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Micromax turns to Bollywood to give India Cricket World Cup anthem

In India, one’s language changes every hundred kilometers, but one of the few things that brings its diverse cultures together, is the love for ‘cricket’ & ‘music’. Encouraging the fans across the country to come together and cheer for the Indian cricket team as they fight to retain the World Cup title, India’s handset player, Micromax Informatics unveiled the ‘Micromax Unite Cricket Anthem’.

Taking the concept of Micromax Unite series forward, the handset manufacturer is setting out to recreate the success of last year’s Roobaroo Unite Anthem which celebrated the pride of speaking in mother-tongue or native language.

“In India, cricket is a passion, which cuts across any cultural divide to unite all of us in support of our team. Micromax Unite Cricket Anthem reflects this thought and tries to bring alive the spirit of belonging in the versatility of our country. We would like to thank all the nine artistes and Sony Music who extended their support for this magnificent initiative,” said Shubhajit Sen, Chief Marketing Officer of Micromax .

Launched in association with Sony Music Entertainment India, the Micromax Unite Cricket Anthem is based on the iconic cricket song – ‘Chale Chalo’, which has been rewritten and re-mastered in nine languages including Hindi, Punjabi Tamil, Bengali, Gujarati, Marathi, Malayalam, Kannada and Assamese. Gaurav Gokhindi has produced the track. The nine artistes include Benny Dayal, Raghu Dixit, Shalmali Kholgade, Akriti Kakar, Karthik, Zubeen Garg, Shakthisree Gopalan, Kavita Seth and Hari and Sukhmani.

“This is our second project with Micromax and an even more exciting one where we are showcasing one of AR Rahman classics. The concept is unique and will connect with the passion that we all have for cricket,” said Kiran D’Cruz, National Head – Brand Partnerships at Sony Music.