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.

yureka-1

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.

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