Last week phone maker Micromax announced it will soon make a comeback to the smartphone industry in India with its new “in” series of handsets, and later we heard rumors about the brand launching the new lineup in the first week of November. Today the company confirmed that its “in” series is indeed coming on November 3. The launch event will start at 12PM IST (6:30AM UTC) and will be streamed live on the company’s official channels.
Micromax also shared a video clip, which takes a potshot at the Chinese brands as it writes “Aao Karein Cheeni Kum” above a glass of tea, which roughly translates to “Let’s reduce the sugar” or “Let’s do less sugar”.
However, the “Cheeni” here is not a reference to sugar but the Chinese smartphone brands, because anything or anyone Chinese is often called “Chee-nee” in India.
Well, this is no surprise, as Micromax’s “in” series is aimed at customers who want to buy an Indian product, and its promo campaign also revolves around Indian Prime Minister Mr. Narendra Modi’s vision for “Atmanirbhar Bharat”, which translates to “self-dependent India” or “self-sufficient India”.
The anti-China sentiment in India is at a high after the Galwan Valley clash in June 2020 between Indian and Chinese armies, in which 20 Indian soldiers died, with the Chinese said to have faced 43 casualties. In a video posted on Twitter last week, Micromax co-founder Rahul Sharma cited this as a reason for the brand’s comeback. If you understand Hindi, you can watch it below.
— Micromax India (@Micromax__India) October 16, 2020
While Micromax hasn’t divulged much about the new lineup, a media report last week claimed that Micromax will launch Helio G35 and Helio G85-powered smartphones priced between INR7,000 ($95/€80) and INR15,000 ($205/€170). You can head this way to learn more about it.