Roobaroo Micromax Unite Anthem

The 'Roobaroo Micromax Unite Anthem' brings together 10 artistes, singing one song in nine languages, reminding us of the renowned ‘Mile Sur Mera Tumhara’

No one has ever doubted the diversity of India's languages. Micromax has unveiled the 'Roobaroo Micromax Unite Anthem' in a first-of-its-kind initiative bringing together 10 artistes, singing one song in nine languages. The anthem is live on digital video platforms and music and TV channels.

Launched in association with Sony Music Entertainment India, the Micromax Unite Anthem is based on the extremely popular AR Rahman track ‘Roobaroo’ from the movie ‘Rang de Basanti’, which has been rewritten with new lyrics. It brings the sounds of a United India covering genres like classical, folk, beat boxing and rap. The artistes are Benny Dayal, Raghu Dixit, Neeti Mohan, Brodha V, Voctronica, Sanam Puri, Swaroop Khan, Kamaal Khan, Apekhsa Dandekar and Shruti Pathak.

The recreation is an extension of the campaign for the Micromax Unite 2 smartphone.

Speaking about extending the campaign, Shubhodip Pal, chief marketing officer, Micromax, says, "The Roobaroo Micromax Unite Anthem celebrates the spirit of unity in diversity bringing alive the versatility of India where myriad cultures merge to form the country's identity.”

According to Pal, the anthem was initially conceptualised as an online initiative by Interactive Avenues, but after realising the power and the potential of this unique concept, they decided to execute a 360-degree campaign directed to engage with the target audience by instilling a sense of pride in using their mother tongues. "With Sony Music's help, we have been able to identify Roobaroo as an iconic anthem that connects emotionally with the youth and was most suited to deliver the message of unity," adds Pal.