Chinese smartphone maker Xiaomi India has appointed Lowe Lintas, Bangalore to handle the creative mandate for the brand.
A release by Lowe Lintas said the agency has bagged the account on the back of informal evaluations Xiaomi has done of multiple agencies to identify its communications partner. Raj Gupta, CEO, Lowe Lintas said considering Xiaomi has such a huge fan following, it will strive to reinforce this love and get more consumers to fall in love with Xiaomi.
Commenting on the appointment of Lowe Lintas, a Xiaomi spokesperson said the brand is the number one smartphone brand in India.
“What has helped us reach there is the constant innovation that is at the core of the brand,” the spokesperson said.
“In just under three years, Xiaomi has won immense love and innumerable fans in this country. We now aim to establish our vision of innovation for everyone firmly and bring relevance through our products to every Indian. In Lowe Lintas, with its irrefutable experience and expertise in building lasting brands, we have found a perfect partner for the task at hand,” the spokesperson added.
As per market tracker IDC, Xiaomi had 23.5% share of the Indian smartphone market at par with Samsung sharing the top spot. The Redmi Note 4 smartphone model has propelled Xiaomi to become India’s top smartphone vendor and has contributed to more than 40% of the brand’s total sales.
The online-only brand started building its offline business aggressively in 2017 through direct distribution and its own stores Mi Homes, Mi preferred partners and partnership with large retail chains.
This article was first published in Economic Times.