Can you launch a brand in 10 months without blowing the budget?
Launch Lab hands you a real brief, a budget and a boss who wants results. Plan your media month by month on tentative Indian rates, survive crises, and see exactly where your rupees worked, and where they didn't.
What is Launch Lab?
A real media mix
Each month: a main channel plus a support channel at half price and half effect. 29 channels, from Google Business Profile to TV, plus an always-on social budget of ₹40k–₹5L a month.
Indian seasons
Durga Puja and Diwali, monsoon, wedding season, exam and admissions months, tax-saving season. Timing changes what works and what it costs.
Crises that make sense
Price wars, viral bad reviews, ad complaints, subsidy cuts, server outages. They fit your brief, market and timing.
Hire, fire and ask experts
Add a performance marketer or trade manager, or pay a media buyer, strategist or Tejom consultant for advice when you're stuck.
Budget pressure
Tentative Indian media rates and monthly team costs. You can go up to 30% over budget, but it costs heavy points.
A report you can learn from
Month-by-month analysis of your choices, the best option you had each month, and the published research behind the advice.
How do you play Launch Lab?
A game takes 7–10 minutes on your phone or computer. Here is how it works.
Pick your level
Easy for marketing executives, Medium for managers, Tough for directors and VPs. Higher levels mean less budget and more crises.
Accept a brief
Launch a masala brand, fill a university, sell a SaaS tool, launch an EV scooter and more. Swap the brief before you start if you like.
Set the campaign idea
Choose Tier 1, Tier 2 or both, then your main message and creative quality. Every ad depends on these choices.
Plan each month
Pick a main channel and an optional support channel, or fall back to basics like research, a website, brand social handles, a branded Reels series or a Red Bull-style tribe community. A live panel shows how your last month compared with the ideal.
Handle what comes
Respond to crises, manage your team, and see a clear breakdown of why each month worked, or didn't.
Get your report
Your score, your rank against other players on the same brief, a full analysis, and how Tejom Digital would have done it.
See it before you play
What will a marketer gain from playing?
Learn how channels really work
- Which channels fit which category
- Why a website or listing comes before ads
- 3 hints to check your thinking
Practise planning under pressure
- Monthly media mix and sequencing
- Seasonality and crisis response
- Team and budget trade-offs
Defend the P&L
- Smaller budget, five tougher crises
- One investor round, at a price
- Marketing ROI as the board sees it
Which briefs can you play?
16 briefs across industries, including cross-category and cross-industry launches. Each one rewards different channels, messages and timing.
Is the advice backed by research?
Yes. The end-of-game analysis links each lesson to published marketing research. The game simplifies these findings; real results vary by brand, market and execution.
IPA Effectiveness Databank, Binet & Field ↗
Byron Sharp, Ehrenberg-Bass Institute ↗
LinkedIn B2B Institute ↗
Google / Kantar India ↗
BrightLocal ↗
Redseer ↗
Frequently asked questions
What is Launch Lab?
Launch Lab is a free marketing strategy game by Tejom Digital. You get a brand brief and a budget, plan your media month by month on tentative Indian rates, deal with crises, and try to hit the objective in 10 months (10 moves) without going over budget.
Is Launch Lab free to play?
Yes. It is free. You enter your name, organisation and work email so your score and report can be saved and shared.
How long does a game take?
Most games take 7 to 10 minutes. A game ends when you hit the objective, run out of money, or reach month 15.
Who is Launch Lab for?
It is built for marketers in India: marketing executives with about two years of experience (Easy), middle managers (Medium), and directors or VPs (Tough). Founders and students of marketing also find it useful.
What will I learn from playing?
You practise budget allocation, media mix, sequencing (foundation before ads), timing launches around Indian seasons such as Diwali and monsoon, handling crises, and balancing brand building with sales activation. The end report explains what worked, what did not, and why.
Are the media rates real?
They are tentative estimates of Indian rates for a roughly one-month burst, set out in a rate card inside the game. Real quotes vary by city, vendor and season.
Which briefs can I play?
There are 16 briefs across industries, including FMCG, EdTech, restaurants, hospitals, diagnostics, retail, premium watches, B2B services, real estate, D2C beauty, SaaS, a cross-category iced tea launch, a cross-industry home interiors launch, an electric scooter, health insurance and a private university.
How is my score calculated?
Your score rewards hitting the objective and awareness target, finishing early, money left over and marketing ROI. Going over budget and taking longer than 10 months cost points. You also see how you rank against simulated players on the same brief, level and market.
Is the ideal plan backed by research?
The analysis links to published sources such as the IPA Effectiveness Databank (Binet and Field), the Ehrenberg-Bass Institute, the LinkedIn B2B Institute, Nielsen, Google and Kantar India, BrightLocal and Redseer. The game simplifies these findings; real results vary.
Can I challenge a colleague?
Yes. At the end you can share your score on LinkedIn, WhatsApp or X, download a score card image, or copy a challenge link that shows your score to the person you send it to.
Think you can beat the agency plan?
Play a launch, get your report, and share your score with your team. If you want this thinking for your real brand, Tejom Digital can help.
Play Launch Lab free →Want a real launch plan? Book a free 30-min intro call