Xiaomi turns mispronunciation into marketing mayhem this Diwali

Xiaomi India is bringing a dose of nostalgia this Diwali with a film that reimagines the chaos and drama of early 2010s reality TV. In a hilarious crossover with MTV Roadies, the film features Roadies judges Raghu Ram, Rajiv Lakshman, and the former contestant Devarshi, all in their classic dramatic avatars, but with a twist.

Speaking about the campaign, Ritij Khurana, head of brand at Xiaomi India, said “For us, no matter how you pronounce it, Xiaomi stands for innovation, trust, and accessibility for everyone. This campaign is our way of saying that however you say it, we’ll always be your Xiaomi, the brand that India trusts for great technology at honest prices. At its heart, this idea celebrates the bond we share with over 100 million users who have made us part of their everyday lives.”

Shot in the unmistakable mid-2010s reality TV style, complete with over-the-top reactions and background music, the film opens with Raghu and Rajiv grilling a contestant over a simple question: ‘Diwali ke sabse acche deals kahaan milenge?’ (Where will you get the best Diwali deals?) What follows is a fiery, comic exchange between the siblings over how to pronounce ‘Xiaomi’, escalating into the kind of banter that made the duo household names.

Just when things reach peak drama, Devarshi steps in to restore order, delivering the punchline that ties it all together, “Whether you call it Shiyomi, Zaohmi or Shaomi bulao, Xiaomi is till the most trusted brand for latest tech. and this Diwali, it is giving the biggest deals!”

With the closing line, ‘Call us what you want, it’s still a big deal’, Xiaomi cleverly plays on the brand’s often mispronounced name to drive home its Diwali message that no matter how you say it, everyone knows Xiaomi means great value and innovation.

The film taps into nostalgia, pop culture, and humour to deliver festive cheer, showcasing how Xiaomi continues to connect with India’s audiences in its signature, relatable way.

Campaign’s take: Xiaomi’s Diwali campaign proves that sometimes, brand confusion can be a blessing in disguise, or in this case, a punchline. The tech giant leans into years of name misfires (Ziyomi, Shiyomi or Shaomi) and transforms them into a light-hearted celebration of brand love, all while tapping into India’s collective nostalgia for MTV Roadies. 

The ad reunites reality-TV veterans Raghu Ram and Rajiv Lakshman, the iconic twin interrogators of the 2000s, alongside Devarshi, the contestant who once survived their wrath. Only this time, the tables turn.

The brothers lock horns over how to pronounce Xiaomi, hurling jabs in true Roadies fashion until Devarshi snaps, restoring order with a deadpan verdict that ties it back to the brand’s festive deals. 

Creatively, it’s a smart blend of pop culture, humour, and self-awareness — the trifecta that often makes campaigns cut through India’s crowded festive adscape. By parodying the melodrama of reality TV, Xiaomi humanises its brand voice while nudging viewers toward a simple message: mispronounce it all you want, the deals still speak for themselves. In an era where most brands chase gloss, Xiaomi wins attention by embracing imperfection — loudly, and with a wink.