Mi partners with digital celebrities & musicians for festive campaigns

Celebrating the festive season this year, Mi India has announced a series of music campaign for ‘Diwali with Mi’ and Durga Puja celebrations.

For the festivities, the brand has partnered with leading digital celebrities such as Aparshakti Khurana, Kenny Sebastian, Radhika Madan, Regina Cassandra, Namit Das, Angira Dhar & Anindita Bose for their digital film. The brand has also partnered with musicians such as Baba Sehgal and Rupam Islam to launch new soundtracks imbibing the festive mood. These partnerships aim to bring out the quintessential spirit that brings everyone together despite the social distances this festive season through the Mi Festive campaign.

Commenting on the digital film campaign, Sumit Sonal, Marketing Lead, Mi India, said, “Festivities during this time of the year in India are celebrated with great pride and enthusiasm and we at Mi India are proud to be a part of the same celebration through our digital films and songs. These music videos and films are aligned to our thought of reviving the festive vibe and creating a unique experience for our users.”

Speaking on the partnership, Sandeep KS, Associate Director, Marketing Lead Redmi India, said “Baba Sehgal emerged as one of the voices of the lockdown with his catchy & super positive music. We wanted a unique way of product integration not losing out on the entertainment quotient, he collaborated beautifully. The outcome is there for everybody to see, listen & enjoy. This #DiwaliWithMi campaign perfectly fits the festive shopping narrative & is our way of asking our consumers to join in the celebration.

Talking about the partnership, Baba Segal, Indian Composer & Rapper added that, “I had an amazing time creating this Diwali track for Mi and am super glad that the song has already gone viral. The song has been shot like a music video and the brand integration has been done beautifully and I have seen people actually grooving to the beat and singing DIWALI WITH Mi.”

“Xiaomi leads innovation in the technology space and our campaigns for them have always pushed the boundaries around making technology truly relatable, fun, and memorable for the Mi Fans. It's been a pretty straightforward brief for us in that sense, #BreakTheInternet. And we've been able to deliver this through our content for 2 consecutive years now. This could only happen when there are equal passion and excitement to do something different. Our work for #DiwaliWithMi 2020 with Baba Sehgal is a testament to that.”, says the brand’s digital film agency, Sushant Vithaldas, Business Head, Schbang Bangalore, 

Diwali with Mi Ft Baba Sehgal:

The music video features popular Indian rapper & composer Baba Sehgal for the #DiwaliWithMi campaign, which marks the beginning of the brand's festive season. The entertainment video features all the great offers on Mi and Redmi products that consumers can avail of this Diwali. Iconic in his groovy self, Baba Sehgal is seen in his trademark avatar busting rhymes along ‘iss saal ka sabse bada sale' and celebrating Diwali with Mi. The music video also hopes to elevate the fun and excitement around this season pushing Mi Fans to embrace their festive spirits. The rap creates a tune that is fun, catchy and also shares details of the various offers available on devices like the Redmi Note 9 Pro, Mi 10, Mi TV, Redmi 9A, and Redmi Earbuds 2C.

Also Read: Interview: Siddhant Narayan, OnePlus India on launching a new product during lockdown

Mi India Brand Video:

Mi festive campaign for Diwali is a brand video in partnership with dynamic Bollywood celebrities host of young, digital-first influencers across the country aiming to reflect the diversity of brands' audiences. Capturing the hearts of Mi Fans and consumers, the film depicts the resilient spirit of the celebration. The film ‘Diwali ko Happy banake rahenge’ brings light to the small moments that make Diwali special for everyone and how technology has eased the way to celebrate this festival with our loved ones even in these current times.  

The biggest Rap Battle this year: Manu Jain v/s Baba Sehgal

For the third piece of communication, the brand organized a fun rap battle song between Manu Kumar Jain, Managing Director, Mi India, and Baba Sehgal. The video hosts the entrepreneur legend and the rap legend battle showcasing the young, innovative, and fun spirit that makes up Mi India. The duo highlighted Mi India's style of marketing through their rap by leveraging social media to the fullest even if the top boss has to crack a quirky rap number and dance it out. 

Durga Pooja with Rupam Islam 

Building on last year's successful reception, the brand collaborated once again this year with popular singer Rupam Islam in Kolkata to create 2020’s new ‘Amar Pujo’. Reinvigorating the festival spirit, the song celebrates unity and togetherness despite all the limitations & restrictions this year. The launch of its sequel digital music video celebrates the essence of festivity and takes users back to the memory lane when they used to gather and celebrate puja with friends and families. It further gives hope for a new and better day by overcoming the current pandemic and reconnecting freely with their loved ones as they are all with each other in spirit.