YU Ace: Micromax’s YU to make a comeback after one year

Micromax’s last phone under the YU brand was launched almost a year ago. The new YU Ace, set to launch on August 30, will be competing with the likes of Xiaomi Redmi Note 5 and other top mid-range and budget phones.

YU Ace, set to launch in India on August 30, is expected to sport a bigger battery that will “last longer”. (Micromax)

Micromax's sub-brand YU has finally returned from its year-long sabbatical, and is ready to bring out a new smartphone called YU Ace. It will be officially launched on August 30.

The company on Tuesday sent out media invites for the event with a teaser that says "Face Off", an indication that it will be launching a new budget smartphone with high-end specifications. Just last week, Micromax had revived the official Twitter handle of YU and posted: "It's time for a Faceoff! Are YU ready? #YUFaceOff."

In another teaser on Twitter, Micromax suggested that the YU Ace phone will have a bigger battery that will "last longer".

The Micromax-backed YU had launched the Yureka 2, featuring the Qualcomm Snapdragon 625 processor, last September. Priced at ₹11,999, Yureka 2 competed with popular phones like Lenovo K8 Note and Xiaomi Redmi Note 5. 

Now YU can last longer. Stay tuned! #YUFaceOff pic.twitter.com/vczzcCFiou

— YU (@YUplaygod) August 27, 2018

Micromax will be looking to regain its market share in India with its new Yu Ace. The company, which was once the second-biggest brand in the market, lost its share to newer players like Xiaomi, OnePlus, Oppo and Vivo. The company is now competing for the fifth position in the Indian market along with newer brands like Honor and Nokia (HMD Global), according to a recent Counterpoint report.

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