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With Xiaomi India releasing a campaign featuring Managing Director, Manu Kumar Jain and Realme India sporting, CEO, Madhav Sheth, both the brands take a similar approach at the core with different tactics to celebrate important milestones.
Right from their names to their social media marketing strategy, Realme & Xiaomi’s brewing battle never ceases to surprise. While their recent marketing attempts cannot be termed as ambush marketing, they certainly mirror with both the brands taking a people-first approach. Sporting their top management and team in recent campaigns, Oppo’s Realme & Xiaomi, each, celebrate an important feat.
Xiaomi and Realme in India https://t.co/qMA9uRyPit
— Clinton Jeff (@clintonjeff) September 6, 2019
#DareToLeapChallenge
Celebrating the response to the launch of Realme 5 Pro, Madhav Sheth, CEO of Realme India, initiated #DareToLeapChallenge. To give you a quick background, the brand pushed #real5squadchallenge, urging users to participate through their official TikTok challenge. Emphasizing on the cool factor of being a part of the #RealSquad, Sheth decided to battle his acrophobia (fear of heights) by skydiving – a decision taken by Realme fans.
Since childhood have acrophobia(fear of heights) and I want to overcome this fear. I want to #DareToLeap like a true member of #realSquad. Guys, How about I skydive :) Your vote will decide whether I take this #DareToLeapChallenge? RT if u are excited as I will reveal more soon.
— Madhav Sheth (@MadhavSheth1) September 2, 2019
Further, the brand leveraged the momentum by organizing an additional sale, with Sheth sharing that he wanted to make #DareToLeapchallenge more exciting, and will increase the height of his skydive by 1 ft for every 10 units sold.
Thank you guys for making me skydive from a daring height but I want to make the #DareToLeapChallenge more exciting by jumping from a much higher height so we have #realme5Pro sale at 4PM and 8PM to make it more daring.
— Madhav Sheth (@MadhavSheth1) September 4, 2019
RT & spread the news, I will give 10 #realmeBuds2 today. pic.twitter.com/i1ohLoGACX
Soon enough, Realme India sold 130k+ units of Realme 5 and a video of Madhav Sheth skydiving from a height of 13,000 ft was released. The video is heavily laced with tones of exhilaration and excitement experienced by Sheth, true to the brand’s philosophy as well.
As promised, I conquered my fear and took the #DareToLeap challenge by skydiving from 13,000ft! Take a look at this exciting adventure. Kudos to all #realme fans for the love and support! pic.twitter.com/lfmbPauX22
— Madhav Sheth (@MadhavSheth1) September 10, 2019
Strengthening #DareToLeap further, the brand has roped in Ayushmann Khurrana as their brand ambassador.
Also Read: The battle of Me & Mi – Realme v/s Xiaomi
#100MillionXiaomi
Xiaomi India, on the other hand, crossed the 100 million smartphones sold mark in a span of 5 years. Celebrating the achievement, the brand launched a video showing Manu Jain, (Managing Director, Indian Subcontinent - India, Bangladesh, Nepal, Bhutan, and Sri Lanka) of Xiaomi Technology celebrating with the length and breadth of the entire team.
100 Million smartphones in 5 years! 💯
— Manu Kumar Jain (@manukumarjain) September 6, 2019
Fastest brand to reach 100M mark! 🥳 Thank you all for your love & support 🙏
Watch our amazing @XiaomiIndia team video here: https://t.co/eVrLj0JueZ
RT with #100MillionXiaomi & #XiaomiIndia hashtags (tag me!) & win 100 #Xiaomi goodies.😀 https://t.co/oYubBj3x48 pic.twitter.com/jLOKb3GAHt
Grooving to the words of Best Day of My Life by American Authors, the video is cemented with a victory vibe, celebrating the important feat and the efforts put in by their employees. The video was pushed on social media through the brand’s official channels and team members’ personal social media accounts.
What was really cool about this #100MillionXiaomi announcement thread was that 100* Xiaomi employees synced up & tweeted in a sequence counting up to a 100! 😎
— Anuj Sharma (@s_anuj) September 6, 2019
* Well ok there were 5-6 brand handles too https://t.co/njbmRWSHFk
The journey from being a few in a small office 🏢 with big dreams to being the most loved smartphone brand in India 🇮🇳😍.
— Prateik Das (@PrateikDas) September 6, 2019
*sticking together through difficult times
*working hard together 1 Team 1Dream
*only 5 years and 100 Million phones sold💯#XiaomiIndia #100MillionXiaomi https://t.co/OgArVpCxNK
Giving their employees the much-deserved recognition, the Xiaomi India further had 100 of their employs sync and tweet in a sequence, counting up to a 100.
What was really cool about this #100MillionXiaomi announcement thread was that 100* Xiaomi employees synced up & tweeted in a sequence counting up to a 100! 😎
— Anuj Sharma (@s_anuj) September 6, 2019
* Well ok there were 5-6 brand handles too https://t.co/njbmRWSHFk
As a pre-buzz to the 100 million smartphone announcement and the campaign launch, fans & followers were given a chance to guess what the BIG announcement is.
Xiaomi’s social media game has been strengthened with its latest initiative, #MiFans. Essentially, #MiFans is a loyal & engaged community consisting of young, passionate tech geeks who give advice on the best phones in the industry. For the launch of their flagship phones, Redmi K20, and Redmi K20 Pro, the brand launched a campaign asking fans to add #MiFan in their display name on their social media handles. In a recent media report, Jain claimed that over 10k fans added the prefix to their social media name.
While Realme takes a more campaign-based approach, hitting all the pillars of communication, including a celebrity brand ambassador, a Twitter challenge, and people-first approach, Xiaomi India focuses on engaging with fans & community while acknowledging and appreciating the team effort.
The
timing of both the campaigns and the mirroring approaches puts both the brands
right in the competitive marketing league. The battle of Me & Mi continues
to rage.