Consumer technology PR expert, Ishita Grover, who has spent over a decade at PR firm Archetype formerly Text 100, has taken over as the head of corporate communications at mobile phone maker OnePlus.

Joining last week, Grover was till recently principal consultant with Archetype India.

Grover counts consumer tech PR as a core strength having worked on accounts such as Nokia, Samsung Mobile, Blackberry and SanDisk. She has led PR mandates from the consultancy side for messaging app Hike, medical database aggregator Practo, Snapdeal and music streaming app Saavn.

On the back of an aggressive communication strategy that included student ambassadors and sponsored cricket games, OnePlus commanded 40% of India's premium smartphone category racing ahead of Samsung and Apple in 2018(Source: Counterpoint Research).

According to a recent release OnePlus outlined swift sales for its new mobile and smart TV offering, "The recently unveiled OnePlus 7T and the OnePlus TV 55Q1 saw tremendous uptake registering the highest-ever sales in the premium smartphone category and the TV category respectively on Amazon.in. Over 1.5 million people expressing their interest to buy the much-awaited flagships during the Amazon Great Indian Festival sale event," added the release.