Desh Ki Apni Dun, Lava stands with Indian Pride


Indian cell phone maker Lava International Limited has unveiled the # ProudlyIndian song ‘Desh ki apni Dhun’ on the occasion of India’s 74th Independence Day. The promotional video reveals the special signature song of Lava that brings to life the true sounds of India. Reproduced with the sounds we hear on Indian roads, Lava’s Desh ki apni Dhun features the center of the brand that is the inclination of being Proudly Indian. The advertisement reiterates the reality that Lava has nurtured its origins in Indian soil and has a deep understanding of the beauty and culture of the region.

Lava International Limited is an Indian smartphone manufacturer in the mobile phone industry. It was founded as an offshoot of a telecommunications company in 2009 It is headquartered in Noida, Uttar Pradesh, India and works abroad in Thailand, Nepal, Bangladesh, Sri Lanka, Indonesia, Mexico and the Middle East, Pakistan, and Russia. Lava is working towards the establishment of a mobile phone design center in India and the creation of new manufacturing facilities. The business has an in-house R&D and product research laboratory for product design and production in China and India. Lava ‘s market share in India was 8 percent, while IDC listed the fourth largest smartphone brand in India in 2014.

The promotional video shows all the common street noises, starting from the rattling of ‘ghungroos’ to the clinking of ‘banta’ bottles, which is further accompanied by the vivid visuals of modern India. The video closes with the message ‘Desh ki apni Dhun, Desh ka apna Lava’ which sums up the topic of the crusade.

Talking of the launch, Mugdh Rajit, Head of Marketing, Lava International said, “We ‘re very excited to bring our signature song through this initiative. Being an Indian company, we decided to build ‘Desh ki apni Dhun’ which is associated with the feeling of being #ProudlyIndian. We ‘re certain that this ‘Desh ki apni Dhun’ will revive enthusiastic security with India

With solid anti-China notion working among clients, overlooked Indian cell phone brands are seeking the market for a rebound. Micromax had hinted at a grand return last week, and now Lava appears to be preparing something similar. The new Lava cell phone, called Lava Z66, has been spotted on the Geekbench benchmark site indicating a possible dispatch in the near future. The business was effectively pushed out of the Indian market with the advent of Chinese handset makers over the years. The last handset in India was the Lava Z53, an entry-level Android Go handset that was released in February. After the fighting between Indian and Chinese soldiers at LAC, there has been a market for indigenous goods that Lava and Micromax, among others, are hoping to take advantage of.


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