After Nuts Guts Glory, Micromax celebrates language diversity of India

Micromax Informatics has embarked on a massive 360-degree campaign that challenges the notion of proficiency in English being an integral part of success. The campaign, themed ‘Angrezipanti Ko Dikhao Angootha’, draws inspiration from the fact that a lot of heroes in real life come from diverse cultural and regional backgrounds and have done exceedingly well in areas of sports, reality shows, and music, amongst others.

Conceptualised by Creativeland Asia, the campaign has been launched for the latest entrants in Micromax’s Canvas Unite Series - Unite 4 and Unite 4 pro, which enable the users to use their mother tongue with just a ‘Swipe’. As part of the entire campaign, Micromax has launched a TVC, which went on air on June 28, 2016, and a digital film with actor and comedian Kapil Sharma. In addition to this, the company has also associated with the upcoming Salman Khan starrer, ‘Sultan’.

With the thought that language will no longer be a communication barrier and colonialistic hangover or, as the brand has termed it, ‘Angrezipanti’ is not a prerequisite to being successful, the new TVC defies the stereotype of regional language speakers. It strongly stands for embracing Indian languages and more importantly, empowering Indians to keep up with the rest of the world through new innovations in the mass smartphone category.

Kapil Sharma features in a digital film, wherein he takes pride in his preferred language – Hindi. The film, with a pinch of humour, very strongly sends across a message about breaking through the ‘un-coolness’ that is often associated with Indian languages over English.

As part of the association with the movie ‘Sultan’, a 30-second promo has been unveiled which features Anushka Sharma encouraging Salman Khan in the movie to not struggle with English and embrace his own language. The promo ends with subtle humour stating, “Toh pachad do iss angrezipan ko, Naye Micromax Unite 4 series aur Sultan ke saath, Aurangrezipanti ko dikhao anghootha”.

India is multi-lingual and multi-cultural country where English is one of the many languages spoken. Most smartphones had English as primary language of interface and hence, Micromax Unite (developed in 2014) series was designed with the vision to empower the non-English speaking India (using feature phones) and bringing them in-line with country’s initiative of ‘Digital India’. So far, over 2.5 million smartphones have been sold till date.

Shubhajit Sen, Chief Marketing Officer, Micromax Informatics, commented, “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.”

He further said, “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!”

Speaking on the campaign, 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.”

Watch the ad:
https://www.youtube.com/watch?v=lcvCRHYoQzg

Campaign credits:
Client: Micromax Informatics
Brand: Canvas Unite 4 and Unite 4 pro
Creative agency: Creativeland Asia
Gaurav Kackar - Head of Brand Marketing, Micromax
Anish Rajan - Senior Brand Manager, Micromax