The Redmi A4 5G was about to be launched as India’s most affordable truly 5G smartphone. Priced under ₹10,000 and powered by the global debut of the Snapdragon 4s Gen 2 processor. With premium features packed into an entry-level device, the A4 5G was set to change what people expected from a budget smartphone.
A product built for Bharat - the students, first-jobbers, and small business owners in Tier 2 and 3 cities. People who heavily depend on their mobile phones, who are ambitious, value-conscious, and eager to move fast, to get ahead.
Xiaomi wanted a launch campaign that would connect with this audience, reflect their Bharat, and help drive early traction.
We took a narrative-driven approach - rooting the product in a story that felt familiar to Bharat. At the centre of the film are two characters many would recognise: a father running a quiet, old-school bakery that’s losing pace with the world, and his son Raghu - disconnected, disinterested, and glued to his phone. But one day as he endlessly scrolls, an idea sparks. Raghu begins to reimagine what the family business could become.
With the Redmi A4 5G in hand, he becomes a one-man brand team - shooting content, designing logos, creating reels, and giving the bakery a full makeover. He rebrands his father’s old Babu Raj Bakeryinto the sleek, new BRB Café - a space that feels young, fresh, and built for today. Soon, customers start flocking in, and the business begins to pick up again. Each key feature of the phone - its 50MP camera, smooth 120Hz display, and powerful Snapdragon 4s Gen 2 processor - is woven into the story as a tool that enabled the transformation of this small business.
Shot in Hindi and adapted to 8 regional languages, the film is fast-paced, relatable, and rooted in everyday ambition - designed to connect with the young minds of Bharat who are ready to take charge, if given the right tools.
At the heart of it is a clear message: with speed, vision, and the Redmi A4 5G - Ab India karega 5G.
And oh, we crafted the campaign with the same speed: going from brief to creative concepts, scripts, production, 3D animations, master films, language adapts and 136 versions for various platforms in 22 days flat.