The
campaign features Xiaomi’s new smartphone brand endorser, Ranveer Singh playing
characters with a strong comical tone while using the Redmi Note 7 Pro. Note
Kiya Jaye effortlessly plays out humorous scenarios while showcasing the 48MP
camera feature and its immense attention to detail. The campaign story
highlights the brand’s customer-centric approach wherein the Redmi Note 7 Pro’s
48MP camera combined with Sony IMX586 sensor provides true to life images with
unparalleled levels of detail. The campaign also subtly showcases how the new product
represents Xiaomi’s founding philosophy - innovation for everyone. The Redmi
Note 7 is designed to bring innovative technology to consumers across all segments
in India, offering spectacular features as compared to other devices in this
price range.
Marking
the launch of the new campaign, Anuj Sharma, Chief Marketing Officer, Xiaomi
India, shared: “Xiaomi’s Redmi Note series has a notable legacy of their own
and play a significant role in driving the brand’s leading performance in
India. Therefore, there couldn’t have been a better way to present our all-new
Redmi Note 7 Pro by combining our brand marketing efforts with one of the major
superstars of this generation, Ranveer Singh. Redmi Note 7 Pro brings our core
philosophy - Innovation for everyone, to life with its incredible features such
as the stellar 48MP camera, and the Note Kiya Jaye campaign successfully
depicts that with a tinge of humor and positivity. We hope our Mi Fans enjoy
the campaign and make the most of our innovative technology because we believe
our Mi Fans deserve the best.”
Karan
Shroff, Head of Brand Marketing, Xiaomi India, on mining the campaign insights
and leading the campaign, shared: “We wanted to offer our audience stories that
portrayed Redmi Note 7 Pro’s capabilities, and would also truly relate to their
day-to-day lives through funny, positive instances. We sought inspiration from
popular local insights such as Duur se Dekha vs. Paas Jaa Ke Dekha reference,
which was also used during our recent Redmi Note 7 Pro launch presentation in
February. And this is what you will experience with the Note Kiya Jaye campaign
too. The campaign offers our Mi Fans and consumers highly relatable stories
that blend the key strengths of the product, which is the 48MP powerful camera,
along with a strong element of satire, bringing them the best of both worlds.”
The
campaign tactfully uses cheeky humor in both videos, spinning a very
light-hearted, amusing approach to highlight Redmi Note 7 Pro and its 48MP
camera feature. The campaign is focused on the camera’s ability to zoom into
details even at a distance. It marries the classic good old reference of “Duur
se Dekha toh… aur paas jaake dekha..”, which implies how things may appear to
be a certain way from far, and upon closer look, it turns out to be a different
situation, thereby building a familiar insight for consumers.
In
the classroom scene, the Father while casually inspecting the students in an
otherwise regular classroom environment, uses the double tap double zoom
feature on Redmi Note 7 Pro’s 48MP camera to zoom into the student’s desk. The
clarity of the camera is so remarkable that the Father discovers a comic book
with the student and can also view the comic texts accurately, followed by a
series of humorous reactions. This instance highlights the tiny yet crucial
details which the camera flawlessly captures including crisp visuals of the
superheroes and their specific conversation texts which can be clearly viewed.
The
second film depicts a hostel scene highly relatable to the young audience,
wherein a young college student seems to be falling in love with a woman he
spots from a distance while taunting his friends. In the meantime, Ranveer who
plays a fellow roommate and college student uses his Redmi Note 7 Pro’s 48MP
camera capability to get a zoom in and gain a more accurate image of the woman,
only to have the amusing discovery that they wrongly mistook a man for a woman.
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