Xiaomi unveiled its campaign, Note Kiya Jaye for Redmi Note7 Pro. Here’s a glimpse into Ranveer’s role in the campaign and the brand strategy.
An admittedly new age brand, Xiaomi, is tending to the growing offline market presence while keeping the quirkiness of the brand alive.
The brand got Ranveer Singh onboard and is exploring a nationwide campaign, reaching out to a larger audience. Two videos featuring him were made for promotions on TV channels, digital, OTT platforms and cinema, with an extension to OOH, print, and radio.
“Having established the brand as one to have disrupted the industry, it seemed apt to consider a brand endorser who would resonate with Xiaomi’s successful tide of unconventional, disruptive approach,” says Anuj Sharma, Chief Marketing Office, Xiaomi India, explaining the role played by Ranveer.
He adds that Ranveer’s versatility helped them for he was able to bring alive two extremely different characters that audiences across age groups and cultural segments could resonate with. On Instagram, camera quality of the Mi phones was explored and promoted to the hilt along the way.
The social connect
“Xiaomi as a brand has always relied on social media to actively engage with Mi Fans and consumers, seeking feedback,” Sharma tells us, explaining how Xiaomi’s social media channels play the role of a bulletin board for brand information as well as a place to share thoughts, converse with like-minded people and interact with high-quality content.
On the lines of #ShotOnIphone, Xiaomi official Instagram page too has pictures clicked by their phones. #ShotOnRedmi helps communicate the value of phone for a potential consumer and also retain followers for the brand is not pushing their product, rather pictures that have a feel-good quality about them.
Instagram has been the hub for their celebrity influencer initiatives too with, micro-celebrities such as Vikrant Massey, Elnaaz Norouzi, and more posing with their Redmi phone cameras.
On Facebook and Twitter, the vibe is more of a brand selling a product, giving out relevant information and engaging with consumers. Twitter also sports an exclusive Redmi India page. The brand’s influencer marketing game, however, is very strong, with relevant technology-oriented micro influencers speaking about the quality of #RedmiNote7S.
Offline activities and presence are also promoted on these mediums. Overall, here Xiaomi and Redmi by extension act as brands pushing their product. The brand’s YouTube channel is also used along the same lines with how-to and things-to-know video formats making up the bulk of the content.