OPPO’s Diwali ad: Fireworks or damp squib?

The ad featuring Kiara Advani has clocked over 7,040,483 views on YouTube (at the time of filing this article)

e4m by Misbaah Mansuri
Updated: Oct 31, 2018 9:05 AM

With the festive season being a time when most high-ticket purchases are made, there’s no reason why marketing spends shouldn’t shoot through the roof. And rightly, this is the time for brands and marketers to be ensuring that the right sentiments and target points are hit upon with their communication. While some brands do it just right, others fail to resonate with the consumers. Riding the wave, smartphone brand-OPPO too recently released its Diwali Campaign highlighting the core competency of the phone, “5 minutes charge gives 2-hour talking time”.  

The ad featuring Kiara Advani has clocked over 7,040,483 views on YouTube (until the time of filing this article). It highlights how OPPO F9 Pro is the best Diwali gift for your loved ones and helps you stay connected, with a mother and daughter bond building over the Diwali preparations. Will Yang, Brand Director, OPPO India chatted with exchange4media on the same.

Creating noise  

Yang stated that OPPO has always focused on a 360-degree approach, and the confluence of all the platforms has also worked really well for the brand throughout the years - TV, OOH, Digital, Print and others. “Diwali is one of the biggest festivals, not just in India but now across the markets. OPPO as a brand has always been focused on offering its consumers the best experience and festive season is just one more opportunity for us to offer something even more special. Our Diwali campaign including this video is themed around consumers and narrates a story that our audience will connect with,” he said.  

He revealed that the ad campaign aims to help the audience feel the love of sharing and preserving such precious moments with an innovative gadget like the F9 Pro Starry Purple. Speaking about the marketing mix and ad spends, he remarked, “While it is not convenient for us to share the figures of our spends, but we can surely say the numbers go up to double digits. OPPO is using IMC (Integrated Marketing Communications) for every product and promotions. Therefore, every channel is important for our consideration.”

Clutter-breaking or not?  

Anadi Sah, Innovation Lead – Creative & Technology, Isobar India likes the use of ‘the old school formula’ and how it hits the right spot in terms of the emotional factor.” It’s the best time of the year for brands when they fight to be in the shoppers shopping list. Oppo surely will make their way into that list with this new film. The film uses the old school formula that surely gets the audience in tears at the end of the film,” says Sah.

Deepak Singh- CCO, The Social Street is all praises for the casting and performances but feels that it is one of the emotional films which a lot of brands are trying, so it isn’t anything fresh. “I felt the script is being dragged a lot, and it was quite easy to guess the climax. Integration of the product in the script looks weak, I feel it should have been a little subtle. The casting is good and the performances are great. Music and lyrics have been done well. The end product window is too much animation keeping in mind the film's mood, it could have been very simple I feel,” he shares.

Singh believes that the edit of the film could have been much crisper. “Over a 4-minute film even for the Internet is too much nowadays. No one has so much time for ads these days,” he says. Sah voices a similar opinion. “The English dialect could be a little vague towards attracting audience considering the widespread regional diversity we have. Also, the film could have been shorter versus the current duration,” he says.

Ad film-maker Harish Nair lauds the fact that the ad has already managed to garner such high impressions. He comments that while the duration could have been shorter, the casting, execution and music almost make up for it. “Considering the festive season being a time when most of the media channels are so cluttered, this ad does a reasonably good job with its great performances, perfect casting and is poised to touch the consumer’s heart just right,” he asserts.

Campaign video:

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