from communicating in their own regional language. This campaign talks to the nation, to the country with different cultures, communities, rituals and languages. With the launch of the 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 to interact, engage, entertain and connect in their preferred language.”

Shriram Iyer, ECD, Lowe Lintas, added, “Micromax Unite 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." 

Credits

Creative:  Amer Jaleel, Shriram Iyer, Kshitij Chandel
Business:  Rajiv Chatterjee, Priyank Pant,  Ashwarya Wadhwa, Aditya Mehra, Tanushree Paul
Production house: Chrome Pictures
Director (film): Hemant Bhandari