Tribes & Xiaomi redefine outdoor ads with 3D billboard in Chennai

In a collaboration that redefines how innovation is communicated, Tribes Communication collaborated with Xiaomi India to unveil a 3D billboard campaign in the Alandur, Chennai. The installation brought to life the Xiaomi 15 Ultra’s modular photography kit captivating audiences and turning heads across the city.

Showcasing Xiaomi’s most advanced smartphone to date, The Xiaomi 15 Ultra which is co-engineered by Leica—the campaign aimed to break away from conventional formats. The result was a dynamic 3D billboard that brought the product to life in mid-air, module by module, lens by lens, recreating the mechanics of the device’s modular photography kit in stunning visual detail.

Gour Gupta, Managing Director & Chairman, Tribes Communication, said, “"At Tribes, we believe in turning brand stories into unforgettable experiences. With Xiaomi, we didn’t just showcase a product — we created a street-level spectacle. Together, we pushed the boundaries of outdoor engagement, capturing attention and sparking conversations.  We’re proud to partner with Xiaomi in bringing innovation to life in such a bold, immersive way.”

In an era of relentless digital content, the campaign created an offline moment of pause, curiosity, and awe. Located in one of Chennai’s busiest intersections, the billboard turned a high-traffic space into a stage for innovation—blending spatial storytelling with cutting-edge motion design.

“With the Xiaomi 15 Ultra, our vision was to reimagine what smartphone photography could feel like in everyday life,” said Ritij Khurana, Associate Director, Brand Marketing, Xiaomi India. “We’ve combined precision optics, a refined grip, and purposeful design to create a device that brings pro-level tools to the hands of more people. By placing it in familiar, everyday environments - like a morning commute, we’re not just showcasing a product, but hoping to start a quiet conversation about what the future of mobile imaging can look like.”