Mi India showcases Redmi Note 9 Pro Max as hero of the TVC

With the launch of the Redmi Note 9 Pro Max in March 2020, Mi India aims to re-invent 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 conceptualised 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 and Pro Gaming with Qualcomm® Snapdragon™ 720G. The commercial is fast-paced, almost breathless and is complemented with a very cool and catchy soundtrack.

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

Joono Simon, Chief Creative Officer, Brave New World, said, “The Redmi Note 9 Pro Max is a power-packed device that believes it has the licence 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 path-breaking in many ways and 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.”

Redmi “Note” series has a mass following with over 185 million phones* sold globally to date. The previous generation Redmi Note 8 has been the #1 selling Android phone globally in Q1 – 2020*.

Credits:

Client: Xiaomi

Associate Director, Redmi India Marketing: Sandeep KS

Senior Brand Executive, Redmi Marketing: Yashi Bisan

Agency: Brave New World

Chief Creative Officer, Brave New World: Joono Simon

Creative Director: Nivina Hameed

Creative Supervisor: Joseph Thomas

Creative Producer: Manan Trivedi

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