For decades, Creative had redefined digital audio experiences through its cutting-edge sound technology. But as India’s wireless audio market exploded, the global pioneer faced a new challenge—while its products like the Outlier Air true wireless earbuds delivered exceptional quality, its brand narrative wasn’t cutting through the noise of competitors flooding the market.
Enter EXL PR with a clear mission: position Creative not just as a product innovator, but as the authority in lifestyle audio for India’s tech-savvy generation. The strategy blended precision targeting with storytelling that resonated.
“We didn’t just aim for product reviews—we wanted Creative to own the conversation about immersive, affordable audio,” explains the EXL PR team. Through a hyper-focused media blitz, Creative’s Outlier Air launch became a cultural moment, with features highlighting its 10-hour battery life, aptX audio, and COVID-era relevance for work-from-home and fitness enthusiasts.
The results spoke volumes:
72+ high-impact coverages across mainstream, gadget, and influencer media
95% of proposed outreach achieved within a week of launch
Dominant share-of-voice in key segments like true wireless earbuds under ₹7,000
But the true win was how the market perceived Creative. No longer just another audio brand, it became synonymous with premium yet accessible sound—featured in BusinessLine as offering “fantastic sound at an unbeatable price” and praised by Stuff India for “weaving TWS magic.”
“EXL PR helped us cut through the clutter by making tech storytelling human,” reflects Creative’s launch team. As India’s audio wearables market grows, Creative’s relaunch as a lifestyle leader ensures it won’t just compete—it will set the tone.
The takeaway? In a crowded market, even iconic brands need to reassert their relevance. Creative’s campaign proves that with the right narrative, technical excellence can become a cultural conversation.
How Belkin Went from ‘Just Another Charger Brand’ to India’s Digital Lifestyle Authority in 90 Days
When Belkin Entered India’s Crowded Accessories Market, It Faced a Silent Crisis—Great Products, Zero Buzz. Here’s How a PR Makeover Turned Obscurity into Dominance
Belkin Corporation—the California-born pioneer behind seamless digital lifestyle accessories—had a global reputation for innovation. But in India’s hypercompetitive market, where local players and “me-too” brands drowned out newcomers, its cutting-edge products were gathering dust on shelves. Despite powering everything from Fortune 500 offices to smart homes worldwide, Belkin was a ghost in India’s tech conversation.
The Challenge:
With a sprawling product portfolio and no clear messaging framework, Belkin struggled to cut through the noise. Consumers saw cables and chargers—not the category-defining ecosystem that made Belkin a $1.3B global leader. EXL PR diagnosed the core issue: Belkin wasn’t just selling products; it was selling invisible infrastructure. The mission? Rebrand Belkin as the architect of India’s connected lifestyle—one strategic headline at a time.
The Strategy: Controlled Messaging Meets Category Creation
EXL PR engineered a radical simplification:
Segment to Dominate:
Newsroom-Style PR:
Media Blitzkrieg:
Targeted mass media for brand-building (e.g., “How Belkin’s Tech Is Quietly Powering India’s Work-From-Home Revolution”)
Used trade press to hard-sell volume drivers (e.g., “Why IT Managers Swear by Belkin’s Surge Protectors”)
The Results: From Obscurity to Ubiquity
175+ media placements in Q1 2009 alone, including features on MTV, CNBC Awaaz, and Zee TV—transforming Belkin from “who?” to household name.
Category ownership: Media began using Belkin’s @Work/@Home framing as industry shorthand—a rare feat for a foreign brand in India.
Executive star power: Country Manager Mohit Anand became the go-to voice on India’s digital infrastructure needs.
Why It Worked:
While competitors chased specs and discounts, EXL PR made Belkin synonymous with solutions—not gadgets. By marrying ruthless messaging discipline with mass-market storytelling, they proved even the most commoditized categories can own cultural relevance.
The Lesson for Tech Brands:
In noisy markets, simplicity is the ultimate sophistication. Belkin’s playbook shows how to turn product overload into narrative clarity—and obscurity into category leadership.
