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Google enters into a space that the company has never entered before- the Indian mobile phone retail store. The company plans to directly sell its new smartphone Pixel through at least seven prominent large-format retail stores in India, besides multi-brand stores, and promote the flagship device just as much as top brands Apple and Samsung.

Previously manufacturers of Google phones such as Nexus were responsible for marketing, which has been extremely low key and limited. The company is raising stakes in the premium segment — Rs 30,000-plus — right after Samsung’s huge setback with the Galaxy Note 7 debacle, but still it has a huge challenge as Apple has already shipped in about 2 lakh units of its iPhone 7 ahead of Diwali. Whereas Samsung is promoting S7 and S7 Edge.

Bookings are open from Oct. 13 for two Pixel models through Flipkart and offline retailers. Google is holding a media event on October 25.

“We will run a 360-degree above-the-line campaign with TV, cinema, out-of-home in top seven metro cities, print and digital, to build the brand,” a Google spokesperson said.

According to insiders, Print advertisements will run for the next three to four months while television ad spots will target Hindi and English entertainment channels. The company will also be using You-Tube and its other digital platforms to promote the devices. The Alphabet-owned company will showcase the Pixel and Pixel XL in key stores of large-format retail chains including Croma, Reliance Digital, Spice Mobility and Jumbo. Tie-ups with other chains, including The Mobile Store, are in the works.

“Displays for Pixel will be set up in top 50 stores of the total 300 that we have. They will carry the Google branding, something that a consumer would not have seen before,” the chief executive officer of one retail chain said, asking not to be identified.

According to reports, Cupertino-based Apple is spending about Rs 100 crore on marketing and advertising in India during the festive period making competition tougher.