The rule at WP:RFD#DELETE #8 is to consider deletion if it's not mentioned at the target and it's "a novel or very obscure synonym for an article name". Redirects should not be deleted if the connection to the subject is obvious to most people, or if the redirect is correct but not appropriate for inclusion in the article, such as {{R from brand name}}.
 | This template should always be substituted – use {{subst:Not mentioned}}. |
Usage
editUse this template at Wikipedia:Redirects for discussion, when the rationale for deleting a redirect is an editor's mistaken belief that the redirects must be mentioned by name in the article.
{{subst:not mentioned}}