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Xiaomi India releases Naya Note campaign for Redmi Note 5 Pro

12-June-2018
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Xiaomi India releases Naya Note campaign for Redmi Note 5 Pro

Xiaomi India’s latest campaign Naya Note aims to build a stronger equity for Redmi Note 5 Pro in India following its launch in February 2018.

Traditionally, Xiaomi India’s customer segment are mostly males of age group 18-40 years. Naya Note is a light-hearted campaign with a simple, humorous approach, promoting the recently released phone.

It offers viewers with an unconventional take on individuals carrying on with their daily lives in bustling environments- metro trains, stock market offices etc; and are excited by the news of the “Naya Note” launching in the market.

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 love for Redmi Note series

The Naya Note campaign will run across Television, YouTube and all social media channels.

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.

Manu Jain, Vice President, Xiaomi and Managing Director, Xiaomi India, said: “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”."
Arun Iyer, Chairman & CCO of Lowe Lintas, said: “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'."

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The campaign has been conceptualized and executed by creative agency J. Walter Thompson.

He is the man behind India's most rewarded and talked about campaign at Cannes 2018, 'Blink to Speak. Read on to find out how he conceptualised the idea and led the team that created the campaign.

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