Mumbai: Redmi Note 4 was launched by Xiaomi in India early this year and has become the top selling smartphone in the country. Celebrating the success Redmi Note 4 has had and the love it continues to enjoy from fans across the country, Xiaomi has launched an integrated campaign in time for the festival season.
The centre-piece of the campaign is Xiaomi’s first ever TVC in India, for its leading smartphone Redmi Note 4, which an aim to reaffirm the smartphone’s stance as India’s No. 1 selling smartphone. The films have been conceptualized by Famous Innovations and directed by Kamlesh Soni and produced by Azad Anesh of Conversation Films. The first film of the campaign launched three weeks ago and already has over 7.5 million views on Youtube. It was no. 6 on Youtube’s Most Viewed ads for September 2017. The second one followed this weekend.
Talking about the campaign, G V Krishnan, CEO, Famous Innovations South, said, “The insight was simple – We Indians love to debate and have a point-of-view on everything, be it movies, cricket, music, food or something as simple as giving directions. But when it came to a phone, more than 5 million Indians seem to have agreed on one thing being undebatable i.e. Redmi Note 4.This gave birth to the idea – India mein bahut debate hotahai par ekcheezhaijispe #KoiDebateNahi.When all mobile brands were talking features, we chose to leverage our popularity with and build pride among 5 million Redmi Note 4users.”
On working with Xiaomi, he said, “Xiaomi has been one of the most fun brands and teams I have had the pleasure of working with. Working with them, you can really feel how community-centric they are, always obsessed to make things awesome for their fans – be it their product, service or communication.”
Sushant Sreeram, Marketing Head, Xiaomi India, added, “Redmi Note 4 is already the No. 1 selling smartphone in the country thanks to its amazing features and performance. We saw an opportunity to make it a hall-of-fame’r as I like to call it. With that goal, we worked closely with Famous Innovations Bangalore to create an Idea that would build on the product’s narrative while connecting the brand deeply with the sentiments of our country.The minute I heard #KoiDebateNahi, I knew we had hit upon an amazing Idea that did just that.
With the TVC we hope to reach new audiences who have not been exposed to Redmi Note 4 communication so far. This concept will also be extended to digital, social media channels, print, radio and outdoor. And of course, our Xiaomi fans are going to be involved in this campaign in very interesting ways – just the way we like and our fans love!”
