Xiaomi announces an iconic mix of Vande Mataram
Xiaomi India, India’s number one smartphone and smart TV brand has announced an iconic video remix of Vande Mataram on the occasion of India’s 73rd Independence Day. The video has been released as a part of the #CelebrateWithMi campaign paying homage to the national song.
The video revolves around the sounds produced by all the “Made in India” Xiaomi products of the company such as smartphones, Mi TVs, Mi Power Bank and Mi Business Backpack. To name a few, sounds produced by the phones like screen lock & unlock, notifications, camera shutter sound, the bass sound produced on other devices have been put together to recreate this iconic track. The song starts with the company’s iconic Xiaomi ringtone and then kicks in the melody created wholly by the use of the products.
Addressing the launch of the track, Anuj Sharma, Chief Marketing Officer, Xiaomi India said, “As a brand, Xiaomi is completely committed to being a local brand and this is yet another initiative to celebrate the 73rd Independence Day of India. Make in India is an integral pillar at Xiaomi and has played a critical role in our success in India, and I believe there is no better day and format to honour the country’s progress as a center of manufacturing. We have worked hard to bring another iconic campaign and hopefully it captures the essence of Xiaomi’s “Made in India” products and Nation’s “National Song” – Vande Mataram.”
Speaking about this, Omkar Joshi, Business Head & Creative Director, Schbang said "With the Xiaomi India team, we push the boundaries of how we engage with our super Mi Fan Community. And a big part of this has been our constant endeavour to serve them with unique engaging content that they can enjoy and be proud of at the same time. The track was created in-house at Schbang with sounds made off or by the products of Xiaomi that are made in India. The video edit is quirky to showcase these sounds being made. It is our small tribute to India and its diversity. When such distinct elements come together and sync, there is true beautiful harmony."
The campaign has been conceptualised and executed by Xiaomi India’s social media team led by Sandeep Sundar Raju, Head – Social Media along with Schbang’s team (digital agency partner) led by Omkar Joshi, Business Head & Creative Director.
Xiaomi currently has 7 smartphone manufacturing plants in India with employing over 20,000 people out of which over 95% are women. Xiaomi India has a production capacity of 3 smartphones per second during operating hours, and over 99% of the smartphones sold in India are Made in Infia. With the PCBA, battery, cables and adapters locally sourced - and nearly 65% of the value of each Xiaomi smartphone is locally sourced. Xiaomi India also locally manufactures its Mi TVs in partnership with Dixon technologies.
Client: Xiaomi India
Client Team: Sandeep KS, Neelanjan Roy, Aadhikya Bharadwaj
Managed by: Harshil Karia, Akshay Gurnani and Sohil Karia
Production House: Schbang Motion Pictures, Bengaluru
Creative Director: Omkar Joshi
Head of Solutions: Sushant Vithaldas
Group Solutions Manager: Mayank Patel
Director: Ayushi Anand
Music Composer: Adith Anande
First AD: Pranav Sunil
Second AD: Rohit Nair
Cinematographer: Manohar Joshi
Assistant DOP: Lohith K
Creative Producer: Tanmay Biyani
Associate Producer: Christopher Anthony Dass
Offline Editors: Tanmay Biyani, Manan Karnik, Ayushi Anand
Talent: Marianne Chopin
Account Lead: Nikhita Anil
Creative Strategist: Abhishek Salunke
Concept: Tanmay Biyani, Adith Anande
Screenplay: Ayushi Anand, Pranav Sunil, Rohit Nair
Chief Assistant: Surya Narayana
Assistant 2: Sheshaiha
Assistant 3: Manjunath