The Glorious hidden message in the new Micromax Canvas 6 commercials

Micromax seems to be polarising users almost as virulently as Apple. Some feel pride that Indian company is hiring a white actor (none I have spoken to), others are furious that the company is spending on marketing instead of research and development. The ad proposes that you buy the Micromax Canvas 6, because you should care or will start to care about your phones.  The ad has one powerful visual, a roadroller destroying a pile of smartphones. This just appeals intuitively to your inner sense of justice and beauty in the world, in a subconscious manner, without even being aware about why. Perhaps the feeling is similar to seeing a new toy from Apple in the 2000s. But they are right, so right. The basic proposition, of needing to care about your devices. This is what you would do to all the smartphones in the market, if you actually care about your devices. You should care about your phone, use a device that you are comfortable with in every small way. It is the device that you use the most, a device that you use all the time. There should not be a single shortcoming in a device, and the discourse around a device should not be reduced to its price point. Like sure, you can buy a TV at the same price, but that is not an excuse, because as Micromax says, you should care about your phones, and if you do not, you will. (Also read: Nuts. Guts. Glory. Micromax is the bold new Indian brand! ) There were feature phones by Sony and even Samsung before the smartphone “revolution” aimed at executives that were costlier than what the iPhone is now. The original Xperia series was beautiful and eye catching, even though they were compass boxes. The Nokia lineup had such weird and wacky form factors. Now OEMs seem to be outsourcing their design to Jony Ive for free. Oh also, they all seem to have hired the same web developer who seems to extremely talented at making simple single scroll web pages. Feature phones even now fit easily in the pocket, and leave some room to share space with keys and coins. The batteries last longer, they have email, Whatsapp and maps. They are cheap to fix and it is no big deal if one gets stolen or lost. On the other hand, smartphones just keep taking our money for devices that get outdated in months, and that push out the hardware prematurely, and promise the software eventually. I am confused about what part in the product life cycle do you actually have the entire device in your hands.  I have one exercise to propose. Make a list of requirements in a mobile phone. Find a device that satisfies all these requirements. Is there a device in the market that you can buy that needs absolutely no compromises on your end? I don’t think so, but please do post in the comments section below.