Xiaomi India has rolled out a TVC for its range of Mi TVs.
Conceptualised by McCann Worldgroup, the film is an extension of the 'kiska baja' theme for its smartphones. It shows a dog (Bruno) taking a remote of a Mi TV and run towards a kennel. While doing so, people in the neighborhood spot the dog and the remote in his mouth thinking it's their remote. They finally see him drop the remote amongst a pile of other Mi TV remotes, showing how everyone in that neighborhood owns a Mi TV.
Sumit Sonal, marketing lead, Mi India, said, “We at Mi India, are overwhelmed by the massive response we have received from our Mi Fans and customers for making Mi TVs the best-selling smart televisions in India, for more than two consecutive years now. With a focused narrative around ‘kiska hai’ campaign, the newly launched TVC portrays Mi India's strength and foothold in the Indian market, thereby highlighting our commitment towards providing true innovations with the best of hardware and software experiences. As we move forward in this journey, we will continue to innovate and bring engaging experiences for the end consumers.”
Sambit Mohanty, head of creative (South), McCann Worldgroup India, said, “How do you tell the world that Mi TV is India’s number one smart TV? The idea was sparked by its remote actually - a nifty little thing that’s unlike any other TV remote. And a comedy of errors that follows when everyone mistakes someone else’s remote for their own! We had a lot of fun bringing this idea to life and we’re pretty sure it’ll be the most fun thing on TV – Mi TV, that is!”
The film is running on television and digital.
Creative agency: McCann Bengaluru
Chairman and CCO: Prasoon Joshi
Head of creative: Ashish Chakravarty
Creative head – South: Sambit Mohanty
Executive vice president: Dileep Ashoka
Senior vice president: Sonal Devraj
Creative team: Sambit Mohanty, Ajith Emmanuel, R Unnikrishnan, Nilesh Kulkarni
Director: Adam Johnson
Production house: Another Idea
Films: Crystal Carvalho
Planning: Rasika Fernandes
Account management: P N Keshav, Agnimita Dey, Jasraj Singh