After teasing its comeback on social media on more than one occasion over the past few months, last week, Micromax released a short video with Micromax’s co-founder talking about the company and his journey of starting Micromax. He also cited PM Modi’s ‘Atmanirbhar Bharat’ campaign. We also got a look at the new smartphone series named ‘IN’, and its retail box. The smartphone will be launching on November 3, and the launch event will start at 12 PM IST (Indian Standard Time).
We're #INForIndia with #INMobiles! What about you? #IndiaKeLiye #BigAnnouncement #MicromaxIsBack #AatmanirbharBharat pic.twitter.com/eridOF5MdQ
— IN by Micromax (@Micromax__India) October 16, 2020
The marketing campaign for the smartphone series is interesting too. Micromax shared a video clip with the marketing slogan, ‘Aao Karein Cheeni Kum’ above a glass of tea. Of course, ‘Cheeni’ doesn’t refer to the sugar here; it is directed towards the Chinese smartphone brands.
Aao karein thodi cheeni kum! Gear up for the mega unveiling of the new #INMobiles range of smartphones by Micromax live at 12 noon on the 3rd of November. #INForIndia #BigAnnouncement #MicromaxIsBack #AatmanirbharBharat. pic.twitter.com/wjXIGipt47
— IN by Micromax (@Micromax__India) October 23, 2020
However, Micromax hasn’t shared much about their phones, and they seem to focus on the Anti-China sentiment heavily. They also haven’t clarified yet whether the smartphones will be manufactured in India or they are gonna go on the same old road of rebranding Chinese-made smartphones. As per the specification leaks, the higher-end phone will be powered by MediaTek Helios G85 processor, and the lower end phone will have a G35 processor. The G85 is a decent midrange processor that offers great gaming performance on a budget. In contrast, G35 looks lacklustre with only low-power Cortex A53 cores and a weak GPU (IMG PowerVR GE8320), which is suitable for the usual day-to-day tasks. The phones will be called Micromax IN 1 and Micromax IN 1a. You can easily expect the phones to be in the sub ₹10,000 range.
Though it’s not like they are going to repeat the same mistakes, they have tried to address customer concerns with the software. Their smartphones will offer an almost pure Android experience with little modifications. The OS will also not contain any bloatware and ads, which is a good thing. However, their smartphones will not be based on the Android One program, which offers 2 years of upgrades to the OEMs.
Micromax won’t succeed with their smartphones if they are just relying on the jingoistic feelings of some Indians. It has never worked in India. Rather than acting like a political party, they should act as a Tech company and offer indigenous made phones. It will be a huge blunder on their part if they will release overpriced and rebranded Chinese smartphones. Though it’s never bad to have more competitors in the market and Micromax can dominate the Indian market once again, only if they have a clear roadmap.
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