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Tag: Wit & Chai

  • Xiaomi’s Diwali campaign ‘Deals, Drama & Diwali’ lights up the festive frenzy

    Xiaomi’s Diwali campaign ‘Deals, Drama & Diwali’ lights up the festive frenzy

    MUMBAI: When deals sparkle, so does drama. Xiaomi India has ushered in Diwali with a campaign that captures the chaos, colour, and joy of the season like never before. Titled “Deals, Drama & Diwali,” the festive initiative, created in collaboration with Wit & Chai, transforms the frenzy of big offers into a cinematic celebration of humour, emotion, and high-energy storytelling.

    Launching as part of Xiaomi’s Diwali big sale, the campaign brings to life the rollercoaster of emotions that sweep across households when irresistible deals hit the market. Rather than blending into the festive clutter of predictable offers, Xiaomi chose bold, kinetic storytelling rooted in everyday relatability, showing how a small, logical action can snowball into hilariously over-the-top mayhem, perfectly capturing the highs and lows of Diwali shopping.

    Wit & Chai chief creative head Saurabh Sankpal explained, “Festive offers can often feel repetitive, but Diwali itself is a festival of contrasts: chaos and calm, humour and heart, frenzy and family. Our films celebrate that duality, the mayhem of big deals and the magic of big emotions, creating narratives that entertain while driving engagement.”

    Xiaomi India associate director of brand marketing Ritij Khurana added, “Diwali is a time when chaos and joy coexist. Our films mirror that with witty, relatable, and heartwarming stories. They’re not just about announcing deals, they’re about homecoming, connection, and togetherness.”

    Featuring two blockbuster films, the campaign revels in the unpredictable energy of the festive season, with every frame designed to make audiences laugh, relate, and hit that ‘buy’ button. In a landscape oversaturated with sameness, Xiaomi’s campaign cuts through the clutter by embracing chaos instead of avoiding it. Disruptive, memorable, and unapologetically festive, it captures the true spirit of Diwali: bold, big, and deeply human.

    The campaign was executed for Xiaomi India by the brand team comprising Ritij Khurana, Chirag Vegad, and Antima Mishra, in collaboration with the creative agency Wit & Chai, led by chief creative head and writer Saurabh Sankpal. The production was handled by tmrw factory, with direction by Nachiket Pendse and producers Anish Joag and Prithviraj Mali. Cinematography was overseen by DOP Niteesh Jangeed, while Ranjit Gugle served as executive producer. The assistant directors were Gourav Shelke and Rashmi Navalkar, with music composed by Ankush Boradkar and lyrics by Saurabh Sankpal.  

  • Wit & Chai stirs up a creative storm, ropes in Saurabh S as chief creative head

    Wit & Chai stirs up a creative storm, ropes in Saurabh S as chief creative head

    MUMBAI:  Wit & Chai Group, the funky creative agency known for culture-fuelled campaigns, has brewed a strong cuppa by appointing Saurabh S as its chief creative head. With a rollicking two-decade run across big-name agencies and brands, Saurabh steps in to lead the creative charge—and shake things up.

    Having done the rounds at FCB, Saatchi & Saatchi, DDB, Publicis and even Redder Vietnam, Saurabh  isn’t just another adland veteran. He’s the brain behind award-winning ideas for Volkswagen, MTV, Chupa Chups, Set Max and Virgin Mobile. Add stints at House of Anita Dongre and Nykaa, and you get a CV that blends sizzle with serious strategy.

    Saurabh’s remit at Wit & Chai? 
     

    To dream big, lead louder, and build a culture where risky ideas meet razor-sharp storytelling. He’ll work hand-in-hand with strategy and brand leads to ensure the creative spark translates into business firepower. From nurturing young guns to rolling out integrated campaigns, he’s set to steer the shop’s next big act.

    “As a chief creative head, I see Wit & Chai Group as more than just an agency—it’s a sandbox for fearless thinkers,” says Saurabh. “My vision is to turn up the volume on ideas that are disruptive yet deeply human. We’re building brands that resonate in the real world—work that gets people talking, sharing, and remembering.”

    The man isn’t afraid to take risks either—his creative playbook leans into experimentation, youth insights, and cultural resonance, all while keeping one eye on impact and scale. It’s a move that signals the agency’s intent to stay fresh, edgy, and unmistakably relevant.

    Wit & Chai group co-founder & partner Nihar Kolapkar  shared: “Saurabh’s track record of creative leadership and disruptive storytelling brings incredible value to our team. His ability to merge bold creativity with strategic clarity is exactly what we need to push the boundaries of what we deliver for our clients. We’re excited to see him shape a new era of work at Wit & Chai Group.”

    With Saurabh  now in the mix, Wit & Chai Group looks set to dial up the drama, crank the creativity, and cement its spot as a go-to name for bold, business-savvy storytelling.