To mark a decade of presence in India, Xiaomi is gearing up for a festive season filled with innovation and celebration. The brand is set to roll out its latest offerings alongside strategic campaigns like ‘Bring Magic Home’ to engage its vast consumer base. Adding to the excitement is the return of actress Katrina Kaif as Xiaomi’s brand ambassador, rekindling a partnership that started in 2017. As the festive spirit builds, this collaboration promises to bring fresh energy to Xiaomi’s efforts to connect with consumers nationwide.
Speaking about the alignment between Xiaomi and Katrina Kaif, Anuj Sharma, Chief Marketing Officer at Xiaomi India, shared, “Katrina's persona aligns with our brand seamlessly as she embodies the spirit of innovation, style, and excellence that Xiaomi strives to embody. As we are celebrating 10 years of innovation and excellence in India, we saw this as a perfect opportunity to recreate once again the Xiaomi-Katrina magic that we saw for the first time in 2017. With Katrina Kaif onboard, we at Xiaomi aim to strengthen our connection with consumers as the most preferred choice for innovating products.”
This collaboration with Kaif will extend beyond traditional brand ambassadorship and integrate into Xiaomi’s larger narrative of technological excellence. Katrina’s influence will be felt across the brand’s product offerings and marketing strategies, particularly during the festive season. “With Katrina as our brand ambassador, Xiaomi further aims to reinforce our position as a preferred choice for aspirational Indians seeking cutting-edge technology,” Sharma said.
Xiaomi is planning to amplify this partnership through a variety of marketing strategies to reach a broader and more diverse consumer base. Sharma elaborated on the approach and said, “This partnership will be strategically amplified across various platforms, including digital and retail channels, ensuring maximum reach during the high-consumption period. By targeting intenders and our existing consumers, Xiaomi will focus on delivering aspirational yet affordable products.” The brand's messaging will focus on its commitment to making smart living accessible and achievable, particularly during the festive season when consumer demand peaks.
Celebrating The 10-Year Journey Amid Festive Cheer
Reflecting on Xiaomi’s journey over the past decade, Sharma highlighted the brand’s evolution and milestones in the Indian market. “Since we entered the Indian market in 2014, we have relentlessly pursued innovation, creating products tailored to the evolving needs of Indian consumers. A decade of pride, optimism, and most importantly, gratitude - Xiaomi completes 10 years in India.” He also touched upon the brand’s ambitious future vision, stating, “Having shipped 250 million smartphones and 350 million devices, our vision for the next decade is bold – to ship 700 million devices globally.”
The festive season, Sharma noted, is an important time for Xiaomi’s marketing strategies. “The festive season has always been a time of joy and excitement for our consumers and fans. Our Bring Magic Home campaign embodies this very sentiment, showcasing how Xiaomi products bring the magic of technology into everyday lives”, he explained. Xiaomi’s strategy will include a significant marketing spend, focusing on both top-funnel activities and performance marketing, while offering ?1,000 crore worth of offers in the lead-up to Diwali. Currently, Xiaomi India spends around 50-60% of its marketing budget on top-funnel.
In the premium segment, Xiaomi is set to compete by emphasizing the standout features of its smartphones, TVs, and tablets. Sharma noted, “We aim to showcase our devices' standout features - like high-performance processors, 5G connectivity, industry-leading cameras, and immersive displays - delivering premium experiences at competitive prices.” The brand’s Smartphone x AIoT strategy will create a seamless ecosystem, enhancing convenience, productivity, and entertainment for its consumers.
The Future Ahead
Xiaomi also remains focused on catering to the preferences of Gen Z consumers. “This generation seeks technology that seamlessly integrates into their fast-paced, connected lives,” said Sharma, explaining that Xiaomi’s product portfolio is designed with features like AI-driven photography, enhanced gaming performance, and 5G connectivity to meet the needs of this dynamic demographic. He emphasised Xiaomi’s commitment to staying ahead of the curve by “constantly exploring new technologies, materials, and design languages to redefine what smartphones can achieve.”
As Xiaomi looks ahead, Sharma is optimistic about the brand’s growth in the Indian market, particularly in the premium smartphone segment. “As per recent analyst reports, we are the #1 smartphone brand in India and #2 globally. Our growth is driven by the philosophy of 'Global in Outlook, Indian in Spirit,' and the real value we offer is the impact our products have on customers' lives.” With a strategic entry into the premium segment and a streamlined product portfolio, Xiaomi is poised for continued growth.
In the coming years, Xiaomi’s focus will be on expanding its premium portfolio and building a connected ecosystem powered by Xiaomi HyperOS, with 5G playing a pivotal role. Sharma concluded by outlining Xiaomi’s long-term vision: “Over the next three years, our goal is for every household in India to own at least one Xiaomi product, strengthening our commitment to making innovation accessible to everyone.”
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