'Video Call a Friend'? Kaun Banega Crorepati dials Xiaomi India

Hyderabad: Xiaomi India, the country’s most trusted Smartphone X AIoT brand has joined hands with one of India's most iconic television shows - Kaun Banega Crorepati, which airs on Sony Entertainment Television. Bringing in technology integration that enhances the show's technology quotient, this collaboration will introduce a new way for contestants to seek the "Video Call a Friend" lifeline.

In the newest season of Kaun Banega Crorepati, the 'Video Call a Friend' lifeline will be powered by Xiaomi's 5G devices including the latest Redmi 12 5G. This lifeline enables contestants to connect with their friends through video calls, helping them make an informed decision during the game.

Commenting on the partnership, Anuj Sharma, Chief Marketing Officer, Xiaomi India stated, "Kaun Banega Crorepati has been an integral part of Indian households for years. Like the show, Xiaomi India has been touching millions of hearts in its nine years of journey in India. Both are rooted in authenticity and dedicated to connecting with the masses. Through this collaboration, we are delighted to introduce a fresh dimension to the 'Video Call a Friend' lifeline through our 5G technology."

Prateik Das, Head (Marketing Partnership and Alliance), Xiaomi India said, "A robust partnership is the driving force behind a brand's progress and ingenuity. This partnership exemplifies the power of collaboration that resonates deeply with audiences, creating an impact that goes beyond boundaries."

Vaishali Sharma, Head - Marketing & Communications, SET, Sony SAB and Sony MAX Movies Cluster said, “Kaun Banega Crorepati is one of the most loved formats in the reality TV shows segment. Demonstrating the power of knowledge and mirroring the spirit of change in the country, this season will see the introduction of a host of fresh elements that make the gameplay more intriguing. In this updated and upgraded version, the 5G technology of Xiaomi smartphones will play a pivotal role in enhancing the critical 'Video Call a Friend' lifeline experience for our contestants."

Kaun Banega Crorepati, hosted by the Amitabh Bachchan, has been a cultural phenomenon since its inception, captivating audiences with its blend of knowledge and entertainment. This initiative aligns seamlessly with Xiaomi's reputation for pushing the boundaries of technology to enhance everyday lives.

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is a consumer electronics and smart manufacturing company with smartphones and smart hardware connected by an IoT platform at its core. Embracing our vision of “Make friends with users and be the coolest company in the users’ hearts”, Xiaomi continuously pursues innovations, high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. Xiaomi is one of the world’s leading smartphone companies.

According to Canalys, the company’s market share in terms of smartphone shipments ranked No. 3 globally in 2022. In December 2022, MAU of MIUI reached approximately 582 million globally. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 589 million smart devices connected to its platform as of December 31, 2022, excluding smartphones, tablets and laptops. Xiaomi products are present in more than 100 countries and regions around the world. In August 2022, the company made the Fortune Global 500 list for the fourth time, ranking #266, up 72 places compared to 2021. Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.