Xiaomi India dials up the launch of Redmi Note 12 Pro+ with Disney+ Hotstar
The smartphone market in India is saturated and highly competitive. Brands are constantly upgrading their products and technology — and the marketing efforts to make them accessible to the target consumers. Xiaomi India has been acing it, staying ahead of the curve with product launches like the new Redmi Note 12 Pro+. The brand leveraged Disney+ Hotstar to ensure that the brilliance of the phone reached young, premium, affluent audiences at scale.
Execution & Strategy
Xiaomi India wanted to build awareness and consideration for Redmi Note 12 Pro+ while showcasing its features in all their glory. These included a 200 MP camera and 120W HyperCharge.
The strategy was to generate buzz around these features, helping the phone stand out and gain space in the minds of the target audience — 18 to 34-year-old males and females who were either working professionals or students. Disney+ Hotstar was thus the perfect fit for Xiaomi India’s plans for the new launch.
To maximise visibility for Redmi Note 12 Pro+, Disney+ Hotstar identified top-viewed GEC shows amongst their core audiences and targeted them with the brand’s 20-second video creatives as mid-rolls during ad breaks.
Disney+ Hotstar also enabled Xiaomi India to tap into the segment of viewers with devices priced around Rs 20,000. This precise targeting capability helped Xiaomi India reach its desired audience for maximum impact.