brand campaign
Xiaomi 14 Ultra — Photography Master Campaign India
- Location
- Mumbai, Rajasthan, Kerala
- Dates
- April 1, 2024 – August 31, 2024
Xiaomi India's flagship campaign for the Xiaomi 14 Ultra — the world's most advanced mobile photography device featuring a Leica-engineered quad-camera system with a 1-inch Sony LYT-900 sensor. The campaign commissioned 20 professional photographers from across India — wildlife photographers, portrait artists, street photographers, and architectural photographers — to demonstrate the 14 Ultra's capabilities through their specific genre and personal style. Each photographer shot a themed gallery of 30 images over 5 days in their chosen location: a wildlife photographer in Tadoba Tiger Reserve, a street photographer in the bazaars of Jodhpur, a portrait photographer across the fishing communities of Kerala. The galleries were exhibited at a dedicated "Photography Masters" pop-up at Palladium Mumbai for three weeks, receiving 18,000 visitors, and published as a 180-page digital photobook. The campaign drove the Xiaomi 14 Ultra to become the highest-rated camera smartphone in India on Smartprix and 91Mobiles.
