Xiaomi 'experiments' with traditional media for reach, rolls out TVC for Redmi Note 3

Xiaomi has rolled out its first TVC for the Indian market. The film for the Redmi Note 3 has been rolled out in partnership with Amazon.com, exclusive online retailer for the phone. It has been conceptulised by Orchard Advertising.

 

The film tells the story of a young man who wants to learn to play the drums. Obsessed, he views videos on his Redmi Note 3 to learn. After using various things as drumsticks, he orders a pair on Amazon. Once delivered, he starts using them on the street to create music. He's joined by people from his neigbourhood and they start a performance. The film ends with the voice over saying 'The power to perform is with you' and introducing the phone as an Amazon exclusive. 

 

Xiaomi's India head, Manu Jain, had told Campaign India in December 2015 that the brand would steer clear of TV advertising in India and pass on the cost benefit to the user.

 

Since then, the brand seemed to have changed its stance by rolling out a one-off print ad, and now a TVC.

 

Clarifying on the approach, a spokesperson from Xiaomi said, “We believe in maintaining a two-way exchange between us and our fans. We therefore do our marketing mainly through social media, constantly engaging our fans, who then go on to spread the Xiaomi branding through word-of-mouth. By spending minimal marketing dollars, this helps us to offer our products at competitive prices. At the same time, we recognise that there are some people who might not have had a chance to hear about Xiaomi this way, and we therefore do experiment with other traditional marketing initiatives as well.”