Xiaomi launches ‘Naya Note’ campaign to promote Redmi Note 5 Pro
Objective
Xiaomi India has witnessed remarkable growth since its inception in 2014 and Redmi Note series has played a pivotal role in it. Known for transforming the smartphone market in India, Redmi Note series has come a long way with offering high quality features combined with best specs at honest price. Highlighting the latest Redmi Note 5 Pro, this campaign aims to build a stronger equity for Redmi Note 5 Pro in India post its launch in February 2018.
Starting with its first launch in December 2014, the first Redmi Note witnessed major positive response in the country due to its futuristic feature offerings at extremely competitive pricing of less than INR 10,000. In 2016, Xiaomi released its Redmi Note 3 which was only sold online. It soon became the highest sold smartphone device online in India.
Similarly, Redmi Note 4 launched in January 2017 witnessed an all-time success. 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.
Target Audience
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.
Due to its extensive offerings across smartphones and ecosystem categories, Xiaomi has moved beyond its traditional customer segment to increasingly becoming a household name among different categories of Indian customers.
Overview:
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 Big Idea
The campaign banks on the strong sense of familiarity and positive excitement that the Indian masses, irrespective of their age, community or social background, have established with the “Naya Note” or new note which was announced shortly after demonetization. Redmi Note series which is the “Naya Note” of this campaign, is also increasingly becoming a highly relatable term in every Indian household. The Naya Note campaign for the Redmi Note series taps into this relatability element with a pure satirical approach, and offers Indian viewers memorable stories to connect to the nation’s passion for Redmi Note series
Campaign Highlights
The campaign primarily revolves around Redmi Note 5 Pro, being addressed as the Naya Note.The treatment of the campaign is based upon the Naya Note trend set by demonetization, which displays certain witty and hilarious references.
One such amusing instance is when a watchman guarding the bank refers to the Naya Note in a conversation with a customer, claiming it is the best one yet. The reference subtly hints at Redmi Note 5 Pro being an upgraded version from rest of its predecessors. A hilarious pun in the other video shows two bank employees discussing a chip installed in the Naya Note, which teases the widely circulated rumor of a chip in the new currency during demonetization, but quite literally refers to the Redmi Note 5 Pro device.
Media Plan
The Naya Note campaign will run across the following channels:
- Television (TVC)
- Youtube
- It would be promoted across all social media channels
Time Duration: The campaign may run for nearly 8 to 12 weeks.
Execution Team
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.
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 Lowe 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”.
The Naya Note campaign videos can be viewed here: