MINI India has appointed SW Network (Sociowash) as its full-service digital agency, entrusting the firm with creative strategy and end-to-end digital execution. The mandate will be led from the agency’s Delhi office, covering brand campaigns, always-on content, and platform-specific storytelling across digital channels.
The partnership comes as MINI India looks to sharpen its digital presence and build deeper engagement with an audience that increasingly discovers and experiences automotive brands online. SW Network will be responsible for translating MINI’s distinctive global identity into locally relevant digital narratives, while maintaining consistency across touchpoints.
According to Pranav Agarwal, co-founder of SW Network, the focus will be on creating a clear and consistent digital voice that aligns with MINI’s global positioning, while adapting to the nuances of India’s fast-evolving digital ecosystem. The approach will combine creative storytelling with data-driven execution to strengthen brand recall and community engagement.
From the brand’s perspective, Abhinandan Gopalsetty, Director, MINI India, emphasised the need for a partner capable of expressing MINI’s identity across multiple platforms as its digital outreach expands. The appointment reflects MINI’s intent to invest in digital as a core brand-building lever rather than a supporting channel.
For the marketing industry, this win highlights how premium auto brands are doubling down on integrated digital partnerships to drive relevance, engagement, and long-term brand equity in an increasingly content-led market.
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