We aim to associate with properties that fuel passion points of our TG: Sumit Walia, OPPO

Sumit Walia, VP, Product & Marketing, OPPO India, talks about the association with the Sunburn Festival, their Q3 numbers, growing market share and more

e4m by Tasmayee Laha Roy
Updated: Dec 2, 2019 8:34 AM


Sumit Walia Oppo

At a time when most handset makers are associating themselves with sporting events, OPPO has become the Title Sponsor to the annual music festival in Goa, Sunburn. Sumit Walia, VP, Product and Marketing, OPPO India, tells exchange4media that this is a step taken to stay visible amongst their TG which, Millenials. Walia talks about their Q3 numbers, growing market share and much more.

Edited excerpts:

Tell us about your association with the Sunburn Festival. Why did you think of sponsoring a music event?

As a leading global smartphone brand, we constantly strive to associate ourselves with properties that reverberate with the heart and soul of the young audience and highlight OPPO’s youthful brand ethos. We thrive on consumer engagement and to that end, we are always on the lookout for creating interesting touchpoints for our consumers. Music is one such powerful tool that brings people together and helps connect better with the millennials at an emotional level. Our aim is to associate with properties that fuel the passion points of these millennials and offer them a premium experience. I believe live music experiences forge lasting bonds and OPPO Sunburn Goa 2019 is a platform that is opening doors for us to integrate a global or premium experience.

How do you think the collaboration will help build your brand in the country?

OPPO, being a global smartphone brand, keeps millennials at the core of their marketing strategy. I believe millennials connect better with brands that inspire them and give them the freedom of self-expression. OPPO harbours the principle to nurture dreams and provide millennials with an opportunity to explore and validate their ideas. Our association with Sunburn is not just limited to the music festival but extends to the first of its kind OPPOxSunburn Campus DJ Hunt competition. With this competition, we are extending a global platform for one lucky winner to share the stage with renowned international artists like Martin Garrix, Chainsmokers, DJ Snake and perform live at OPPO Sunburn Festival 2019. When you look at what brings music fans together, it’s that shared passion that really creates a sense of community. With this partnership, OPPO wants to be a part of this community and showcase its creative and vibrant brand ideology. Also, with technology advancements, there is an inherent need among millennials to have a tangible interaction with their favourite artists. OPPO plans to leverage this by together being a part of this experience.

Mobile brands have always had a fancy for sporting events. Are you also in the same league or does music work better for you to connect with your TG?

We follow a consumer-first approach and keep them at the core of all our marketing strategies. Our consumer-focused marketing strategy for the Indian market has played a key role in helping OPPO become a household name and rank among the top 5 smartphone brands in the country. Therefore, we have now built a strong pedigree of partnerships in both sports and entertainment by understanding the pulse of the consumers. The idea to partner with any property is to leverage its follower base with an aim to increase consumer engagement as well as create a brand connect. Partnerships with properties like these serve as an ideal platform par excellence for brands to connect with its target audience and expand customer base. At OPPO, we aim to strengthen our brand connect through Cricket, mobile gaming, Bollywood, Photography and music which happens to be major passion points for the Indian audience.

Other than these collaborations tell us about the new marketing strategies you are looking at to reach out to buyers in the lull phase that the economy is in?

We have seen an astounding 92.3% growth in Q3 2019 and as per the recent IDC report, we have gained market share to reach 11.8%. To sustain this growth in the coming year, our key focus areas would be the development of differentiated form factors and meaningful innovation for all while delivering a premium experience to consumers. All our marketing objectives and partnerships across various properties and platforms are aimed to reach out to our potential target audience and build the brand connect through deep integrations. Our marketing associations aim at fueling the core needs of millennials to follow their passion. OPPO Sunburn DJ Campus Hunt is also an effort in this direction. OPPO has always remained committed to bringing unforgettable experiences for its consumers that go beyond our product offerings and will continue to do so in the near future.

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