India – Xiaomi India has launched its Redmi Note 15 Special Edition through a new campaign conceptualised and produced by Only Much Louder (OML), featuring celebrity chef Sanjeev Kapoor in a fictional, stern chef role.
The campaign film places the smartphone in a high-pressure kitchen environment, where Kapoor subjects the device to exaggerated stress tests as part of a comedic narrative designed to demonstrate key product features, including its ultra-slim design, 50 Master Pixel Camera, and durability.
Xiaomi India said the brief for the campaign was to differentiate the mobile phone in a competitive category by focusing on digital-first Gen Z audiences and emphasising product performance through culturally relevant storytelling rather than conventional feature-led advertising.
“The intent was to drive relatability and shareability by catching their attention mid-scroll,” said Tusharr Kumar, CEO of OML.
“It was truly incredible collaborating with Xiaomi India for their campaign. It’s a brand that fully encourages thinking outside the box and backs bold, innovative ideas. And this is exactly what we did with its latest offering,” added Tusharr.
Commenting on the campaign, Ritij Khurana, Associate Director, Marketing, Xiaomi India, said, “Instead of building another feature-led ad, we set out to create something people would actually engage with and remember. Audiences today are far more aware and selective. They are not looking for ads, they are looking for content that entertains.”
The campaign combines humour and product demonstration, positioning the launch as a content-led piece intended to align with consumption habits among younger audiences.
