MAM
Xiaomi hires Avow as its agency partner
Mumbai: A leading mobile original equipment manufacturer (OEM) Xiaomi has onboarded Avow, the specialist in mobile OEM user acquisition, as its official core agency for the entire regions of Europe, the Middle East and Africa, South-East Asia, and Latam.
Through this representation, Avow will undertake all media sales activities for Xiaomi’s ad platform (Mi Ads) in the awarded regions and will interact as the main point of contact to manage a 360-degree execution of mobile ad campaigns on the platform—including media inventory buying, campaign set up, result measurement, and campaign optimisation. Brands and agencies looking to leverage the Mi Ads platform will now gain access to exclusive ad formats and reach untapped users from Xiaomi’s diverse user base via Avow’s international teams, who will offer managed campaigns as well as brand awareness activities.
In India, this partnership will be crucial for mobile marketers, app developers, and brands looking to use OEM advertisement placement to reach previously untapped user audiences and make inroads into Xiaomi’s massive user base. In the past, Avow has engaged with leading brands in India like Amazon Prime, Unacademy, UpGrad, Byju’s, MoneyTap, Avail, and WazirX.
Headquartered in Berlin, Germany with one of its regional offices in Bengaluru, India, Avow was twice ranked and recognised in the top 10 in AppsFlyer’s Performance Index XII and XIII, including a dedicated growth section: India, South-East Asia, and India, non-gaming finance.
Mi Ads covers 200+ countries and regions, is supported in 70 languages, and offers reach to 280 million+ quality active users across the world. The platform provides a multi-faceted advertising portal through proprietary apps like Mi Browser, Mi Music, Mi Themes, Mi Video, AppVault, and its official alternative app store, GetApps. Through multiple targeting options, Xiaomi allows marketers to accurately locate target audiences and convert their users into the brand’s customers.
Xiaomi’s media sales expansion strategy is to outsource these activities by selecting strong core partners to represent them in specific regions. This partnership comes at a crucial time, as marketers looking to promote apps are bound to rely upon third-party advertising sources with very little or no guarantee of fraud detection, booming costs, and user engagement. Xiaomi’s OEM advertising placements allow app marketers to achieve incremental user growth from customers who are brand loyal to Xiaomi in these local markets.
“We are stoked to enter this new chapter in our cooperation with Xiaomi. Our long-term partnership is based on trust and shared goals for contributing to the mobile advertising industry. This new challenge will strengthen our alliance, and allow us to offer unique opportunities for mobile marketers to access some of Xiaomi’s most extensive markets in Europe, the Middle East and Africa, South-East Asia, and Latam,” said Avow CEO & co-founder Ashwin Shekhar.
Avow’s reach and ability to deliver growth results for clients have allowed it to expand its global footprint, opening offices in India, Indonesia, China, Vietnam, Brazil, Philippines, and Russia to cater to its large client base in those local markets.
MAM
Britannia 50-50 settles crunch vs melt debate with new TVC launch
Pant and Rodrigues front campaign reviving ‘Na Re Naa Naa’ jingle
MUMBAI:For three decades, 50-50 has played on the idea of duality, pairing two flavours in one cracker. With Cheeze Dipped, the brand shifts the spotlight from flavour to texture. Built with 22 baked layers for a structured crunch and enrobed in cheese for a smooth finish, the product aims to deliver a 50 percent crunchy and 50 percent melty experience.
To bring the contrast alive, the brand has rolled out a new TVC featuring cricketers Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas Group, the film turns the Crunch versus Melt debate into playful banter, with Pant and Rodrigues embodying two distinct snack personalities. The back-and-forth builds to a simple resolution, both experiences can coexist in one bite.
Adding a dose of nostalgia, the iconic “Na Re Naa Naa” jingle returns in a refreshed avatar, reconnecting the brand with a new generation while nodding to its cricket-led legacy.
Britannia vice president marketing Siddharth Gupta said the brand has always celebrated contrast, from its early “Na Re Naa Naa” days to its cricket associations. With Cheeze Dipped, he noted, the idea moves beyond flavour and comes alive through texture. Bringing together male and female cricketing icons under 50-50 felt like a natural extension of that thought.
Rodrigues said the campaign’s central idea resonated instantly, adding that the lively exchange with Pant captures the crunchy versus melty debate in an entertaining way. Pant echoed the sentiment, calling the concept relatable and saying the playful banter made the shoot enjoyable.
Mullen Lowe Lintas Group president creative Sarvesh Raikar, described 50-50 as one of India’s most loved biscuits and said the new variant required a fresh expression of duality. The contrasting energies of Pant and Rodrigues, he added, offered the perfect metaphor for crunch and melt.
The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and on quick commerce platforms, inviting snackers to stop choosing sides and simply take a bite.
