MAM
Qoruz and autumnGrey’s guide to planning the perfect Holi campaign
MUMBAI: Qoruz and autumnGrey have launched an interesting ‘Key Insights to Influence Audience this Holi’ report based on their last year’s observations of the festival, created by analysing engagement on various platforms, trending topics, wishes that dominated all platforms, form of content that worked best, brands that could create an impact, etc. Some key takeaways mentioned in the report can help brands in planning their campaign for Holi this year and choose an engagement platform that could garner desired outcomes.
As per the report, Instagram created the highest average engagements last Holi, followed by Facebook and YouTube. Twitter led the number of posts made around the festival. The frequency of posting was dominated by fashion/beauty segment, the maximum engagement of more than 80 per cent was received by the travel sector. Interestingly, tier 2 and 3 cities witnessed 65 per cent of the social media activity more than 35 per cent of tier 1 cities. The most popular conversation topic was love, followed by friends and family, kindness and pets and movies and music.
Facebook took the lion’s share in terms of brand posting as well as engagement (likes, comments, and shares), making it an obvious platform to target audience, closely followed by Instagram.
Other key highlights revealed that 40,000+ content pieces were created by Indian influencers covering topics around Holi and 78.4 million engagements were recorded on online posts, received as comments. shares, and reactions. 9,978 influencers posted social content like images, videos, and GIFs across top platforms. 21,222 #HappyHoli wishes were shared by influencers with followers on social media.
Speaking on the insights, Qoruz CEO Praanesh Bhuvaneswar said, “Numbers are an intrinsic part of every brand campaign and nobody understands that better than an analytics-powered company like Qoruz. With this report, we bring our raw historical numbers to life and pave the way for real impact!”
The report suggests marketers be a front-runner while creating campaigns and not worry about the formats. “Design a thoughtful campaign that makes it personal for the audience and creates an emotional response. Humanity is what people crave for. Kindness to animals, plants, and humans, and the voice of love is what impacts,” suggests the report.
The report also mentions some brand campaigns that worked last year, insights on some sectors, categories like Travel, Fashion/ Beauty, Food, Gifting, etc that saw success and hashtags that gained the highest engagement in each sector. Here is a link to download the report.
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.
