5 years of Xiaomi in India visualised in creative film

Xiaomi, India’s number one smartphone and smart TV brand announced its brand film to celebrate its five year journey in India. The brand film beautifully illustrates the key milestones of Xiaomi’s journey with multiple creative illusions at each frame, ensuring a visual delight.

The brand film captures several Mi Fans in multiple shots, who have been an integral part of Xiaomi’s success it enjoys in India. The film also intelligently integrates the momentous ‘Kiska Baja’ campaign at the end of the brand film, with the iconic Xiaomi ringtone. The campaign has been conceptualised and executed by Xiaomi’s brand marketing team led by Karan Shroff and Humour Me, a boutique creative agency led by Dhruv Sachdeva.

Anuj Sharma, Chief Marketing Officer, Xiaomi India said, “We wanted to create an impactful film complimenting our India chapter. The insight came from playing with all milestones visually, and yet retaining a common theme across. We used various visual illusions throughout the film, such as the Ames effect in the smartphone market share segment. The entire film has been shot in one set, over a few days with the help of a hardworking team and several Mi fans. We hope this truly reflects the love Xiaomi has seen in the country since the magical journey would not have been possible without every partner, employee, consumer, Mi Fan, competitor and anyone else who supported us during these five years.”

Milestones:

• Xiaomi’s India journey started in 2014 with Mi 3
• Mi 3 sold 10,000 units on the first sale within seconds and crashed Flipkart because over half a million people came to purchase the device.
• In August 2015, Xiaomi joined the Make in India initiative.
• Today, Xiaomi has seven smartphone manufacturing plants which employs over 20,000 employees of which over 95% are women.
• Xiaomi has  ~50% market share in the online smartphone market, as of Q1 2019 as per IDC.
• Redmi Note series went on to become the most successful smartphone series and sold over 12 million units in 2018. Independently, Redmi Note became the fourth largest smartphone brand of India.
• Mi.com became the third largest e-commerce brand for smartphones in Q1 2019 as per Counterpoint Research.
• Xiaomi has also been the number one fitness wearable brand for five consecutive quarters, with over 40% market share in Q3 2018 as per IDC.
• Mi Community has over 5 million registered fans on Mi Community (c.mi.com); and over 15 million unique Monthly Active Users.
• Xiaomi is a proud holder of two Guinness World Records:
• Largest Light Mosaic in 2018
• 500+ Mi Stores opened simultaneously in rural areas
• Xiaomi’s offline smartphone market share grew exponentially from zero to ~20% by Q4 2018.
• Xiaomi has over 1500+ (2000 currently) Authorized Service Centers in India across India
• Xiaomi India’s smartphone market share has grown constantly and is currently the #1 brand for 7 consecutive quarters as per IDC.