Infinix Mobiles – Brand Strategy

Purpose-driven launch strategy for a young mobile brand.

Infinix made its second foray into the Indian market after a less than stellar launch in 2017. It suffered from multiple challenges both in terms of image and acceptance.

In consultation with the client, we became extremely granular and micro to find the exact right Target Audience for the brand. We profiled our audience in detail to understand the messaging that would work. We redefined our primary audience and catered specifically to Tier 1 and Tier 2 cities while targeting platforms that served these regions in local languages.

An 82% Search Brand Lift was achieved across campaigns, which was unprecedented not just for the brand but for the category itself.