Xiaomi unleashes marketing campaign for its flagship killer the Redmi K20
Xiaomi, India’s number one smartphone brand, announced its first flagship series under the Redmi sub-brand -- Redmi K20 and Redmi K20 Pro, last month. After garnering a tremendous response at its launch, the Redmi K20 series will now be available on open sale starting today.
With an aim to stay ahead of the curve, Redmi K20 series brings the latest, cutting-edge technology to the market. Redmi K20 Pro features Qualcomm® Snapdragon™ 855 while Redmi K20 features Qualcomm® Snapdragon™ 730.
The Redmi K20 series features a 16.2cm (6.39) 19.5:9 full HD+ Super AMOLED Horizon Display with 7th generation in-display fingerprint scanner. Both are protected by Corning® Gorilla® Glass 5 on the front as well as the rear. The camera department is taken care of by an AI triple camera setup comprising of a 48MP main camera, 8MP telephoto and a 13MP wide-angle on the rear and a 20MP pop-up selfie camera on the front. The Redmi K20 series smartphones are powered by a 4000mAh battery with support for 27W SonicCharge.
Starting today, 5th August 2019, Redmi K20 and Redmi K20 Pro will be available on open sale from 12 PM onwards across Mi.com and Flipkart. The Redmi K20 series will also be available across all premium offline stores.
True Master - K20 Pro Marketing Campaign
In line with its availability across all channels, Xiaomi India also launched a new brand marketing campaign, True Master, promoting the Redmi K20 Pro. Set in a Tai chi class scene, the story showcases the incredibly speedy performance of the Redmi K20 Pro powered by Qualcomm Snapdragon 855, using a popular martial art concept with a dash of comical element.
The video presents a cheeky, humorous face-off between the student who is a Redmi K20 Pro user and a seemingly larger opponent. the Redmi K20 Pro user, who appears to be a young protagonist with lots of zeal, banks on the incredible speed of the flagship killer device and surprisingly overpowers his opponent, emerging as the true master. The video further concludes that in a world where many smartphones claim to be the fastest, there is only one true master, highlighting the competitive edge that Redmi K20 Pro has over other smartphones.
Addressing the new brand campaign, Anuj Sharma, Chief Marketing Officer, Xiaomi India, shared that, “We wanted to explore a unique approach beyond just the traditional smartphone ads that regularly feature camera or design at a surface level, and instead offers a powerful story element that resonates with our flagship product. Choosing a story with Tai chi theme was a conscious effort from our side to portray the exceptionally speedy performance of our flagship killer, Redmi K20 Pro, which displays a creative contradiction to the rather slower moves of the martial art form treading on a comical note. The story reflects our firm belief in the innovative technology and incredible specs of the device.”
The campaign is a collaborative effort between the Brand Marketing team of Xiaomi and MWG-TAG-Bangalore, and will be aired across television as well as social media platforms.