YU, the Micromax sub-brand that has been stirring the news lately thanks to its Indian Cyanogen exclusivity deal and OnePlus One legal action, has just officially launched in India its first smartphone: Yureka, and you could say it has a bit of a God complex.


I'm not sure about YU's marketing strategy because at points they ask yu to play God then they start calling the phone Zeus (are you supposed to play the phone?), confusing the entire deity metaphor. Suffice it to say, as promised there's a divine halo surrounding the Yureka, which if we're being pedantically accurate here is a weird scientifically-rooted expression to attribute to a mythological creature. But who am I to debate YU's celestial branding abilities?


The Yureka is a decidedly midrange Android device with a 5.5" 720p display covered with Gorilla Glass 3 and oleophobic coating. It runs on a Qualcomm Snapdragon 615 1.5GHz octa-core 64-bit processor, with 2GB of RAM, 16GB of internal memory with a MicroSD slot. On the back is a 13MP Autofocus camera with a Sony sensor and an LED flash, and on the front you'll find a 5MP fixed focus sensor. It's a dual-SIM phone with 4G LTE connectivity. Under the hood, there's an "optimized" 2500mAh battery, which should last about 8 hours of talk time. The battery capacity seems quite small, considering the size of the phone, but the lower resolution of the display shouldn't require a lot of juice to operate.


Never Settle. Oops, wrong narcissistic slogan.

The Yureka runs Cyanogen OS 11, which is based on Android Kitkat 4.4.4 (with official Google Apps), but adds nice features like custom themes, password-protected apps, blacklisted numbers, and various personalization options for the lock screen, notification shade, and status bar.

yureka-5 yureka-4

Yureka will be available in one color, "moonstone grey" — does that mean that Zeus lives on the moon? It's an Amazon.in exclusive for 8,999 INR ($142) and registrations will be open tomorrow at 2PM, local time. YU's website also mentions two leather covers and a tempered screen guard, but I can't find any availability or price details.

Source: YuPlayGod, +YU DigitalAmazon.in 

Alternate title: Archimedes And Zeus Battle It Out Over Naming A Mid-Range Phone, Decide It's OK To Confuse Everyone With A Mix Of Mythology And Science