Mivi’s launched a satirical ‘make in India’ campaign that targeted its Made in China rivals. The co-founder and CMO Midhula Devabhaktuni clarified that it was never their intent to take a dig at a particular brand. In the recent digital campaign rolled out by Mivi, the consumer electronics brand seems to be comparing itself to one of its main rivals.
The earwear and wearables brand came up with contrasting ‘Made in India’ and ‘Assembled in India’ propositions to mock its rival. Mivi’s satirical campaign has gathered nearly two million views on Instagram and more than nine million viewership on YouTube. Mivi collaborated with renowned social media influencers, Saksham Shukla and Chetan Goel, to depict two contrasting characters representing ‘Made in India’ and ‘Assembled in India’ respectively.
The ad film focuses on emphasizing the superiority of products manufactured in India that comply with global standards. Amidst the gossip around the brand’s recent campaign, Mivi’s co-founder and CMO Midhula Devabhaktuni mentioned that their brand never intended to take a dig or target any particular brand. The ad for Mivi solely revolves around ‘Made in China’ versus ‘Made in India’.
Clarifying her take, she further added that Mivi wants customers to be able to distinguish between ‘Made in India’ and ‘Assembled in India’ products, and that is exactly what Mivi communicates through its campaign. Ever since the launch of the Government of India’s ‘Make in India’ program, ‘Make in India’ has become extremely crucial for this category.
Mega brands like boAt and Boult have also made similar claims about their products. Another competitor in this category, Fire-Boltt also tags itself as an ‘indigenous’ wearable and audio brand. The co-founder of the wearable brand said that since its inception, the brand’s main focus was directed towards manufacturing all its products in India.
Highlighting the reason for manufacturing in India, she points out that the imported products don’t cater to the needs of Indian consumers. Besides, the brand’s research revealed that not a single brand was manufacturing products in India. Mivi employs technology to make its products dust and water-resistant, which has always been a serious concern for consumers.
According to the co-founder, if a brand is just ‘assembling’, it almost loses its control over the product. It is more like the brand is directly buying the product from China and selling it in India. On the contrary, ‘Made in India’ products are crucial as they not only fulfill the unique and specific needs of Indian consumers but also generate ample employment opportunities within the country, which in turn, leads to a positive contribution to the economy.
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