Xiaomi: MI for India

Xiaomi, a consumer electronics and smart manufacturing company, launched a campaign to establish itself as a customer centric brand and position it as the largest consumer technology brand in India by building a human connection.

Overview

In the last decade, 2020-2021 have been the two most defining years for business community and the world at large. Adjusting to the new normal, communities around the world learnt a new way to function. While work from home became the new normal, Asian communities in the US faced the backlash of the Covid-19 pandemic. India, despite being a thriving democracy faced challenges of its own. After the Indian government banned a popular Chinese social media app, other brands of similar origins faced repercussions that were detrimental to the business. In the middle of this storm, Xiaomi was caught...

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