Founded in 2013, Infinix is a global brand creating mobile devices equipped with best-in-class technology. In India, the brand marries first-in-segment tech with consumer-first pricing. Even with breakthrough products in the line-up, Infinix was unable to make a dent in the highly competitive mobile market during its initial years.

We helped the brand by creating and implementing a new ROI driven digital strategy — designed and developed multiple web platforms — managed all their media planning and digital campaign executions — leading it to be among the top five brands in 6-10K price category in India. Our executions were recognised both in Indian publications as well as international forums — resulting in two global campaign awards.

With multiple high-profile brands pushing devices in all price segments, the barrier for a new entrant to make its space was tough. Additionally, catering to multiple user segments lead to dilution of the brand’s messaging, reach and final impact.

To create a future-proof digital marketing strategy, which helps the brand to scale up its marketing efforts while delivering a memorable experience to its audience. The project involved setting up a roadmap to achieve 15 back-to-back sold-out sales with a mission to make more informed decisions through data.

We started by repositioning the brand for 6-10K price category and defined a new target audience. The focus was directed towards Tier 2 and 3 markets, creating a fresh set of prospective consumers. A granular segmentation of the audience helped us reach out to users which have been under-served in the past.

Based on insights from pilot campaigns, targeting was calibrated further for regional audiences (in Uttar Pradesh, Bihar, West Bengal, etc.) – we created campaign assets that were localised in terms of language and visuals. Additionally, we made use of new-age media channels like Tiktok, Helo and Sharechat that leveraged these assets.

Microsites with games and contests were integrated to build pre-launch hype. KOLs and Influencers helped uplift brand awareness during launch and pre-sale windows. Custom tracking was built for advanced retargeting capabilities through an in-house tool called ‘knw.one‘.

Growth Strategy
Digital Roadmap
Media Planning & Buying
Paid Ads Management
Paid Search Management
Content Strategy
Creative Management
Meme Marketing
Brand Messaging
UX/UI Design
Web Development