Xiaomi has rolled out a campaign for its range of smart TVs that has been conceptualised by McCann Worldgroup's Tag.
The film features Sumeet Raghavan and Rupali Ganguly, the main protagonists in the TV series Sarabhai Vs Sarabhai. It shows Raghavan entering the house on his phone while his child is watching a cartoon and Ganguly his furiously turning pages of a magazine. The child switches off his cartoon and asks the television to play 'Break up song'. As the film goes on it is revealed that Raghavan has forgotten their anniversary and that's the reason for his wife's anger.
Karan Shroff, head - brand marketing, Xiaomi India, said, We wanted to use a creative approach to help consumers realise the hidden potential of a smart TV and its several benefits, which is what the new 'Say it See it' campaign aims to do. Our first non smartphone TV campaign focuses on features that allow users to do a lot more with their Mi TV beyond just using it as an entertainment source. Also featuring the popular on-screen TV pair Sumeet Raghavan and Rupali Ganguly, we are confident this will bring some fond memories for the larger audience who would connect positively with the campaign story and the popular couple. We hope that this new campaign further strengthens our bond with Mi Fans, and builds a stronger smart TV brand association with all our potential consumers.”
Dileep Ashoka, EVP, MWG-TAG South , added, “While most TV ads focus on a full HD or 4K experience, we chose to focus on the product’s most distinguishing feature- content and smart devices being operated on voice command. In these films, we chose to dramatise the simplicity of accessing content through voice, keeping it aligned to the humorous and quirky spirit of the brand. We expect that the product and the communication will resonate well with audiences across both metros and smaller towns.”
The film is currently on-air on television. It's also being run across cinema and OOH.