Crowdfunded Mi products range from screwdrivers to running shoes. Why does the tech brand create these crowdfunded products?

A recent ad for Xiaomi’s running shoes made us take a closer look at the mechanisms of product extension and brand diversification.

The move is a global one and it is unclear when Indian products will also start bearing the new names.

The digital ad film takes the viewers through a host of scenarios, from aspiring models to newbie photographers.

Kapany was head of marketing at Paytm in his last stint.

The extensions from Xiaomi and Vivo are associating ‘gaming’ in product features and storytelling while finding a place in the smartphone market.

The pandemic has breathed new life into this struggling consumer durables segment.

Garmin has been promoting the benefits of monitoring health indicators and has recently appointed Mandira Bedi as brand ambasador.

Despite claiming that it is a corporate redesign, the old logo looks quite similar to the new one.

Moving to ‘essentials’ accessory list, brands like Xiaomi, Apple, OnePlus and boAt shipped TWS devices worth over Rs 2,400 crore in 2020.