Redmi India has launched a four-part campaign for the Redmi 17 Pro and Redmi 17 Pro Max, featuring actor and television host Anup Soni alongside creators Anuj, Haardik, Govind and Ruhee. Titled ‘Crimes Against Phones’, the campaign was created with creator-led agency Idiotic Media and draws on Soni’s association with the crime genre to frame everyday smartphone habits as fictional offences.
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The four films cover accidental drops and rough handling, extended usage and binge-watching, heavy multitasking and gaming, and frequent social media shooting. Each links the behaviour to a product strength: durability, battery and charging, performance, and camera capabilities. The campaign also reworks Soni’s familiar Crime Patrol warning into “Na Savdhaan raahein, na alert rahein”, suggesting users need not be overly cautious with their phones.
Ritij Khurana, Associate Director, Marketing, Xiaomi India, said, “Effective brand communication today is about finding the intersection of cultural relevance, consumer behaviour and product truth.” He added that humour was used to make product capabilities more relatable and memorable, moving beyond conventional feature-led communication.
Sankalp Samant, Co-founder and Chief Growth, Idiotic Media, said Soni’s voice already signals that something has gone wrong for an entire generation of Indians. Instead of warning people, the campaign encourages them to do their worst to the phone. Pairing him with creators who speak Gen Z’s language, he noted, lets a feature story travel like entertainment rather than an ad.
