This project focuses on creating a comprehensive Instagram launch strategy for AURUM, a semi mid-premium Indian lifestyle sneaker brand. Using detailed brand positioning, audience personas, and product lines (Move, Edge, Pulse), the strategy outlines December-specific content aligned with major festivals and youth culture. It includes posting frequency, format distribution, influencer collaborations within a ₹1L budget, and launch offers to drive awareness, engagement, and traffic. The plan delivers a structured social media calendar with feed and story ideas designed to meet growth, engagement, and website traffic objectives while appealing to India’s urban, style-conscious, and active consumers.