SW Network has secured the complete digital and creative mandate for Mini India, marking a significant account win for the integrated agency. The mandate covers end-to-end digital and creative responsibilities and will be handled by SW Network’s Delhi team. The appointment reflects Mini India’s focus on strengthening its digital presence and building a more engaged brand community across platforms.
With this partnership, Mini India and SW Network will work closely to enhance brand visibility, sharpen digital storytelling and develop immersive experiences that reflect the brand’s playful yet premium positioning.
Under the remit, SW Network will lead creative development and digital execution aimed at translating Mini’s global brand personality into locally relevant content. The scope includes brand-led campaigns, product storytelling, lifestyle-oriented narratives and platform-native ideas designed to drive conversations and sustained engagement. The focus is on aligning Mini India’s unmistakable design language and positioning with cultural and digital contexts relevant to Indian audiences.
The mandate signals Mini India’s intent to deepen its digital-first approach rather than rely solely on traditional automotive communication. The brand is looking to use storytelling, community-building and performance-driven digital innovation to reinforce its distinct identity in a competitive premium automotive market.
Pranav Agarwal, co-founder of SW Network, said, “Partnering with Mini India is a milestone moment for us. Mini is not just a car brand; it’s a global cultural icon, a lifestyle, and a statement in design. Building on this emotional connection and bringing it alive digitally is an exciting responsibility. Our aim is to craft a distinct, witty, and premium digital voice for Mini India while strengthening its creative performance.”
From Mini India’s perspective, the appointment reflects a search for strategic alignment rather than tactical execution alone. Abhinandan Gopalsetty, director, Mini India, said, “Mini has always stood for innovation, individuality, and creative expression. As our digital touchpoints continue to expand, we were looking for a partner who understands the brand’s unique spirit and can translate it seamlessly across platforms. SW Network’s strategic depth, creative agility, and strong digital capabilities made it the ideal choice.”
The mandate arrives at a time when premium automotive brands in India are re-evaluating how they engage digitally, especially with urban, design-conscious consumers who expect brands to behave as cultural participants rather than advertisers. For Mini India, this involves maintaining a balance between its playful global persona and locally resonant storytelling that reflects Indian lifestyles and digital behaviour.
SW Network’s remit also includes improving digital performance metrics alongside brand-building efforts. This dual focus underscores how creative output and measurable outcomes are increasingly intertwined, particularly for lifestyle-driven automotive brands that rely on sustained engagement rather than high-frequency product messaging.