Lowe Lintas builds anticipation around India's Naya Note for Xiaomi

Xiaomi’s new marketing campaign - Naya Note - is aimed at potential users of Redmi Note 5 Pro. Traditionally, Xiaomi India’s customer segments are mostly males of age group 18-40 years. They are often technology enthusiasts who endorse the geeky spirit and can discern value irrespective of price bands.

Due to its extensive offerings across smartphones and ecosystem categories, Xiaomi has moved beyond its traditional customer segment to increasingly becoming a household name among different categories of Indian customers.

Naya Note is a light-hearted campaign with a simple, humorous approach promoting the recently released Redmi Note 5 Pro.

It offers viewers with an unconventional take on individuals carrying on with their daily lives in bustling environments like metro trains, stock market offices etc; and are extremely excited by the news of the ‘Naya Note’ launching in the market. The campaign stories explore the amusing levels of intense curiosity and anticipation that goes on to build around the ‘Naya Note’‘s release, and ultimately reveals Xiaomi’s Redmi Note 5 Pro.

The campaign banks on the strong sense of familiarity and positive excitement that the Indian masses, irrespective of their age, community or social background, have established with the ‘Naya Note’ or new note which was announced shortly after demonetization. Redmi Note series which is the ‘Naya Note’ of this campaign is also increasingly becoming a highly relatable term in every Indian household. The Naya Note campaign for the Redmi Note series taps into this relatability element with a pure satirical approach, and offers Indian viewers memorable stories to connect to the nation’s passion for Redmi Note series  

The Naya Note campaign videos are conceptualized by the brand marketing team of Xiaomi India led by Karan Shroff, Brand Marketing Lead, Xiaomi India and implemented by Lowe Lintas Advertising agency. 

Manu Jain, Vice President, Xiaomi and Managing Director, Xiaomi India: “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’.

The Xiaomi team further added that they hope to see this campaign spread a fair share of smiles and positivity to all viewers with its light-hearted humor.

Arun Iyer, Chairman & CCO of Lowe Lintas: “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 demonetization. We used a simple play on words to create a fun campaign that celebrated the anticipation around 'India's Naya Note”.