Khali tests durability of Redmi phones in latest campaign, Marketing & Advertising News, ET BrandEquity

The Great Khali in a scene from the video

Redmi India has announced the launch of its new #DeshkeSmartphone campaign featuring former wrestler Dalip Singh Rana aka The Great Khali.

Celebrating the success of its Redmi 10 series, the new campaign features a series of three humorous videos about the new Redmi 10A and Redmi10 undergoing “The Khali” testing.

The videos highlight various trials and experiments that The Great Khali undertakes to test the durability and resistance of these smartphones. Conceptualized by DDB Mudra, the campaign videos were directed by Faraz Ali and produced by Epitome Production.

Muralikrishnan B, COO, Xiaomi India, said, “We are extremely excited about our partnership with The Great Khali which, like our Redmi products, has captured the hearts of many people across India with its record-breaking performance. . We hope that through this campaign, we will be able to connect with our consumers across the country and create a preference for the #DeshkeSmartphone i.e. Redmi 10 series.”

Khali said: “Both (Redmi 10A and Redmi 10) are powerful, durable yet affordable smartphones that provide consumers with a wonderful experience. I’m sure my fans and viewers will be thrilled and amused to see me test them in the #Deshkesmartphone campaign as they undergo ‘Khali tests’.

Watch the video here:

Conceptualized in partnership with Ogilvy, the film is an ode to young Indian women who yearn to break down societal barriers of inhibitions around self-expression and desires.


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