Xiaomi India’s Diwali campaign has everyone talking — and laughing — with its clever twist on a long-running pronunciation debate. Titled “Ziyomi or Shiyomi?”, the film reunites iconic Roadies figures Raghu Ram, Rajiv Lakshman, and the unforgettable contestant Devarshi, recreating the intense energy and drama that defined early 2010s reality TV.
The ad opens like a classic MTV Roadies episode — booming music, heated exchanges, and a nervous contestant being grilled over a seemingly simple question:
“Diwali ke sabse acche deals kahaan milenge?”
What follows is pure comedic gold — a passionate argument over whether the brand’s name is pronounced Ziyomi or Shiyomi.
Xiaomi: From Debate to Diwali Deals
Just when tensions reach their peak, Devarshi steps in to drop the mic: “Chahe aap isse Shiyomi, Zaohmi, ya Shaomi bulao, hai toh Xiaomi sabka most trusted brand for latest tech. Aur iss Diwali, woh de rahe sabse biggest deals!”
The punchline perfectly blends humour and brand messaging, positioning Xiaomi as a household name no matter how people pronounce it.
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A Throwback to the 2010s
The film thrives on nostalgia, using dramatic zoom-ins, loud background scores, and over-the-top reactions that pay homage to the golden era of Indian TV drama. For longtime Roadies fans, the ad is a treat — equal parts parody and tribute.
It also doubles as a celebration of how far the brand has come. From an “unpronounceable” name to a household favourite, Xiaomi has cemented itself as one of India’s most loved tech brands.
Behind the Idea
Ritij Khurana, Head of Brand at Xiaomi India, shared, “For years, we’ve heard people pronounce Xiaomi in their own way, and we’ve loved every version of it. The idea was to turn this long-standing curiosity into a fun celebration of brand love.”
This campaign cleverly mirrors Zomato’s ZoMaito vs ZoMaato debate featuring Ranveer Singh and Chris Gayle — another cultural moment that turned everyday confusion into brand engagement.
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Why the Campaign Works
- Relatable Humour: Everyone has struggled with brand pronunciations — from Nike to Audi — making the theme instantly relatable.
- Nostalgia Marketing: Bringing back Raghu and Rajiv evokes strong emotional recall for millennials who grew up on Roadies.
- Cultural Relevance: By connecting language diversity with brand love, Xiaomi celebrates India’s linguistic richness.
- Festive Timing: Tying the message to Diwali ensures maximum reach and emotional connection.
Conclusion: More Than Just a Name
Xiaomi’s “Ziyomi vs Shiyomi” campaign is not just about how to pronounce the brand’s name — it’s about embracing India’s diversity, humour, and nostalgia. In the end, whether you say Ziyomi, Shiyomi, or Shaomi, everyone knows you’re talking about the same trusted tech brand bringing the best Diwali deals.
