Xiaomi
Four Xiaomi launches across categories that have nothing in common except the brand.
Each Xiaomi product launch needed a different cultural lens. Cricket couldn't sell appliances. Chefs couldn't sell speed. We learned to read all four.
What started with the Xiaomi 11 Lite NE 5G smartphone became a sustained relationship across four launches in 2021 to 2022, spanning smartphone, gaming, smart home, and kitchen. The brief stopped being a single-product KPI. It became this: know Xiaomi's catalogue well enough to ship culturally-tuned activations for whatever's launching next, in a year when Chinese-brand sentiment in India was still volatile.
Each launch had its own creator playbook: cricket for the K50i, chefs for the Air Fryer, Bollywood for the 11 Lite, pet parents for the Security Camera.
The 11 Lite NE 5G ran 3-phase (Pre-launch / Launch / Post-launch) with Bollywood leads, peaking at 16.20% ER. Redmi K50i ran #LiveExtreme with anime-grade VFX, pulling Dinesh Karthik and Kuldeep Yadav alongside Tejasswi Prakash, Mrunal Thakur, and Sonam Bajwa to an average 13% ER. The Smart Air Fryer paired chefs (Shivesh Bhatia, Deeba Rajpal) with comedians (Aadar Malik, Rohan Joshi) for kitchen-craft-meets-relatability. The 360 Security Camera 2i was built around mom-content, pet-parents, and small-business creators with #SecuresEveryCorner. Each launch needed a fresh creative system. Xiaomi never asked us to recycle from the previous one.
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