MUMBAI: One Digital Entertainment, India’s premiere digital content and creators’ network, announced a unique digital media campaign followed by the launch of music video ‘Lak Hilaade’ produced by One Digital Entertainment and DNH Artists where they partnered Micromax for the product integration of its Canvas Fire range smartphones. The campaign, along with the music video of the peppy soundtrack aims to establish the Fire range by Micromax as the ideal fit for music lovers with its compelling audio centric features like Auro 3D sound technology and front firing speakers. The music video of the soundtrack ‘Lak Hilaade’ by singing sensations Manj Musik and Raftaar, also features Amy Jackson.

The music video seamlessly integrates Micromax’s Fire range and the official video posted on T-Series YouTube Channel has garnered over 10 million views within the first week of its release on 1 September 2016. The ‘Lak Hilade’ video that features leading celebrities, Bollywood personalities and artists has taken the internet by storm and has become a social media rage.

Commenting on the partnership, One Digital Entertainment COO and co-founder Gurpreet Singh Bhasin said, “The reward and reach this track has garnered proves our stand yet again. We are extremely happy to have partnered with Micromax who believed in this strategy of connecting with their audiences. The surround and integrated marketing plan that was mounted around the music video has helped amplify content reach on platforms beyond YouTube. Subtle integrations and strategic partnerships of this nature often unlock magical value that usually stays hidden. This is a win-win for all – creators, content, consumers and brands.”

Commenting on the partnership, Micromax Informatics Chief Marketing Officer Shubhajit Sen said, “Being a youth centric brand, Micromax has always been focused on Movies, Music and Sports. Taking this ahead, we are proud to partner with One Digital Entertainment for our new campaign. The up and coming crop of new-age composers like Manj Musik and Raftaar have gained tremendous attention from the youth in the country and have left a lasting impression in their hearts with their previous chartbusters. The music video ‘Lak Hilaade’ was the perfect fit for the Canvas Fire range which is specifically designed for the audiences looking for an easy way to store, carry and listen to good quality music anytime and anywhere at a wallet friendly price.”

The launch of the music video was preceded by a campaign across social media channels consisting of live chats, video bytes and countdown creatives. With the association, Micromax aims to showcase the Canvas Fire’s audio capability and position the smartphone as one offering an excellent surround sound experience for music aficionados that delivers clear, room-filling deep sound.