For their massive Diwali sale campaign, Xiaomi required a logo that matched its existing brand language while expressing the grandeur, pomp, and splendor of Diwali at the same time.

The challenge here was effectively bringing together Xiaomi’s elegant and modern branding with Diwali's loud and vibrant spirit. Using minimalist vector-based illustrations and a select few warm colours from Xiaomi’s secondary colour palette, we crafted a brand guideline for the campaign: a perfect balance between festive and elegant.

The guideline was then used to create a wide range of offline and online collaterals. The campaign's success was marked by the impressive boost in the number of phones sold across India, which crossed 4 million in less than a month.