The Brief
Xiaomi 11 Lite NE 5G was the first launch. Over 2021 to 2022, TopScout became Xiaomi India's influencer arm across four launches: smartphone, gaming, smart home, and kitchen appliance. The brief stopped being a single-product KPI. It became this: know the catalogue well enough to ship culturally-tuned activations for whatever's launching next.
Four Launches, Four Playbooks
📱 Xiaomi 11 Lite NE 5G (Sep 2021)
Three-phase smartphone launch: Pre-Launch (Reels), Launch (Dedicated YouTube), Post-Launch (Video Posts). 10 Bollywood-led creators including Karan Wahi, Krystle D'Souza, Kriti Kharbanda, Karishma Tanna, Anju Kurian, Radhika Madaan, Biswa Kalyan Rath, Tanya Khanijow, Aakash Gupta and Nivetha Pethuraj.
- Pre-launch ER 12.56%, Post-launch ER 16.20%
- 4.1M+ total reach across phases
- ₹200 crore in sales in week one (per TechRadar)
🎮 Redmi K50i 5G (Jul 2022) · #LiveExtreme
Anime-style speed effects with practical VFX and precise compositing. 8 creators across sports, fashion, lifestyle and humor: Mrunal Thakur, Gauahar Khan, Sonam Bajwa, Tejasswi Prakash and Palak Tiwari, alongside Dinesh Karthik and Kuldeep Yadav from cricket.
- Average ER 13%, Xiaomi's best in the partnership
- 16 deliverables on Instagram Reels and Stories
🍳 Xiaomi Smart Air Fryer (Aug 2022) · #IndiasOnlySmartAirFryer
Chefs paired with comedians. Shivesh Bhatia, Deeba Rajpal, Meghna and Aditya for the food. Aadar Malik, Rohan Joshi, Nishant Suri and Anushka Ranjan for the relatability.
See the work: View the Xiaomi Smart Air Fryer creator activation on Instagram →
- 10 creators, 13 deliverables, 1.48M views, 6.59% ER
🏠 360 Home Security Camera 2i (Jul-Aug 2022) · #SecuresEveryCorner
A camera that lives in domestic chaos needed creators with domestic chaos. Mom-content, pet-parents, small-business owners. 9 creators including Pranav Sapra, Piyush & Yamini, Kishwer M. Rai and Charu Asopa.
- 9 deliverables, 3.36M views, 6.48% ER
Why It Worked
Each launch needed a different cultural register. The 11 Lite was Bollywood gloss. K50i was anime-grade adrenaline. The Air Fryer was kitchen craft meets comedy. The Security Camera was domestic life as the stage. Same agency, four playbooks, nothing got recycled.
Where It Sits
- 4 product launches across smartphone, gaming, appliance and smart home
- 37+ creators activated
- ~10M+ total views
- Peak engagement 16% to 26% across formats
The relationship lasted because Xiaomi could trust that whatever product was next, the team already knew which cultural lens it needed.
