Xiaomi India has rolled out a campaign consisting of two films for the Redmi Note 5 Pro. The campaign was conceptualised by Lowe Lintas for the phone that was launched in February 2018.
The campaign titled, 'Naya Note' shows films in which a person announces the 'naya note'. People who were busy, are suddenly startled and think its something to do with 'demonetisation'. As the film progresses, it is revealed that the 'naya note' being referred to is the Xiaomi Redmi Note 5 Pro.
Manu Jain, VP, Xiaomi and managing director, Xiaomi India, said, “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'."
Arun Iyer, chairman and CCO, Lowe Lintas, said, “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 demonetisation. We used a simple play on words to create a fun campaign that celebrated the anticipation around 'India's Naya Note'."
The campaign broke on 12 June 2018 and is expected to run for 8-12 weeks.