OnePlus all set to woo millennials with‘Never Settle’ Diwali campaign

OnePlus Diwali Dash video is a refreshing take on India’s biggest festival as seen by millennials

e4m by exchange4media Staff
Updated: Oct 7, 2017 9:17 AM

OnePlus has released a short film titled “The Perfect Partner for a #HappyDiwali” to mark the beginning of the festivities as part of its Diwali Dash campaign 2017.

The video is a first of its kind take on the Diwali festival with a cheerful vibe which aims to appeal to the millennials. Once again OnePlus brings offbeat content to audiences which they can relate to and enjoy, in line with the OnePlus’ ‘Never Settle’ motto.

Talking about the thought behind the new video, Vikas Agarwal, General Manager, OnePlus India, said, “We love to connect with our fast growing community of OnePlus fans in a refreshing way. The idea was to develop a simple yet entertaining creative that is not just relatable but also leave you with a smile on your face.”

The video personifies Diwali as the most ravishing festival that works hard to fulfill everyone’s dreams and wishes but is eventually bogged down by all the madness surrounding the festival. In a way, she reflects the lives and challenges of a modern youth who is expected to multi-task and consistently deliver on everyone’s expectations.

In this case, Diwali lacks a partner who can help her retain the title of the ‘Star Performer’ and help her through multi-tasking and making the festival memorable for everyone. OnePlus 5 comes to her rescue as the perfect partner for Diwali which brightens her up with the power of 8GB RAM, highest resolution Dual Camera System and Dash Charge for fastest charging, making for a #HappyDiwali.

“Diwali is when brands go berserk, so it is imperative that we push ourselves to serve consumers some explosive stuff and break through the clutter. With the ease of connecting with your audience wherever they go, digital films are fast becoming the preferred medium for brands to engage in storytelling, especially over television commercials. Narratives are changing and so are film durations,” said Rajesh Narasimhan, Sr. Creative Director, Dentsu Digital India.

OnePlus has in the past has fused humour with branded content to engage with the millennials in a unique way. #MyOnePlus5Review was an industry first campaign for smartphone reviews where popular digital influencers VJ Jose, Mallika Dua, Tanmay Bhatt amongst others were invited to review the latest OnePlus 5 in their own style. The OnePlus 5 unboxing video featuring Biswa Kalyan Rath was even featured in the YouTube India Ads Leaderboard for Q2 2017.

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