18 Nov 2017
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Micromax launches anthem around Cricket World Cup

MUMBAI: Encouraging fans across the country to come together and cheer for the Indian cricket team as they fight to retain their World Cup title, handset manufacturer Micromax has unveiled the ‘Micromax Unite Cricket Anthem’.

Recreating the Hindi song, ‘Chale Chalo’, the anthem brings together nine artists, singing in nine languages set to a new-age rock beat. Taking the concept of Micromax Unite series forward, they are setting out to recreate the success of last year’s ‘Roobaroo Unite Anthem’ that celebrated the pride of speaking in your mother tongue.

Micromax CMO Shubhajit Sen said, “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 artists and Sony Music who extended their support for this magnificent initiative.”

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

Sony Music national head brand partnerships Kiran D’Cruz said, “This is our second project with Micromax and an even more exciting one where we are showcasing one of our AR Rahman classics ‘Chale Chalo’ with nine talented artists singing the song in nine different languages all dedicated to the Indian cricket team. The concept is unique and will connect with the passion that we all have for cricket”.

Benny Dayal said, “The ‘Micromax Unite Cricket Anthem’ features several amazing artists who are both young and edgy and I am just really glad to be a part of it. ‘Chale Chalo’ is one of the best songs about team work, and it was a great feeling to be working on this.”

Hari and Sukhmani said, “We had an absolute party recording and shooting for the song. Great bunch of people from the music producer to the artists to the video team to the production team. What fun!”

Shalmali Kholgade said, “The ‘Micromax Unite Cricket Anthem’ is a wonderful platform to create that blissful feeling of togetherness by way of music and cricket—the two forces that invariably help bind people together.”