YU Televentures, a sub-brand of Micromax, announced on Wednesday that the company was launching a new high-end phone later this month.
"Excited to tell you all that our next device is round the corner and its nothing short of Incredible. It's insanely beautiful and it will break some hearts. It will break records, it will break the conventional, it will break the rules...WAIT, it will break the flagships," Yu founder Rahul Sharma said on the company's official blog.
The company also released the first teaser video, titled "Redefining Flagship." It shows Sharma crushing a miniature flagship model with a sledge hammer, hinting the upcoming phone may boast rugged features like shockproof and water-resistant certifications.
Previous flagship phone Yu Yutopia, which was launched in late 2015, did not live up to the expectations of the fans. Many opined the phone was a bit over-priced, considering the company's previous devices, which were pocket-friendly and yet came with top-notch features.
Now, Yu hopes the new phone will be able to impress the critics and fans.
Co-incidentally, the announcement comes just a week after a Yu-branded phone (codename: YU5530) appeared on Geekbench, performance testing website. The device might be the same that the company plans to unveil later this month.
According to Geekbench's "System Information" section, Yu YU5530 is said to feature 1.81GHz MediaTek Helio P10 (MT6755M) octa-core processor backed by 4GB RAM and runs Android 5.1 Lollipop OS.
Other specifications such as camera, storage and battery capacity are yet to be ascertained.
If previous YU device release pattern is taken as any indication, the company is likely to commence rolling out teasers to reveal key features of the new smartphone in the coming days.
Stay tuned for more updates.
Yu's new teaser video: