In a smartphone category chock-full of Rs 500 apiece alternatives, even the smallest features that make the device stand out are touted with the power of the presidential campaign.
Chinese smartphone maker Redmi’s new display serves his one purpose of highlighting his AMOLED display on the Redmi Note 11 series.
On the theme of indifference, director Anurag Kashyap shoots an advert with a facsimile of Vani Kapoor, at a time when people are consuming entertainment via poorly displayed smartphones, why is he spending expensive ads? Will cast a real actress in? A real Kapoor sitting next to the director during the tirade will set up the Note 11 series AMOLED display.
DDB Mudra created this ad.
However, it was created on a project basis. A few months ago, Momo Media ran an ad for the same feature of his Redmi Note 11 Pro + 5G, using Tide’s iconic ‘Chaunk Gaye’ to promote the excellent display. According to
Counterpoint Research, Xiaomi will lead the Indian smartphone market with his 23% market share in the first quarter of 2022, followed closely by Samsung with his 20%. The distance isn’t that great, so even the smallest features have the urge to attract attention.
This does not make Agency life easier. Sooraj Pillai, senior creative director at DDB Mudra, told afaq. About this very challenge.
1. How difficult is it to create a story and create an ad when only one part of the device needs to be highlighted instead of the whole device? It’s like a puzzle for creative agencies to solve. We are in the telecommunications business. So, regardless of whether it conveys a single feature or a set of features, the intention is always to create something exciting and interesting that your audience will enjoy and remember
2. Xiaomi works with multiple partners, how do you ensure that the tone, theme and atmosphere of communication are consistent? We have a wide product portfolio up to class. Clearly, in such cases, no single tonality or approach can be relied upon.
Evaluate the business problem at hand and try to provide an effective presentation that can solve this specific problem. And I don’t mind breaking tone and style guardrails in this endeavor.
3. Should consumers expect such communication (focusing on one feature of a device or one aspect of a service) from a category with too many actors in the future?
In this category, consumers are aware of product details even before they are exposed to communication. Therefore, it is very important to take a closer look at the product. Purchase decisions are always based on the phone’s specific offer. So, it makes sense to keep your ideas sharper and focus on specific features.
And the sharpness of your communication is directly proportional to the sharpness of the milestones you set at the beginning. I’ve always found that this approach works much better than trying to tell everything at once or making posts with multiple goals.
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