Mumbai: Xiaomi announced the launch of its new campaign "# ScreenSahiTohSceneSahi" on Monday, highlighting the significance and impact of the Super Amoled display on the Redmi Note 11 series in a unique way.

The campaign film has been created in collaboration with DDB Mudra with creatives by Sooraj R. Pillai and Aditi Rao Saxena.

The campaign film, released across social media platforms, has been conceptualised by the ace director Anurag Kashyap and features renowned Bollywood actress Vaani Kapoor. The campaign video showcases the immersive viewing experience delivered by the Redmi Note 11 Series Super Amoled display.

Amidst today’s enhanced digital penetration and mobile-first economy, consumers demand an immersive viewing experience like never before. Therefore, Xiaomi India collaborated with storytelling maestro Anurag Kashyap for this video that highlights the fact that great content needs a Super Amoled viewing experience.

With a two-pronged approach, the creative campaign builds on the message that for the stunning visuals that consumers consume on their smartphones, they deserve a premium viewing experience that can only be enjoyed on a Super Amoled screen because "#ScreenSahiTohSceneSahi." Secondly, with this creative screenplay, Xiaomi India intends to let all content producers and creators know that ‘we got you' by providing consumers with device offerings consisting of technologically innovative Super Amoled displays.

Speaking about the campaign, a Xiaomi India spokesperson said, "Display technology has taken centre stage for smartphone users and continues to be one of the primary parameters in their purchase decisions. As India's No. 1 smartphone and Smart TV brand, we take pride in the fact that we understand the user's requirements. With the "#ScreenSahiTohSceneSahi" campaign, we want to educate our consumers on the benefits of superior display technology i.e. Super Amoled display featured in the Redmi Note 11 series. We are excited to partner with master storyteller Anurag Kashyap and Bollywood actress Vaani Kapoor to narrate this with their new-age style of storytelling. We are optimistic that through this campaign we will be able to build a preference for a superior viewing experience with the Redmi Note 11 series."

Commenting on this campaign, DDB Mudra senior creative director Sooraj R Pillai said, "Content makers put their heart and soul into their craft. But the way content is consumed today has drastically changed. And that’s where we found an opportunity. The idea was to just call out a simple fact. That is, when someone watches any content on a bad screen, they are not just doing a disservice to their own viewing experience. It’s also a disservice to those who made them."