Xiaomi Recreates MTV Roadies-Style Drama to Settle the ‘Ziyomi or Shiyomi’ Debate

Xiaomi India has gone full nostalgic this Diwali with a campaign that no one saw coming — a Roadies-style ad that brings back Raghu Ram, Rajiv Lakshman, and the unforgettable contestant Devarshi in their classic dramatic avatars. The film revives the chaotic energy of MTV’s golden era while addressing a debate that has divided India for years: how do you actually pronounce Xiaomi?

A nostalgic throwback with a modern twist

The ad opens just like an old Roadies audition intense music, fast zoom-ins, and Raghu and Rajiv grilling a nervous contestant with the question, “Diwali ke sabse acche deals kahaan milenge?” What follows is pure entertainment as the heated argument unfolds between the “Ziyomi” and “Shiyomi” pronunciation camps.

The chaos peaks when Devarshi walks in, delivering the perfect punchline: “Chahe aap isse Shiyomi, Zaohmi, ya Shaomi bulao, hai toh Xiaomi sabka most trusted brand for latest tech. Aur iss Diwali, woh de rahe sabse biggest deals!” The dialogue instantly flips the tension into laughter, turning a long-running confusion into a moment of brand love.

A campaign that celebrates brand identity

According to Ritij Khurana, Head of Brand at Xiaomi India, the goal of the campaign was to embrace the many ways people connect with the brand. “For years, we’ve heard people pronounce Xiaomi in their own way, and we’ve loved every version of it. The idea was to turn that curiosity into a celebration of brand affection,” he said.

The film’s tone captures mid-2010s nostalgia with dramatic soap-style background music, over-the-top reactions, and perfectly timed camera zooms. It’s not just about the pronunciation; it’s a reminder that no matter how you say it, Xiaomi remains one of India’s most loved tech brands.

A clever callback to past pop-culture hits

The campaign’s creative tone also nods to Zomato’s viral “ZoMaito vs ZoMaato” ad featuring Ranveer Singh and Chris Gayle, which divided the internet into pronunciation teams. Xiaomi cleverly repurposes that viral concept but infuses it with local pop-culture nostalgia and humor that connects with Indian audiences on a personal level.

By blending the spirit of Roadies with the Diwali shopping buzz, the ad creates a perfect mix of fun and familiarity, the kind of cultural storytelling that feels uniquely Indian and instantly shareable.

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