I conceptualised and led the digital launch campaign for Sony Xperia, developing the positioning, creative strategy, campaign idea, visual direction, and rollout plan across social, video, and performance channels. The campaign introduced Xperia’s waterproof phone in 2015 as a premium, innovation-led device, designed to break through a crowded and highly competitive smartphone category.

​

The launch delivered exceptional results within just two months: 10M+ impressions across digital platforms, 1.2M+ YouTube views driven by high-performing video assets, and 1.5M+ website visits, indicating strong purchase intent.

​

A key creative insight shaped the campaign: positioning the phone as “washable” — a culturally resonant idea in India, where “washing something” traditionally connotes purity, cleanliness, and renewal. This insight made the waterproof feature instantly meaningful and locally relevant, helping the campaign cut through and drive strong engagement.

​

As a result, the work earned multiple digital marketing awards at AdStars and Abbys, recognising both its strategic clarity and executional craft.

​

Below, you can find the campaign’s video ads, static creatives, and the full results along with supporting digital elements captured in a case-study video.