Xiaomi’s new ad campaign explains why the world is ‘going crazy for the naya note’ Redmi Note 5 Pro
The Naya Note campaign videos are conceptualized by the brand marketing team of Xiaomi India led by Karan Shroff and implemented by Lowe Lintas
Xiaomi India has seen steady growth since its inception in 2014.. Highlighting the latest Redmi Note 5 Pro, the brand’s new campaign aims to build a stronger equity for Redmi Note 5 Pro in India post its launch in February 2018.
The IDC research report for Q1 2017 shared that 250,000 Redmi Note 4 units were sold in just 10 minutes setting a new record, and more than 1 million units were sold within 45 days, making it the highest shipped smartphone in Q1 2017. It went on to become the no. 1 smartphone for the year 2017 as per several analysts. Redmi Note 5 Pro which was announced along with Redmi Note 5 continues to create waves across the smartphone market in India. This campaign is aimed at potential users of Redmi Note 5 Pro. Traditionally, Xiaomi India’s customer segment are mostly males of age group 18-40 years. They are often technology enthusiasts who endorse the geeky spirit and can discern value irrespective of price bands.
Manu Jain, Vice President, Xiaomi and Managing Director, Xiaomi India: “Choosing the Naya Note idea was a conscious effort from our side to highlight Xiaomi’s widespread popularity which Indians can relate to in their daily lives. Redmi Note 5 Pro, is already a leader in its market space and loved by many. We hope that our campaign can further elevate our consumers’ intimate connection with Xiaomi as a brand, and relate with the Redmi Note series at the same depth as they do with the term “Naya Note”.
The Xiaomi team further added that they hope to see this campaign spread a fair share of smiles and positivity to all viewers with its light-hearted humor.“
Arun Iyer, Chairman & CCO of Low Lintas: “the idea behind the Naya Note campaign was simple. We noticed that the mass hysteria that surrounded the launch of every new Redmi Note phone was similar to that which existed during the time of demonetization. We used a simple play on words to create a fun campaign that celebrated the anticipation around ‘India’s Naya Note”.
Naya Note is a light-hearted campaign with a simple, humorous approach. promoting the recently released Redmi Note 5 Pro. It offers viewers with an unconventional take on individuals carrying on with their daily lives in bustling environments like metro trains, stock market offices etc; and are extremely excited by the news of the “Naya Note” launching in the market. The campaign stories explore the amusing levels of intense curiosity and anticipation that goes on to build around the “Naya Note”‘s release, and ultimately reveals Xiaomi’s Redmi Note 5 Pro.
The Naya Note campaign videos are conceptualized by the brand marketing team of Xiaomi India led by Karan Shroff, Brand Marketing Lead, Xiaomi India and implemented by Lowe Lintas Advertising agency.
This article was originally published on brandequity.economictimes.indiatimes.com