Launching a phone through the shop that sells it

Two brands, one campaign: Redmi had a phone to launch, and Sangeeta Mobiles had the shop floor it would be sold on. Most launch creative is made for the manufacturer and then handed to retail as an afterthought, which is why so much of it never converts. This was built the other way around — for the retailer who has to close the sale.

Strategic branding through to social creative for the Note 13 launch, holding Redmi's product identity and Sangeeta's retail voice in the same frame. Feature-led messaging translated into value — not the spec sheet, but the reason a buyer standing in a store would care about it.

The centrepiece was an influencer film featuring Kavya Shetty, which gave the launch a face and a reach the product pages could not buy on their own.

Co-branded work is harder than single-brand work: two sets of guidelines, two approval chains, and one launch date that neither party will move. Getting it out cleanly is as much account management as it is design.