Virender Sehwag and Mithali Raj were in the forefront as Xiaomi made the largest grain mosaic world record to celebrate the 50 lakh Redmi Note 4 sales milestone. The Chinese smartphone brand commemorated the occasion by creating 6,000 square feet grain mosaic at the Thyagraj Stadium in the Capital.
Sehwag and Mithali with her Indian women’s team members walk on to the scene as a team of 8 artists, led by art director Taj Naqvi, artistically spread 40,000 kilograms of grain over 6,000 square feet to create a record. The grain and pulses used to create the mosaic have a special significance for the brand. The word Xiaomi in English means millet, a grain of rice.
The creativity and campaign is also driven by a philanthropic cause. The grains used to create the mosaic will be donated to feed 5 lakh underprivileged people on the Independence Day.
The cricketers feature prominently in the promotional video #noMiwithoutyou | 5 mn celebration of Redmi Note 4.
These grains are donated to the NGO Robin Hood Army, which will feed one million people across India and Pakistan during this Independence Day. Xiaomi’s creative initiative makes a significant contribution to the cause.
Over 500 people supported the creative team in laying the grain artistically. Utter caution is applied to maintain hygiene so that the material remain edible and safe to consume.
The campaign was conceptualized by Karan Shroff, Lead – Creative Strategy, Xiaomi India and executed by Humour Me.