Q] The recently launched Diwali campaign, ‘Tech Se Smart Dil Se Smart’ has garnered significant attention. Could you share the objectives of this campaign and how it is expected to boost Xiaomi’s reach and business during the festive season?
During the festive season, we focus on two key aspects of our brand. First, we promote our wide range of smart products, including the new 5G lineup, advanced cameras, and smart TVs, catering to various needs, from family entertainment to sports. We also offer a selection of consumer durables such as smart air fryers, air purifiers, and vacuum cleaners. Our commitment is to provide high-tech products that simplify and enhance life. The second aspect revolves around the spirit of giving during Diwali, offering an ideal opportunity to help friends and family, particularly those less tech-savvy, make informed choices. This campaign, known as ‘Dilse Smart,’ embodies this spirit.
Q] Disha Patani and Pankaj Tripathi have been featured as brand ambassadors for Xiaomi’s Diwali campaign. What was the rationale behind choosing them?
Both Disha and Pankaj have been our Redmi brand ambassadors since the start of the year. Pankaj Tripathi’s widespread appeal establishes a connection and trust with audiences nationwide. This year, we’ve consistently improved our product designs, introducing features like glass phones to a broader audience, which are normally associated with premium devices. Disha was the ideal choice to emphasize the design and its cool appeal. This approach remained consistent throughout the year and extended to our Diwali campaign as well. We were fortunate to have two outstanding brand ambassadors who significantly contributed to our brand.
Q] What is the media mix and budget that has been allocated for the campaign? Which media channel has been particularly efficient for your brand?
This year, we’ve increased our budget by approximately 2 to 2.3 times compared to the previous year. Our media mix is more diverse, starting with a September teaser campaign highlighting the upcoming festive season. We emphasized smart decision-making and introduced a Digital campaign to reach cord-cutters. Digital campaigns continued until online sales commenced, focusing on specific products endorsed by Pankaj and Disha. Print media has been incorporated here as well. About 70 to 80 percent of our budget is allocated to TV, Digital, and Print, while the remainder supports below-the-line (BTL) execution that is crucial until Diwali. Offline presence is vital for maintaining our Xiaomi connection with in-store consumers. We continue to prioritize GECs for broad reach and brand awareness, leveraging our partnership with the Sony Network’s KBC, which began in August and has delivered positive results. We value this partnership.
Q] Xiaomi has become a household name in India over the years. Can you share some key strategies that have contributed to the brand’s rapid growth and success in the Indian market?
We are a tech product company committed to positively impacting lives with a vision of ‘innovation for everyone,’ recognising that technology is a powerful equalizer in the modern world. We aim to ensure that this power is not limited to a privileged few but is accessible to all. Our strategy centres on broad accessibility. Initially, we launched online with Flipkart and MI.com in 2014. In 2017, we began extensive retail expansion, partnering with existing retailers and our passionate community members to open MI or Xiaomi stores. In 2018, we set a Guinness World Record by opening over 500 stores in a day, becoming one of the country’s largest single-brand retail players. Our primary goal is to impact lives positively through accessible products and efficient reach.
Q] Where do you generate the majority of your sales revenue, through retail or e-commerce platforms?
It’s almost evenly split, with a roughly equal share from both retail and e-commerce. While in the past, our sales were predominantly online, our consistent efforts have now resulted in a balanced distribution between online and offline channels.
Q] The smartphone industry is dynamic and ever-evolving. What are the key trends and challenges you see in the Indian smartphone market, and how is Xiaomi addressing them?
The most significant trend began in October last year with the introduction of 5G devices and networks in India, leading to improved data speeds, enhanced connectivity, and reduced latency. This is expected to drive the upcoming festive season. Our product lineup strategically embraces 5G, establishing our leadership. The importance of smartphone camera is increasing, and and we’re committed to delivering top-quality cameras in collaboration with Leica.
Q] With the rollout of 5G technology, what is Xiaomi’s strategy for adopting and leveraging this technology in India? How do you envision it impacting the smartphone market?
Looking ahead to 5G, we aim to make it accessible, which is reflected in our portfolio’s affordability. We’ve launched successful 5G devices like the Redmi 12, and continue to monitor innovations. Addressing concerns such as battery life during the 4G to 5G transition is crucial, and we’ve worked on hardware and software to ensure a positive user experience.
Q] As a brand known for affordability and innovation, how do you approach the development and pricing of products in categories like laptops and smart home appliances to ensure they remain accessible to a wide range of consumers?
To achieve this, we adopt a portfolio approach. While we strive to introduce cutting-edge technology, we also prioritize accessibility for the masses. It’s essential to strike a balance. It’s worth noting that we’ve set a profitability cap, making it public that Xiaomi hardware will not yield more than a 5 percent profit. This commitment extends to all our products, including high-end offerings, which are priced close to Xiaomi’s cost price. Our primary goal, driven by our team’s tech enthusiasm, is to bring joy to users when they use our products.
PROFILE
Anuj Sharma is the Chief Marketing Officer at Xiaomi India. He has spearheaded the transformation of the brand into a household name within the competitive Indian market. An industry veteran, Sharma comes with an experience of over 15 years. He started his career at Wipro Technologies and has also led marketing positions in renowned organizations such as Lenovo Smartphones and Motorola.
ABOUT THE BRAND
Xiaomi is a consumer electronics and smart manufacturing company with smartphones and smart hardware connected by an IoT platform at its core. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 589 million smart devices connected to its platform as of December 31, 2022, excluding smartphones, tablets and laptops.
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