.png)
Rebranding, Social Media, Performance Marketing, 3D, Content, Marketplace
DigiMedia Technologies
Delhi, India
January 19, 2022
WhiteSquare specializes in entertainment electronics, particularly Android-based karaoke systems. Their products offer versatile usage, allowing users to enjoy Netflix, OTT shows, and music via Spotify, all with high-quality sound.
We collaborated closely with Whitequare, providing a wide range of services from content creation to brand development. Our work included developing a comprehensive branding and marketing strategy, redesigning their logo, and redeveloping their website to align with their design guidelines. We also managed their e-commerce store and launched campaigns to position Whitequare as a lifestyle brand. On top of that, we revamped all of their social media platforms with innovative design elements, engaging media, and a fresh approach. Our goal was to create a new image for Whitequare that accurately reflects their brand identity and resonates with their target audience.
Building India’s Premium Smart Karaoke Brand From the Ground Up
WhiteSquare’s products were technologically advanced and highly differentiated, but the Indian karaoke market was still extremely niche.
At the time:
The biggest challenge, however, was positioning the product itself.
Consumers did not fully understand:
Social Noon was brought in to completely reposition the brand and build a scalable ecosystem around it.
Instead of marketing WhiteSquare as “just another speaker brand,” we positioned it as an entertainment lifestyle brand built around experiences, emotions, and social connection.
The strategy focused on:
The goal was to make karaoke aspirational rather than niche.
We began with a complete brand refurbishment project focused on modernizing WhiteSquare’s identity and long-term perception.
This included:
We presented:
3 logo directions
3 tagline concepts
to establish the future direction of the brand.
The challenge was especially complex because older inventory still carried the previous branding, requiring careful management of the transition process to avoid customer confusion.
One of the first strategic decisions we made was:
Completely dropping the original Instagram account
The existing account had low-quality engagement and a large fake following base that negatively affected perception and organic reach.
We rebuilt the brand digitally from scratch by:
This became the foundation for all future communication.
After stabilizing the brand digitally, we focused on scaling discoverability and sales through marketplaces.
We:
International expansion was also initiated through:
Singapore
where WhiteSquare’s headquarters were based.
We helped launch the products on:
working closely with marketplace management partners to establish product visibility for WhiteSquare’s flagship product:
PWS 60
One of the biggest milestones was taking WhiteSquare offline into mainstream retail.
We helped onboard the brand into:
Croma (Tata Group)
One of India’s largest electronics retail chains.
The rollout included:
The products were successfully launched across:
30 Croma stores
along with placement on:
Croma.com
Within a short period, average store sales scaled to:
~2 units per store
while Amazon sales reached:
19+ units per month
A key growth driver was creating unique personalities for each product instead of marketing all products identically.
We strategically positioned each SKU for different audience segments.
- PWS 30N — Fun Packed Karaoke
Positioned as:
The product was marketed toward:
The messaging emphasized:
“Entertainment Anytime, Anywhere.”
- PWS 50N — Big, Loud & Powerful
This product was positioned around:
The target audience included:
The communication focused on immersive entertainment experiences.
- PWS 60 — Premium & Revolutionary
As the flagship SKU, PWS 60 was positioned as:
The product featured:
The target audience included:
The goal was to create aspiration around the product rather than simply selling specifications.
To emotionally connect the brand with consumers, we created a long-term campaign called:
“Karaoke Brings”
The campaign focused on the emotional impact of music and karaoke in people’s lives.
Instead of promoting features, the campaign highlighted:
This campaign became a central part of WhiteSquare’s brand storytelling and helped humanize the technology.
From April onward, we aggressively focused on:
Over time:
Amazon sales scaled to 5–6 orders per day
while the website also began generating direct monthly orders through the D2C ecosystem we created.
At the same time, the brand continued expanding into:
including discussions with:
Reliance Digital
WhiteSquare evolved from a struggling niche electronics brand into one of the few recognizable smart karaoke brands in India.
Key Outcomes
Most importantly, the project helped establish karaoke as an aspirational entertainment category rather than a niche product segment.
%20(1).png)