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Xiaomi catches up in the OOH race with Metro Pink Line Branding

08, September, 2022

Aarti Pahwa, New Delhi

Executed on Times OOH property, the brand leverages the longest line of Delhi metro, 38 stations covering 58.9 km to broadcast the new phone.

Introduction

The battle for the best smartphone under Rs 25,000 in India has got a lot more intense now with the launch of the Redmi K50i. With the launch of the Redmi K50i, the company has marked the resurgence of the K-series in India nearly three years after the 2019 Redmi K20 series.

To capture the attention of this commuter, the brand recently launched its high-octane OOH campaign with the Delhi Metro Pink Line - the Garland line of Delhi metro. Executed in collaboration with Times OOH, the media owning firm handling branding rights for this premium property, this high impact campaign leveraged the longest line of Delhi metro, 38 stations covering 58.9 km to broadcast the new phone. With the strategic route under its belt, Xiaomi primarily aims to gain the attention of people who are known to travel on this route regularly. The USP of this line is that it reaches to most of the metro audiences in the city as it has 7 intersections across its entire route.

Campaign Details

A month-long campaign has been launched on multiple media formats offered in Pink Line Metro including complete External Wrap, 72 Display Panels available inside the metro trains, and information display screens that disseminate important information to passengers, grabbing repetitive eyeballs of the passengers traveling in the metro train. The complete internal and external branding has been executed to provide the 360-degree experience of the new smartphone and its features to the metro passengers.

The DMRC Pink line was a stated choice for the brand as this line caters to the majority of the Youth audience traveling to South Campus, South Extension and Sarojini Nagar, Lajpat Nagar, South Extension and INA markets on a daily basis. Traveling from Majlis Park to Shiv Vihar stations, the DMRC Pink line metro train takes the brand visibility through 38 stations creating a long-standing presence for the brand catering to 2 lakh+ eyeballs daily. The Pink Line having maximum interchanges with almost all other major lines like Yellow, Blue, Green, Red, Orange and Violet add to the exposure of the brand.

In order to push the Live Extreme tagline, the creative has been designed in a similar manner giving out fast-paced racing, experiencing extreme turmoil and a high-tech feel to capture the minds of the metro passengers.

Key Quotes

"Metro is the perfect example of technology connecting people. At MediaTek, we believe great technology should be available and accessible for all by democratising technology to address changing consumer preferences and trends. Our chipsets and technology keep all your gadgets connected at home, work, and on the go. The biggest brands choose MediaTek to power everyday life. The latest Redmi K50i 5G, powered by MediaTek Dimensity 8100, reiterates our focus on delivering performance across the new range of premium smartphones. The chip elevates premium to new dimensions enabling excellent visuals, power efficiency, and a high-power gaming experience. With 5G almost around the corner, people are looking forward to enjoying the benefits of the 5G rollout in the coming days, and what better way to talk about the possibilities that the latest device will enable using this marketing campaign with the Delhi Metro - Pink Line", says Anuj Sidharth, Deputy Director, Marketing & Communications, MediaTek.

Anchal Dhawan, Business Head, Times OOH says, "We are happy to serve the clients that are new-age, passionate and coming up with new and latest technologies. This campaign fits like a hand in the glove as there is a great synergy between the latest technology of the smartphone i.e. fast and high-tech and DMRC metro which is again a great example of smart technology. Hence, we feel the brand has really leveraged the right media property in the right manner".

Past Experience of Times OOH

Times OOH has also executed campaigns for the below mentioned clients in the past:

Tags :  Times OOH Xiaomi Redmi K50i MediaTek Dimensity Delhi Metro Pink Line Anuj Sidharth Anchal Dhawan

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