Xiaomi Releases “NoStringsAttached” Campaign Featuring Employees To Announce Redmi Earbuds S

Xiaomi, India’s number one smartphone and smart TV brand, launched an innovative campaign #NoStringsAttached to announce its first audio product under Redmi - Redmi Earbuds S. The topical video is a refreshing rap keeping the audio category in mind, in this lockdown featuring Xiaomi employees in a very engaging and off-beat format. 

Xiaomi India conceptualized a week-long campaign to announce Redmi’s entry into the audio market with an innovative and off-beat launch idea. The campaign started with Xiaomi’s leadership dropping cues and creating surround sound around Redmi’s foray into the audio category on Twitter which further culminated with the rap video yesterday on Xiaomi’s social media channels. The preheat videos spoke about the challenges with wired earphones across different life scenarios such as working out, gaming on a laptop, eating food etc. The launch show brought together several Xiaomi employees who participated in the rap video showcasing all KSPs of the product in fun and engaging manners such as a water drop test for IP rating, table thumping for the high bass it offers and several others.

The video begins with a zoom call between Anuj Sharma (CMO, Xiaomi India) and Ankit Vengurlekar (Associate Director Of Communications, Xiaomi India). Anuj notices Ankit flaunting Redmi Earbuds S and is amazed by the look and voice quality enabling. Anuj enquires on the PR plan for Redmi Earbuds S and Ankit, along with his rap crew, unveil the new product. To viewers' surprise, the end frame of the video discloses details of the rappers being Xiaomi employees from the Redmi team showcasing features of Redmi Earbuds S and its availability from 27^th May on Amazon, Flipkart, Mi.com, Mi Home and Mi Studio.

The launch film was conceptualized by Redmi Marketing team along with Momo Media, starring the team behind the product in a video call. 

Encouraging Redmi users to embrace their freedom in a #NoStringsAttached way, the campaign builds on the comfort of wireless earbuds, sleek and stylish design, 12 hours of playback with charging case, IPX4 sweat & splash proof, voice assistance, multi-functional button, low latency gaming mode and affordable price of Rs. 1,799. It is available from 27^th May 12 Noon (today) on Amazon, Flipkart, Mi.com, Mi Home and Mi Studio. 

Bengaluru, INDIA, 27 May 2020