The campaign features Xiaomi’s new smartphone brand endorser, Ranveer Singh playing characters with a strong comical tone while using the Redmi Note 7 Pro. Note Kiya Jaye effortlessly plays out humorous scenarios while showcasing the 48MP camera feature and its immense attention to detail. The campaign story highlights the brand’s customer-centric approach wherein the Redmi Note 7 Pro’s 48MP camera combined with Sony IMX586 sensor provides true to life images with unparalleled levels of detail. The campaign also subtly showcases how the new product represents Xiaomi’s founding philosophy – innovation for everyone. The Redmi Note 7 is designed to bring innovative technology to consumers across all segments in India, offering spectacular features as compared to other devices in this price range.
Marking the launch of the new campaign, Anuj Sharma, Chief Marketing Officer, Xiaomi India, shared: “Xiaomi’s Redmi Note series has a notable legacy of their own and play a significant role in driving the brand’s leading performance in India. Therefore, there couldn’t have been a better way to present our all-new Redmi Note 7 Pro by combining our brand marketing efforts with one of the major superstars of this generation, Ranveer Singh. Redmi Note 7 Pro brings our core philosophy – Innovation for everyone, to life with its incredible features such as the stellar 48MP camera, and the Note Kiya Jaye campaign successfully depicts that with a tinge of humor and positivity. We hope our Mi Fans enjoy the campaign and make the most of our innovative technology because we believe our Mi Fans deserve the best.”
Karan Shroff, Head of Brand Marketing, Xiaomi India, on mining the campaign insights and leading the campaign, shared: “We wanted to offer our audience stories that portrayed Redmi Note 7 Pro’s capabilities, and would also truly relate to their day-to-day lives through funny, positive instances. We sought inspiration from popular local insights such as Duur se Dekha vs. Paas Jaa Ke Dekha reference, which was also used during our recent Redmi Note 7 Pro launch presentation in February. And this is what you will experience with the Note Kiya Jaye campaign too. The campaign offers our Mi Fans and consumers highly relatable stories that blend the key strengths of the product, which is the 48MP powerful camera, along with a strong element of satire, bringing them the best of both worlds.”
About the Campaign
The campaign tactfully uses cheeky humor in both videos, spinning a very light-hearted, amusing approach to highlight Redmi Note 7 Pro and its 48MP camera feature. The campaign is focused on the camera’s ability to zoom into details even at a distance. It marries the classic good old reference of “Duur se Dekha toh… aur paas jaake dekha..”, which implies how things may appear to be a certain way from far, and upon closer look, it turns out to be a different situation, thereby building a familiar insight for consumers.
In the classroom scene, the Father while casually inspecting the students in an otherwise regular classroom environment, uses the double tap double zoom feature on Redmi Note 7 Pro’s 48MP camera to zoom into the student’s desk. The clarity of the camera is so remarkable that the Father discovers a comic book with the student and can also view the comic texts accurately, followed by a series of humorous reactions. This instance highlights the tiny yet crucial details which the camera flawlessly captures including crisp visuals of the superheroes and their specific conversation texts which can be clearly viewed.
The second film depicts a hostel scene highly relatable to the young audience, wherein a young college student seems to be falling in love with a woman he spots from a distance while taunting his friends. In the meantime, Ranveer who plays a fellow roommate and college student uses his Redmi Note 7 Pro’s 48MP camera capability to get a zoom in and gain a more accurate image of the woman, only to have the amusing discovery that they wrongly mistook a man for a woman.
School video: https://youtu.be/foqCuouu5gQ
Hostel video: https://youtu.be/1jMA-jftg_0
About Xiaomi Corporation
Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on 9 July 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an IoT platform at its core. With the vision of being friends with its users and being the “coolest company” in the hearts of its users, Xiaomi is committed to continuous innovation, with an unwavering focus on quality and efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. Xiaomi is currently the world's fourth-largest smartphone brand and has established the world's largest consumer IoT platform, with more than 100 million smart devices (excluding smartphones and laptops) connected to its platform. Currently, Xiaomi products are present in more than 70 countries and regions around the world and have a leading foothold in many markets. Xiaomi India is the number 1 smartphone player for seven consecutive quarters since Q3 2017.Xiaomi India is the number 1 Smart TV brand for three consecutive quarters of Q2, Q3 and Q4 2018 as per IDC Worldwide Quarterly Tracker.
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