Creating a brand for the Indian refurbished handset market

In 2017, Blynk had approached us with a paper napkin idea - they wanted to create an organized marketplace for refurbished phones which even in a metro city like Mumbai was very disorganized. Their objectives from us was to help create their product, it's offerings, use cases, TG and what will appeal to them, creatives and communication materials, & help test it out in Mumbai and work towards an investor pitch showing the proof of concept. 

Based on market research, surveys and interviews, we collated a bunch of customer pain points from the existing market structure. To summarize them, they were - 

• Missing pride of ownership of a 2nd hand phone.

• Lack of reliability of the device functioning & after sales

• Availability of supporting accessories like a charger of sim pin

• There were no reputated or known brands in this business at this time in 2017.

We started our work towards multiple areas which needed to come together.

• The Blynk Logo and Positioning

• An edgy e-commerce website design

• Blynk's phone boxing, the unboxing experience & related writeup details

• Quality process and video setup depicting the same

• Brainstorming with the blynk top management to derive brand USPs like warranties and repairs 

• Leaflets and related marketing marketing material

• Blynk Kiosk Design - This was the litmus test, will cover this ahead.

The executed plan was as follows - 

• The brand video was created and promoted on YouTube and social networks

• The e-commerce site was launched and promoted via various networks

• The first physical presence was created at croma stores in Mumbai at R-City mall, following the success of which, was expanded to other outlets in the city.

• Blynk got listed on Amazon, Paytm, Bajaj and other e-retailers where some even agreed to feature blynk as the exclusive refurbished partner

• Blynk got a success backend tie-up with cashify as their partner for sourcing the phones