SolveArena is a problem-solving platform for JEE aspirants. It came to me for a launch video. What it got was a launch strategy. This is the whole process, told in four parts.
Pratham, the founder, came with an idea for a launch video. My first job wasn't the video. It was fixing how he was thinking about the launch itself.
A product demo tells people what your product does. A launch video makes people feel like they need to be there on day one. So before anything else, he got a warm-up plan: memes, short teasers, content that made people curious without giving anything away. He ran that while I moved into production.
He knows his product better than I could in 24 hours, so he wrote the first draft. I put harsh notes on it, then pulled one line to the very front: the feature that separates SolveArena from every other exam-prep tool.
That single change rewired the whole script. It stopped reading like a pitch and started reading like something you'd stop scrolling for.
Two directions on the table. One gradient-heavy, bouncy, full of effects. One clean, almost Apple-style, mostly text. We both picked clean, because nobody scrolling past a launch video is thinking about the transitions.
Bouncy, effect-loaded, high-end polish. Impressive, and beside the point.
Three seconds to understand the product. Nothing between the message and the viewer.
I built the storyboard, Pratham tested and sent feedback. At a few points I went past the storyboard and built unplanned shots on the spot. He liked those more than half the planned ones.
2,500
signups in the first 24 hours
10,000
users by the end of week one
4,500+
signups at the 48-hour mark
15 to 20
days, first call to launch
Pratham Founder
SolveArena · JEE Simplified
"Crazyyyy response, over 2,500 signups till now."
Launch day · over WhatsApp