MUMBAI: Since its inception in 2014, Xiaomi has grown exponentially in the Indian smartphone industry.
The brand earned its number one position in India for three consecutive quarters, and currently dominates the smartphone market with a substantial 30.3 per cent share as per the latest IDC research (Q1 2018), wherein one out of three smartphones sold in India is a Xiaomi phone.
Xiaomi’s philosophy of bringing innovation for everyone combined with its robust India infrastructure of after-sales, well-established set of manufacturing units, innovative sales model and its 400+ strong workforce has significantly boosted the brand’s outreach. However, the growing popularity of the brand is mainly because of its passionate Mi fans who are not only increasing in numbers but also share great mutual love and admiration for the brand.
The campaign offers a common fundamental feature that every Xiaomi user deeply connects with - its trademark ringtone. The campaign showcases that while people in India would be busy going about with their everyday lives, they may often hear and resonate with the sound of Xiaomi’s ringtone in the midst of their daily bustle. The campaign proves how this simple ringtone works as a subtle, yet powerful reminder of the brand’s widespread presence among the people of India. And the sound of this tone may often brim excitement in any given social space, leading several people to wonder if it’s their call to take.
The brand has now launched a new campaign that aims to connect with all individuals and Mi fans across diverse customer segments. Although Xiaomi India’s traditional audience was mostly technology enthusiasts of age group 18-40 years, who endorse the geeky spirit and can discern value irrespective of price bands; the brand has moved well beyond this, and now enjoys a widespread presence across different customer categories.
The ‘Kiska Baja’ campaign will run across different channels which include television, radio, out of home, digital media and print media.
The TVC campaign videos are launching across first three weeks of July, where the first launched during the India tour of England T20 cricket match. The overall campaign including other media will roll out within two months from July to August.
Kiska Baja campaign is a collaborative effort of the Xiaomi brand marketing team led by Karan Shroff, and Lowe Lintas, and is directed by Ayappa.
Xiaomi India VP and MD Manu Jain says, “Kiska Baja is a sincere effort from our team to portray where our brand stands today, and how our major success resulted because of all the massive love and attention we received from the people of India. As we continue providing innovative products of high quality with best specs at honest pricing, we hope our customers will also enjoy our technology and deeply connect to our widely growing Mi community across India.”
Lowe Lintas chairman and CCO Arun Iyer mentions, “The idea was inspired by real life events. Wherever we went, airports, offices, supermarkets we heard a familiar tone. Realising this, we decided to have fun with the idea of what happens when there is a Xiaomi in every pocket.”
