Campaign Spotlight

Campaign Spotlight: Mi India launches Redmi Note 9 Pro Max with a new TVC created by Brave New World

MUMBAI, INDIA– With the launch of the Redmi Note 9 Pro Max in March 2020, Mi India aimed at re-inventing the experience by offering a perfect amalgamation of hardware and software.

The global debut of the phone received a great response from Mi Fans and consumers alike. Observing the same, Mi India has now introduced a new TVC for Redmi Note 9 Pro Max. The commercial has been conceptualized and executed by Bangalore-based agency partner Brave New world.

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Sandeep KS, Associate Director, Redmi India Marketing said, “Having used the Redmi Note series extensively, when I first held the Note 9 Pro Max, it instantly felt like a flagship. It looks good, feels brilliant, performs like a dream and has the hero-like quality our fans claimed. We instantly decided that the phone had to be the central character of the television commercial all while weaving with a compelling narrative around its features. The video sequence is set inside a Metro compartment which is symbolic of the microcosm of the ‘Note’ cult.”

The 60-second digital edit features a visually rich maximalist aesthetic to underline the limitless possibilities of the device. The ‘Hero’ of the commercial – Redmi Note 9 Pro Max – is showcased zip-zapping through the video that focuses on features like its Pro 64MP AI Quad Camera, Pro 5MP Macro Camera, Pro 5020mAh battery & Pro Gaming with Qualcomm® Snapdragon™ 720G. The commercial is fast paced, almost breathless and is complimented with a very cool and catchy soundtrack.

The non-stop action driven narrative of the TVC is from the POV of the device that reflects what a true Mi Fan expects from his life and his Redmi device.

Adding to the above Joono Simon, Founder & Chief Creative Officer, Brave New World said, “The Redmi Note 9 Pro Max is a power packed device that believes it has the license to thrill. Creating a commercial that does justice to its superior camera and performance capabilities was always going to be a challenge. The task became even more arduous because of the pandemic and the global lockdown. Shooting a commercial of this kind in Ukraine with most of the crew stationed in location, the director in Tel Aviv, and the agency and client teams in Bangalore was pathbreaking in many ways a rewarding experience for the team with a lot of new learnings. The team at Xiaomi was all in for an out of the box bold approach as against the standard listing of features with very little life moments.”

Sraman Majumdar, Senior Creative Director, Brave New World, commented, “Under usual circumstances, everyone in the filmmaking process brings a certain energy to the table and it shows in the final product. The challenge was to create the same effect in a motivated, talented team spread across the globe. This was a special experience and we love what came out of it. A testament to solid teamwork, a supportive client and learning some clever new tricks for a traditional medium.

Credits:
Client: Xiaomi
Sandeep KS- Associate Director, Redmi India Marketing
Yashi Bisan- Senior Brand Executive, Redmi Marketing

Agency: Brave New World
Joono Simon, Chief Creative Officer, Brave New World
Sraman Majumdar- Senior Creative Director
Nivina Hameed- Creative Director
Joseph Thomas- Creative Supervisor
Manan Trivedi- Creative Producer

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