Xiaomi Global turns eight, releases integrated marketing campaign

The Chinese brand has come up with a print ad to kickstart its 'Mi Fan Festival'.

Print ad released by Xiaomi India

Xiaomi has turned eight today globally and the brand has decided to celebrate its anniversary with an online sale which is titled, 'Mi Fan Festival'. The same is a two-day event which started yesterday.

The brand which has just recently stepped in mainstream advertising released a front page print ad in The Times of India. Interestingly, The ad was a small puzzle where people had to draw the route to solve a maze. The activity was followed by people uploading pictures on Twitter and Instagram with the hashtag #MiFanFestival.

Karan Shroff, brand marketing lead, Xiaomi India, says, "This year we wanted to explore promoting Mi Fan Festival in traditional media as well but the key challenge was to bring the conversation online and try and get them converted into visits to mi.com as well."

The brand was able to garner high social media traction.