The document proposes a social media campaign for Xiaomi to make the brand appear more local and Indian. It suggests letting users create and share customized "Mi Avatars" on social platforms. The best customized avatars would be invited to Xiaomi's next phone launch. Users could also share avatar memes, videos, and reviews on sites like Facebook, Instagram, YouTube and blogs to build hype and show Xiaomi is an Indian brand. The goal is to address concerns about Chinese brands and present Xiaomi as serving India by manufacturing locally.

1. Social Media Campaign
XIAOMI
Authors:
Yunus Joshi (15MBA14265)
Sougata Pan (15MBA14184)
Priyatama Vidushi (15MBA14143)
Ujjwal Satya (15MBA14261)
Ankur Ghosh (15MBA14221)

2. The Problem
People are concerned about their nation, and
hence being ethnocentric. Also the recent
tension between India and China has
prompted a viral WhatsApp and Social Media
movement of boycotting Chinese goods.
So XIAOMI has to come across the people as
an Indian Brand, which manufactures their
product in India and Enriches Indian lives.

3. The IdeaMake people feel XIAOMI as a brand serving for India, and get
closer to them

4. India’s Mi Avatar

5. Social Media Sites
Customer Engagement

6. Social Media Sites
Let users create, upload and
rename their own Mi Avatar and
indianize them.
Make people feel Mi as a local
brand.

7. Mi Avatar on Social Media
Create Upload Share

10. The Process
Customer Engagement

11. Facebook App to
Customize the Mi Avatar
Let users create, upload and
rename their own Mi Avatar and
indianize them.
Make people feel Mi as a local
brand.

12. India’s Mi Avatar

13. India’s Mi Avatar

15. Mi Avatar
+ Users will create their MI Avatar and share it
across social media
+ All regional and localization option available
+ Create custome meme’s, jokes, traditional
indian wisdom, indian proverbs, etc
+ Best posts are selected and get an invitation to
the next Mi phone launch

16. Media Sharing Sites
Customer Engagement

17. Instagram, Youtube,
Pintrest
Creative users can also post and
share custom Mi mascots into
indian version and create
something humorous, emotional,
and educative.

19. Youtube
Users can create animated
videos of Mi taking some
social issues to educate
people and create
awareness
Media Sharing Sites
Instagram & Snapchat
Indianized Mi mascot will be
placed along public spaces
so people can click pictures
and post in their instagram
and snapchat.

20. Review and Rating Site
Customer Feedback

21. Review and Rating Site
+ Use Facebook and other social media as a tool
to review indianized mascots, and get people’s
view
+ Get Indianized Mi Mascot to review on some
review site with some humorous and light-
hearted review

23. Social Networking Site
Building Hype

24. Social Networking Site
+ People will share their created contents, and customized
avatar on social networking sites
+ People will share their creatives to get a chance to get invited
to the next Mi phone launch
+ People will share humorous content and memes
+ People will share educational and awareness videos

25. Blogs
Facts and Opinion

26. Blogs
+ Generate questions to which people will look for answers so
that they feel its fully Made in India
+ Eg. Where does the Redmi Note 3 gets the steel and alumunium
to make those phones?

27. Thanks!
Any questions?
You can find me at:
+ ImInvisible@MrIndia.mi