As the dominance of Chinese mobile OEMs grows in India and Xiaomi takes a lion's share in the Indian mobile industry, home-grown brands like Micromax have taken a major hit. In an attempt to take a jibe at the growing popularity of international brands, Micromax's online sub-brand YU Mobiles is back after almost a year of silence.
After several months, Yu Mobiles breathed life into its official Twitter account with the first teaser for its upcoming YU Ace smartphone. The company then followed up with several teasers, one of which hinted at the long-lasting battery in the YU Ace.
YU finally sent an invite to us for an event that in New Delhi on Thursday, August 30, confirming the official name of the handset instead of concealing it in hashtag #YUFaceOff. The invite suggests YU Ace as the "game changer," which is quite essential for a brand that has been off the grid for almost a year.
YU also shared a video teaser for its Ace smartphone, which suggests an 18:9 aspect ratio with slim bezels. In case you are wondering, there is no notch on the YU Ace, as per the commercial.
Except for these mysterious teasers, there is nothing concrete about YU Ace as of this writing. But the anticipation won't run for long as the official unveiling is set for Thursday at 1 pm.
Since there are no hints on the pricing or features of the YU Ace, it is hard to tell which smartphones are in the line of firing for this new smartphone. But it is not hard to imagine that YU would take on its biggest rivals Xiaomi, Nokia, Lenovo with the new smartphone.
Unlike YU Mobiles, Micromax has managed to remain in the race, but it is hardly holding up. From being the number 2 brand in India until 2015, Micromax is struggling to keep up with the competition thrown by brands like Honor, Nokia and Lenovo.
Will YU Ace turn the tables around for Micromax? Only time will tell. Stay tuned for more.
