On the auspicious occasion of India's 68th Independence day, Indian electronic giant Micromax brought together in association with NDTV Prime, the making of a Unite Anthem- where 10 artists (featuring Raghu Dixit, Neeti Mohan, Benny Dayal, Voctronica, Brodha V, Sanam Puri, Swaroop Khan, Kamaal Khan, Apekhsa Dandekar and Shruti Pathak) sing in nine different languages and music unites them all. They recreated Oscar- winning music composer AR Rahman's song from the Bollywood movie 'Rang De Basanti - Roobaroo', which was originally written by renowned lyricist Prasoon Joshi. The track was created to bring in the sounds of a united India.
For the campaign, we released 2 teaser videos before Sony Music launched the main anthem on 15th August. The behind- the- scenes teasers aimed to generate curiosity about the artists and give a sneak peek into the 2 parter series showcasing the making of the Robaroo Micromax Unite Anthem, artists' interviews and the final reveal of the song, broadcasting on NDTV Prime.
The final anthem got over 1.2 Million Youtube views in just 4 days.
Teaser 2 of the Making Of The Robaroo Micromax Unite Anthem
Teaser 1 of the Making Of The Robaroo Micromax Unite Anthem
