MAM
Preethi Mariappan’s five ways of social transformation
GOA: While the marketing world at large is talking about how it is necessary for brands to be on social, Razorfish- Germany executive director Preethi Mariappan thinks it is time for brands to transform. In the ninth edition of GoaFest an interesting point of view that was discussed across various sessions was the need to blend creativity with social communications.
According to Mariappan, it is essential for brands to sit down and understand what type of ideas can go places in the digital space. She believes that 2014 is the age of social relevance. Elaborating more on this, Mariappan listed out five things Razorfirsh keeps in mind while rolling out a social media campaign.
Take a look…
Get content right
If brands want to get noticed on social the first thing that it needs to work on is, play with content. On social, narrative style of content works best. Brands just don’t need to create content that is sharable, what it needs to focus more is on the relevance of it. Apart from this, brands need to develop content that is relevant for multiple channels.
Involve influencers aggressively
Mariappan believes that today, all life experiences are amplified. Social has gone ahead to become a part of everyone’s life. Brands need to work realistically and take into consideration these aspects carefully. Identifying the right associates on social can bring on some great results. Influencers on social media can help brands get impressive results.
Recongise ‘Fandom’
“Behind every like, there is a real fan with a brand story to share,” said Mariappan. Fandom actually makes a brand a hero on social. If a brand really wants to make that difference in its communication what it needs to work on is appreciating the fans it has. It is all about weaving good connections.
Give consumers memorable experiences
Mariappan thinks it is time for brands to give consumers memorable experiences when on social. At the end of every communication consumers should have something to takeaway. If brands want to generate talks it has to give consumers an experience worth remembering. Social transformation can trigger with this never before seen experiences.
Bet high on social data
It is high time to take the power of social data seriously. If numbers generated by social media platforms are taken into consideration much before the campaign the results could be astonishing. When the right idea hits on social platform the results generated thereby is remarkable.
Social transformation cannot generate visibility but soon it looks like leads can be created by brands. All just a click away!
MAM
Xiaomi India launches Redmi Note 15 Special Edition campaign
OML film puts phone through chaos to showcase durability and camera
MUMBAI: If phones could sweat, this one would still keep its cool. In a market flooded with spec sheets and sameness, Xiaomi India has decided to turn up the heat quite literally. The brand’s latest campaign for the Redmi Note 15 Special Edition swaps predictable product demos for a full-blown kitchen meltdown, with celebrity chef Sanjeev Kapoor trading calm composure for controlled chaos.
Conceptualised and produced by OML, the campaign takes a sharply unconventional route. Instead of listing features, it throws the smartphone into a high-pressure dinner service, where Kapoor subjects it to a series of exaggerated, almost absurd stress tests chopping chillies on it, splashing water across its screen, and pushing it through a tense culinary gauntlet.
The message lands without spelling itself out. While the kitchen brigade falters under pressure, the phone does not. By the time a junior chef declares it “cooked”, the device emerges unscathed quietly reinforcing its durability, ultra-slim design, and 50 Master Pixel camera.
The approach reflects a broader shift in how brands are speaking to digital-first audiences. With Gen Z increasingly immune to traditional advertising formats, the campaign leans into storytelling, humour, and cultural familiarity to hold attention mid-scroll. The casting itself does part of the heavy lifting Kapoor, known for his composed persona, appears in an unexpectedly stern avatar, adding an element of surprise that fuels shareability.
For Xiaomi India, the idea was to move away from feature-led communication towards something more experiential. By embedding the product in chaotic, real-world scenarios, the campaign attempts to make performance feel demonstrated rather than declared.
The result is less of an advertisement and more of a content piece, one that understands the algorithm as much as the audience. Because in today’s attention economy, surviving the scroll might just be tougher than surviving a kitchen rush.
