Xiaomi highlights its trademark ringtone with Kiska Baja campaign
Since its inception in 2014, Xiaomi India grew exponentially, becoming a game changer in the smartphone industry. The brand earned its number 1 position in India for three consecutive quarters, and currently dominates the smartphone market with a substantial 30.3% share as per latest IDC research (Q1 2018), wherein 1 out of 3 smartphones sold in India is a Xiaomi phone.
While Xiaomi’s success stems from several factors, a primary aspect for its progress is its simple philosophy - innovation for everyone. Xiaomi constantly brought in innovative products with best specs of highest quality at honest prices, making it widely affordable to all consumers across India. Xiaomi’s philosophy combined with its robust India infrastructure of aftersales, well-established set of manufacturing units, innovative sales model and its 400+ strong workforce has significantly boosted the brand’s outreach. However, the growing popularity of the brand is mainly because of its passionate Mi fans who are not only increasing in numbers, but also share great mutual love and admiration for the brand.
The campaign offers a common fundamental feature that every Xiaomi user deeply connects with - its trademark ringtone. The campaign showcases that while people in India would be busy going about with their everyday lives, they may often hear and resonate with the sound of Xiaomi’s ringtone in the midst of their daily bustle. The campaign proves how this simple ringtone works as a subtle, yet powerful reminder of the brand’s widespread presence amongst the people of India. And the sound of this tone may often brim excitement in any given social space, leading several people to wonder if it’s their call to take.
The campaign aims to connect with all individuals and Mi fans across diverse customer segments of Xiaomi. Although, Xiaomi India’s traditional audience were mostly technology enthusiasts of age group 18-40 years, who endorse the geeky spirit and can discern value irrespective of price bands; the brand has moved well beyond this, and now enjoys a widespread presence across different customer categories.
The Kiska Baja campaign will run across different channels which include television, radio, Out of Home, digital media and print media.
The TVC campaign videos are launching across first three weeks of July, starting the night of 3rd of July along with the India Tour of England T20 cricket match. The overall campaign including other media will roll out within two months from 3rd of July 2018 onwards.
Kiska Baja campaign is a collaborative effort of the Xiaomi Brand Marketing team led by Karan Shroff, and Lowe Lintas, and is directed by Ayappa.
Manu Jain, Vice President, Xiaomi and Managing Director, Xiaomi India: “Kiska Baja is a sincere effort from our team to portray where our brand stands today, and how our major success resulted because of all the massive love and attention we received from the people of India. As we continue providing innovative products of high quality with best specs at honest pricing, we hope our customers will also enjoy our technology and deeply connect to our widely growing Mi community across India.”
Arun Iyer, Chairman & CCO, Lowe Lintas: “The Kiska Bajaa idea was inspired by real life events. Wherever we went, airports, offices, supermarkets we heard a familiar tone. Realising this, we decided to have fun with the idea of what happens when there is a Xiaomi in every pocket.”