Bengaluru, Sep 12 (IANS): Tech brand Xiaomi India on Monday kicked-off its annual consumer-centric festive campaign -- Diwali with Mi-Tech Ka Shubh Muhurat -- in a fun and quirky way.

As a build-up to the campaign, Xiaomi India said it is encouraging consumers -- 'Don't buy tech, yet!' and wait for 'Tech Ka Shubh Muhurat' through a series of engaging videos, ATL, and BTL activations.

"This Diwali season, we want to help our consumers make an informed decision about their tech purchases. It is the biggest shopping season for consumers, especially those looking to purchase gifts for family, friends, or for their consumption," Anuj Sharma, Chief Marketing Officer, Xiaomi India, said in a statement.

"Therefore, with 'Don't buy tech yet!' we want to be transparent and honest with our consumers. We want them to see the entire landscape and not rush into making the wrong decisions, even if it takes a bold move like advising them to not invest in tech just yet," Sharma added.

Embracing the vision of "Make friends with users and be the coolest company in the users' hearts," the campaign has been strategised to advise the consumers as friends and encourage them to pause and think about why India's most loved technology brand is asking them not to buy tech yet.

"Through the 'Diwali with Mi - Tech Ka Shubh Muhurat' campaign, we will be extending incredible offers to our fans and users to buy their favourite gadgets -- smartphones, smart TVs, speakers, audio peripherals, tablets, or any other smart home products," Sharma said.

The 'Don't Buy Tech Yet' phase will culminate in the seventh edition of the 'Diwali with Mi - Tech Ka Shubh Muhurat' festive season campaign that enjoys immense love from consumers and fans across the country.

Conceptualised to bring forth the happiness and much-awaited celebrations of the country's most auspicious festival, this year's campaign theme 'Tech Ka Shubh Muhurat' resonates with the good fortune Diwali brings.