‘Hunar ki koi bhaasha nahi hoti’ (talent has no language) is the theme of the new ad campaign by Micromax phones, featuring Kapil Sharma, the popular comedian.
The campaign that takes to task linguistic chauvinism of English, promotes Micromax’s new phone series Canvas Unite 4 and Unite 4 pro that will enable users to type and read in their mother tongue with just a swipe. Kapil Sharma, known for his show Comedy Nights on Colors TV, uses a mix of humour and ‘patriotism’ to highlight the need to respect the mother tongue, in this campaign titled #AngreziKoAngootha.
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The campaign also shows the phone company treading a new path, featuring commercials primarily spoken in Hindi, in a bid to cater to the Indian market better, including the working class. One ad shows Sharma shooting a fight sequence with actors dressed as zombies. The assistant director gives instructions in English to a junior artist dressed as a zombie, who requests him to speak Hindi. The assistant director derides him for not knowing English when Sharma intervenes. Narrating his own struggling experience with the language, Sharma speaks of how English is constantly being looked at as a prerequisite to success in the country whereas elsewhere in countries such as Russia, Japan and Germany, the people are proud of their mother tongues. The other advertisements in the series for the campaign are along similar lines.
Micromax, the second largest handset makers in India, has roped in the likes of Bollywood actor Akshay Kumar and Hollywood actor Hugh Jackman, as brand ambassadors, earlier. But certain products will have a different marketing approach, reports business site Quartz.
Photo credit: Firstpost