Xiaomi India has appointed Lowe Lintas Bangalore to handle the creative mandate for the brand. The agency won the account on the back of informal evaluations of multiple agencies done by Xiaomi to identify its communications partner.
Xiaomi, which is based on the vision of ‘innovation for everyone’ entered India in 2014 and in just 3 years of its launch in the country, it became the fastest brand to cross the 25 million mark (sales).
India is one of the company’s largest market outside China and the fastest growing among international markets. As per International Data Corporation’s (IDC) Quarterly Smartphone Tracker for Q3-2017, Xiaomi has 23.5 per cent of the Indian smartphone market at par with Samsung as the top smartphone brand in the country. The Redmi Note 4, has propelled Xiaomi to become India’s top smartphone vendor and has contributed to more than 40 percent of the brand’s total sales.
The online-only brand started building its offline business aggressively in 2017 through direct distribution and its own stores Mi Homes, Mi preferred partners and partnership with large retail chains. With presence in over 30 countries and regions, Xiaomi is expanding its footprint across the world to become a global brand.
Speaking on this new business win, Raj Gupta, CEO, Lowe Lintas, commented, "It is a proud privilege for us at Lowe Lintas to be chosen by Xiaomi, a brand that has such a huge fan following. We will strive to reinforce this love and get more consumers to fall in love with Xiaomi.”
Hari Krishnan, President, Lowe Lintas – South, further added, “Xiaomi is a part of our case study to prospective partners as a perfect example of a challenger brand. A brand that has become the leader by not just talking innovation, but by living it. We are, like millions around the world, fans of Xiaomi. And it is truly a pleasure and privilege when you get to chart the course of a brand that you really look up to. This win, is special.”
Xiaomi spokesperson said, “Xiaomi is the No. 1 smartphone brand in India. And what has helped us reach there is the constant innovation that is at the core of the brand. In just under three years, Xiaomi has won immense love and innumerable fans in this country. We now aim to establish our vision of ‘Innovation for everyone’ firmly and bring relevance through our products to every Indian. In Lowe Lintas, with its irrefutable experience and expertise in building lasting brands, we have found a perfect partner for the task at hand.”