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News |  14 Aug 2014 02:29 |  By RnMTeam

Rang De Basanti's Roobaroo get new version Roobaroo - Micromax Unite Anthem

MUMBAI: A.R. Rahman's music and Prasoon Joshi's lyrics for the track 'Roobaroo' from the 2006 film 'Rang De Basanti' has got a new version in which 10 artistes sing one song in nine different languages. In the new version titled 'Roobaroo - Micromax Unite Anthem', the lyrics are penned by Manoj Yadav, Christopher Pradeep, and Nanki Aurora.

The track features artistes Swaroop Khan, Kamal Khan, Benny Dayal, Raghu Dixit, Apeksha Dandekar, Shruti Pathak, Neeti Mohan, Sanam Puri, Brodha V and Voctronica. Producer and arranger for the track was Siddharth 'Dub' Sharma.

The Anthem is an extension of the 'Unite 2' campaign in which Micromax offered users 21 languages on 1 phone. Micromax CMO Shubhodip Pal said, "With the successful launch of the Micromax Unite 2, we have managed to create a powerful medium for our consumers to interact in their preferred language using their phone. The Roobaroo Micromax Unite Anthem celebrates the spirit of unity in diversity bringing alive the versatility of India where myriad cultures merge to form the country's identity."

It was initially conceptualised by Interactive Avenues- an online initiative. Interactive Avenues CEO Amardeep Singh said, "Micromax is a brand which is always open to try new innovative things, making it one of the reasons why the brand has grown leaps and bounds. For the Unite 2 campaign, we wanted to highlight the most appealing feature of the phone of giving users the freedom to express in their mother tongue."

The Anthem is developed in association with Sony Music Entertainment India and covers genres like classic, folk, acapella, beat boxing and rap.