Xiaomi Redmi Y1 dials OOH for big impact

With the selfie craze continuing unabated, smartphone makers are capitalising on the wave to reach more and more buyers. The new one in this race is Xiaomi which has recently launched Redmi Y1 which focuses on the selfie camera and to promote it, the brand took the OOH route. The communication objective behind Xiaomi’s campaign was to target the cultural curators, which include SEC A, B, C in the 18-24 age group, and promote the selfie-centric smartphone. 

OMI executed this campaign for Redmi Y1 across key metro markets. An assortment of large format and unconventional formats were employed for the campaign for a month across 13 key cities. 

Jam-packed high-traffic locations were identified to reach the target group wherein billboards were handpicked for innovative display. Apart from creating a big impact using large format billboards at key junctions and arterial roads, the campaign was also deployed on various other high reach media such as panoramic gantries, wall wraps, mall facades and bqs.

Speaking on the campaign's success, Naresh Bhandari, COO, OMI, said, “It's always a pleasure working with the Xiaomi team and, our team ensures nothing but the very best when it comes to planning the outdoors for them.”