1 Mother Company, 3 Distinct Brands, 3 Tailored Strategies

From under the umbrella of Optiemus Infracom, the first brand to come our way was Zen Mobile, followed by Kult Mobile, and lastly by the biggest and most coveted name in the Optiemus family – BlackBerry. To call it a journey would be an understatement, for it was our own odyssey of sorts.

While most fairytales begin with the “Once upon a time” and end with the “Happily ever after”, we’re going to do something slightly different here by recounting the story backwards. For one, we hate suspense, and secondly, we’re marketers. The ‘Never leave the best for the last’ mentality is a bit of an occupational hazard. So, even though BlackBerry is the third act of our Optiemus screen time (that opened with Zen Mobile and slowly but steadily expanded to include Kult mobile, Picooc, Molife, and Optisafe), we’re going to start with that first.


A label with a global standing, BlackBerry is a well-established brand, both nationally and internationally. Since it has an already established voice and style of communication, the challenge was to live up to it and make sure that we didn’t make even the smallest error.

Our Strategy

Working with BlackBerry has mainly entailed complying with their brand guidelines. However, we’ve attempted to make certain changes that add a level of interest to the designs while fitting in with the black and white theme of the brand. Our favourite of the elements we’ve introduced so far is a minimalistic Indian feel to set BlackBerry India apart from the social presence of the other international BlackBerry pages.

Here’s how we did it
Kult Mobiles

Kult is the exact opposite of Blackberry. An explosion of colour and quirk, Kult is a phone meant for the youth of the country who think of their phone as a means to express their uniqueness.

Our Strategy

To match the whimsy of Kult mobiles, we re-launched the brand’s social media with a new tonality that mirrored the wide array of colours the phones come in, the advanced features they carry, and the affordable prices they come at. We keep our writing extremely light-hearted, humorous, and our designs unconventional.

Everything about Kult an explosion of colourful emotion, mirth, and the qualities that our youngsters possess. From their passions to their friendships to their lives; we’ve done our best to incorporate it into the brand’s social media. Here, too, we try to newsjack i.e. incorporate trending topics in our posts to better relate to an intelligent audience that believes in staying forever relevant. We also take great joy in bringing forth the fact that Kult is made in India, and we do that in a way that is atypical and original.

Here’s how we did it
Zen Mobiles

Zen Mobile was the first of our Optiemus brands and is on a completely different plane from the other two. It amalgamates affordability and style and has a loyal fan base in tier two and tier three cities of India. A smartphone for the common man, all our communication has been designed to appeal to their sensibilities.

Our Strategy

For Zen, we adopt a simple yet catchy style. A lot of our post copies are written in Hinglish (a mix of English and Hindi) and often draw inspiration from Bollywood, Cricket, and other trending topics to better connect with our audience. We also keep our communication as straightforward as possible, without losing out on the fun and interactive element.

Here’s how we did it

With three unique brands under their banner, Optiemus has managed to do what few else could – efficiently tap into each level of the Indian smartphone industry. Our role in all of this has been to handle the social media marketing of three wildly different mobile brands and reach out to a diverse audience ranging from metropolitans to small towns, from CEOs to struggling artists, and from the classy to the quirky.

The challenge has been standing apart on social media when there’s already a saturation of content on this platform, and we’d like to think we’ve done it pretty well. Now, the question hangs – what next?


We’ll let the client have the last word: