CE DESK 
Xiaomi India’s 2025 Diwali campaign uses MTV Roadies-style nostalgia featuring Raghu Ram, Rajiv Lakshman, and Devarshi to humorously resolve the “Ziyomi” vs “Shiyomi” pronunciation debate and promote festive tech deals.
Xiaomi India has combined innovative storytelling and humor with the nostalgia of the early 2010s MTV Roadies drama to settle the Xiaomi “Ziyomi” versus “Shiyomi” debate in the newest Diwali Campaign. The ad features Roadies hosts Raghu Ram, Rajiv Lakshman, and former contestant Devarshi, who, with the classic Diwali drama, is intensely “grilled” about the best Diwali deals. Just about makes the debate escalate into a funny argument on the pronunciation of Xiaomi. The focus is on the nostalgia of the program with drama zooms and over-the-top animated stylings and score.
Xiaomi Diwali Campaign humor and nostalgia geared toward millennials strengthened trust in Xiaomi as a leader in innovation, accessibility and increased and openness to using technology. Offered on all of Xiaomi India’s social channels, the Campaign integrates advanced deals with delightfully entertaining, culturally rich content to enhance audience-building connections, trust with innovation to Xiaomi and accessibility to technology.
Ritij Khurana, Head of Brand, Xiaomi India, said, “For years, we’ve heard people pronounce Xiaomi in their own way, and we’ve loved every version of it. The idea behind this campaign was to turn a long-standing curiosity about how to say ‘Xiaomi’ into a celebration of brand love.
For us, no matter how you pronounce it, Xiaomi stands for innovation, trust, and accessibility for everyone. This campaign is our way of saying that however you say it, we’ll always be your Xiaomi, the brand that India trusts for great technology at honest prices. At its heart, this idea celebrates the bond we share with over 100 million users who have made us part of their everyday lives.”
Such storytelling during the festive season seamlessly strung together Ram’s love for the brand and Xiaomi’s understanding of the audience with festive cheer.
