Micromax had released a phone called Unite. It's a 6k product meant for the masses. The KSP of the product is that it comes preloaded with 20 Indian languages and the propositioning is around the freedom to use your own mother tongue to express yourself and that you don't have to rely on English.
The one thing that unites the world and transcends barriers of language is music. And hence, we thought of creating a song celebrating the unity in diversity that India has to offer.
We thought of creating a song celebrating the unity in diversity that India has to offer as music unites the world and transcends barriers of language. The premise was to create one track whose music and lyrics are the same but the song is sung in various languages. Think We are the World and Mile Sur Mera Tumhaara. It's essentially one song, each line of which is sung in a different Indian language. The track and the video was released on Independence Day, i.e., the 15th of August.
The Song:
We got together with Sony Music and did a modern take on the classic Rang De Basanti track, Roobaroo. We chose this track as this is a very revolutionary song and still holds meaning even after a decade of its release.
You can view the video at: https://www.youtube.com/watch?v=B8OuzCvSDNk
The Campaign:
Teasers about the song started 2 weeks in advance on social media and NDTV Prime. In a truly integrated approach, the campaign was launched across digital and offline media. The video was advertised on all video platforms and music sites. It was also heavily promoted on social media. The song featured as a content piece, in its full-length on major radio channels in metros. The song's video was also broadcasted on MTV on the 15th of August to garner maximum viewership on Independence Day.
The results:
It's got 1.2 Million Youtube views in about 4 days. We had all major publications covering it including afaqs, Lighthouse Insights and Buzzfeed. We also did a partnership with Storypick and Scoopwhoop for this. The anthem reached 22 million people on Twitter.
It also features as No.1 in the most popular videos on Youtube under the 'Music' category and 9th Overall. It's been playing on radio and TV channels across the country as well. The song was the 6th most Shazam-ed song in India.
NDTV Prime also did a whole feature on the campaign showcasing the making, artist interviews and the final reveal of the song.