MUMBAI: Billboards aren’t what they used to be-at least not in Chennai. On 12 May 2025, Tribes Communication and Xiaomi India teamed up to deliver a 3D billboard experience that left commuters in Alandur doing double takes. The campaign, designed to launch the Xiaomi 15 Ultra, brought the device’s modular photography kit to life in mid-air, piece by piece.
Co-engineered with Leica, the Xiaomi 15 Ultra has positioned itself as a precision tool for mobile photography. But instead of another digital drop or influencer tease, the brand chose to hit the streets-literally-with a physical spectacle that reimagined how smartphone storytelling unfolds in the real world.
The billboard used spatial layering and animated mechanics to simulate the 
product assembling itself-lens by lens, module by module—directly above a major Chennai intersection.
“At Tribes, we believe in turning brand stories into unforgettable experiences. With Xiaomi, we didn’t just showcase a product — we created a street-level spectacle. Together, we pushed the boundaries of outdoor engagement, capturing attention and sparking conversations”, said Tribes Communication MD & chairman Gour Gupta.
Placed in one of Chennai’s busiest corridors, the campaign offered a rare offline pause amid digital clutter. 
According to Xiaomi India’s associate director of brand marketing, Ritij Khurana, the goal was not just to display the phone but to start a conversation about the future of mobile photography.
“With the Xiaomi 15 Ultra, our vision was to reimagine what smartphone photography could feel like in everyday life. By placing it in familiar, everyday environments – like a morning commute, we’re not just showcasing a product, but hoping to start a quiet conversation about what the future of mobile imaging can look like,” Khurana said.
The campaign sets a benchmark in India’s OOH advertising landscape, merging motion design and consumer engagement into an experience you don’t scroll past—you look up to.
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