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India’s Fastest Growing Handset Brand Xiaomi Signs Landmark Bollywood Endorsement Deal
Despite a low profile in marketing spends, Xiaomi’s market share in India’s handset industry has grown almost fourfold from a mere to 6% in Q317 to 22% in Q417, according to market intelligence firm Counterpoint Research.
Handset brands have invested US$15.314m for celebrity (non-sport) endorsement deals in India’s sponsorship market since Q115…However, the outlook for the category has been mixed with its biggest spender Micromax (46.1%) dropping two major deals with Hugh Jackman (US$3.31m) and Ashkay Kumar (US$940k) in Q316.
Meanwhile, Oppo Mobile (32.9% market share) has seen its average quarterly investment in celeb (non-sport) endorsements almost double from US$473.4k to US$816k this year, as it struck deals with Bollywood A-Listers Deepika Padukone and Ranveer Singh.
Lot Mobiles (9.1%, 3rd largest share) and Gionee (3.6%, 4th largest share) have been consistent with their Celebrity (non-sport) spends, nurturing long-term deals with Tollywood star Allu Arjun and Bollywood starlet Alia Bhatt respectively.
With fellow Chinese rivals Oppo and Vivo locked in major Indian cricket deals, we are likely to see Xiaomi focus on celebrity (non-sport) and influencer endorsements as well as the branded content landscape to reach Indian consumers.
