Like it or not but Bollywood does yield a large reach and influence in India. After politics and cricket, it’s Bollywood that gets everyone’s attention. Brands have long been natively promoted in movies and now one brand has taken a slice out of a movie to make an interesting combination.
Micromax has brought together the reigning kings of rap and film to create a groovy rap song for the youth. The domestic handset maker got actor Akshay Kumar and rapper Badshah to rap to the ‘Micromax Singh is Bling’ number. Akshay Kumar has been associated with the brand since many years now, and this time, the actor’s brand association has brought together his upcoming release ‘Singh is Bling’ with the brand he endorses.
The rap song highlights the similarities between ‘Singhs’ and the features of Micromax. The idea is to associate its Bolt-series smartphone as the ‘Phone da Sardaar’. The rap number has been composed and mixed by Bharatt-Saurabh, sung by Badshah and choreographed by Bosco Martis.
Micromax is embedded in the most subtle way possible in the two-minute video. The brand’s tagline features in the lyrics while Akshay is seen holding the phone – “Phone da sardar jadon mere hath aaya..Sardar ji da phone main ennu bulaya..Micromax phone jadon chakda ae ek Singh..Saari duniya kehndi..It is nothing like anything, oye!”
The 2-minute rap is being shared on digital, while a shorter version is making waves on television. Micromax has let Akshay Kumar’s social media clout do the talking. The brand’s Facebook and Twitter pages have also shared the video. The actor shared the rap song with his 10 million plus followers on Twitter.
— Akshay Kumar (@akshaykumar) September 17, 2015
— Micromax Mobile (@Micromax_Mobile) September 20, 2015
The millennial generation does not like traditional advertisement; they’d prefer it if a brand makes its communication in the most subtle, action-oriented way. What better than a rap song with the reigning king of rap, Badshah and a popular actor like Akshay Kumar. With the ‘Singh is Bling’ rap song, Micromax has managed to position its Bolt-series smartphone as the ‘Phone da Sardaar’ in the most exciting way possible, and not come across like any another mobile handset ad.