With the ICC World Cup fever on, every brand is out to capitalise on consumer connect. And why not, especially when a majority of the nation is made up of absolute cricket addicts. Indian handset maker Micromax has released a cricket anthem inspired from an inspirational cricket song to help cheer our men in blue.
Following the success of Roobaroo, the Micromax Unite Anthem released during Independence Day last year, the mobile handset maker has now come up with another anthem to unite Indians around cricket. Micromax has unveiled the ‘Micromax Unite Cricket Anthem’ recreated from the cult Hindi song, ‘Chale Chalo’ from the iconic cricket movie, Lagaan.
The Micromax Chale Chalo anthem brings together nine artistes, singing in nine languages set to a new age rock beat. Launched in association with Sony Music Entertainment India, the anthem has been rewritten and re-mastered in Hindi, Punjabi Tamil, Bengali, Gujrati, Marathi, Malayalam, Kannada and Assamese. The track has been produced by Gaurav Gokhindi and performed by Benny Dayal, Raghu Dixit, Shalmali Kholgade, Akriti Kakar, Karthik, Zubeen Garg, Shakthisree Gopalan, Kavita Seth and Hari and Sukhmani.
Originally composed by A. R. Rahman with lyrics by Javed Akhtar for the movie Lagaan, this rewritten ‘Chale Chalo’ takes nothing away from the original. It’s sounds cool and what’s more – it features a bunch of young artists.
Uploaded on the Micromax YouTube channel on Feb 13, the video has garnered over 960K views and is going strong. An extension of its Unite campaign for the promotions of Micromax Unite 2 which supports 21 Indian languages, the handset maker has been encouraging social shares through a contest.
Micromax has been asking its fans to watch and share the anthem for a chance to win the Unite phone. One needs to share the video using the hashtag #MicromaxChaleChalo. Sony Music India is also sharing the anthem on its Twitter page.
— Sony Music India (@sonymusicindia) February 14, 2015
— Micromax Mobile (@Micromax_Mobile) February 14, 2015
Additionally, Micromax has created a microsite that features the anthem video and provides Facebook and Twitter share buttons that are prefilled with the campaign hashtag #MicromaxChaleChalo. The microsite does not provide the lyrics or the song download. however, one can find the anthem lyrics on the brand’s YouTube page in the description section.
Timely & relevant but could add more
The first Unite anthem leveraged India’s Independence Day to bring out its message of unity, while creating buzz for the Unite 2. This time the brand has leveraged the cricket season; an occasion like the ICC World Cup is a massive one to engage consumers around the most loved game in the country. However, the microsite created to house the anthem video provides nothing more than the video to its viewers.
For Roobaroo, the brand had created options to download the song as well as its ringtone. For Chale Chalo, one can only watch it again or share on Facebook or Twitter. Apparently, the brand is looking to boost the campaign hashtag but missing out on making it as a memorable connect for cricket fans in the country.