Xiaomi’s first ever TVC in India, for its leading smartphone Redmi Note 4, is to reaffirm the smartphone’s stance as India’s No. 1 selling smartphone. The film has been conceptualised by Famous Innovations and directed by Kamlesh Soni and produced by Azad Anesh of Conversation Films.
The ad focuses on the love for Indians to debate every thing, from what is the shortest way to reach a destination or to even debate in your mind whether the car was locked or not. Of course, there are no debates in certain situations, like when the boss is blaming the economy during appraisals.
In a tongue-in-cheek manner, the cellphone maker brings out these scenes, in a 40-second ad for the Redmi Note-4 that uses the tagline Koi debate nahi! (There's absolutely no debate).
Sushant Sreeram, Marketing Head, Xiaomi India, said, “Redmi Note 4 is already the No. 1 selling smartphone in the country. We saw an opportunity to make it a hall-of-fame’r to create an Idea that would build on the product’s narrative while connecting the brand deeply with the sentiments of our country."
G V Krishnan, CEO, Famous Innovations, south, said, “The insight was simple - We Indians love to debate and have a point-of-view on everything, be it movies, cricket, music, food or something as simple as giving directions. But when it came to a phone, more than 5 million Indians seem to have agreed on one thing. This gave birth to the idea. When all mobile brands were talking features, we chose to leverage our popularity with and build pride among 5 million Redmi Note 4 users. ”
Apart from the TVC, this concept will also be extended to digital, social media channels, print, radio and outdoor.