Xiaomi’s latest Diwali campaign turns shopping madness into storytelling

Xiaomi has launched its new Diwali campaign, 'Deals, Drama & Diwali', celebrating the humor, emotion, and chaos that define India’s biggest festival. Conceptualised by Wit & Chai, the campaign transforms the frenzy of festive shopping into high-energy storytelling, reflecting the madness and magic that accompany Diwali celebrations.

At the core of the campaign lies a relatable insight — when deals are big, emotions run high. Instead of following traditional festive advertising tropes, Xiaomi injects humor and unpredictability into its films. Each short begins with a simple situation that quickly spirals into hilarious mayhem, capturing how irresistible offers can turn ordinary moments into festive madness.

Saurabh Sankpal, chief creative head at Wit & Chai, said: “Crafting a compelling narrative amidst the sameness of festive offers is one thing, but making a brand stand out with execution that gets consumers scrolling and engaging is another. Diwali itself is a festival of contrasts: chaos and calm, humor and heart, frenzy and family. With this campaign, our aim was to capture that duality, the mayhem of big deals and the magic of big emotions. We wanted to create a narrative that not only entertains but truly celebrates the spirit of the season and converts it into buying behavior.”

Ritij Khurana, associate director, brand marketing, Xiaomi India, said: “Diwali is when chaos and joy coexist. Our films mirror that with stories that are witty, relatable, and heartwarming. They’re not just about announcing deals, they’re about celebrating homecoming, connection, and togetherness.”

Executed across OTT, social, and broadcast platforms, the campaign cuts through festive clutter by embracing chaos rather than avoiding it — a move that reinforces Xiaomi’s bold, human, and humourous approach to marketing this Diwali.