Oneplus India’s 12 and 12R recently hit the shelves and now they plan to launch a limited edition of the same series inspired by video game Genshin Impact. This coincides with the brand’s ‘Never Settle’ campaign completing 10 years. 

e4m caught up with Ishita Grover, Director of Marketing, OnePlus India, for a conversation about the campaign, the brand’s marketing strategy and more. “It is the very “Never Settle” spirit that has led OnePlus to remain user-centric, focusing on our user community’s needs and interests at the core of all our efforts.”

“Never Settle mantra is also a way of life for many in our community. Our community comprises several creators and dreamers, and primarily trend-setters, rather than trend followers,” she added.

As per Grover, the OnePlus campaigns and initiatives also cater to the avid interests of their community, which allows them to personally engage with community members and remain open to their direct feedback on Oneplus and its product experiences.

When it comes to the Nord model, the brand sees it as a young, fresh addition, which is why, Grover feels, in the Nord campaigns, they are open to being a little more experimental and are often exploring new, refreshing formats of creativity such as animation and stop motion, which also perfectly caters to the Nord users which has a younger, quirky audience. 

“Our animated film, “Thunder and Lightning”, presented a story that puts products in the forefront, metaphorically, through characters that can be strongly associated with the phone itself where the intent was to call out the differences between two devices, namely the Nord 3 and Nord CE3,” she added.

But, in a nutshell what are Oneplus campaigns trying to convey? 

“Most of our marketing strategies often emphasize the unique features and benefits of each of our products across flagship, Nord and IOT categories, and are focused towards distinguishing these products in the market. Whether it's the camera capabilities, processing power, or design aesthetics, we highlight what sets our products apart,” shared Grover.

OnePlus has always been more focused on consumer needs as opposed to trends and we aim to provide the best possible user experience to the community, said the executive.

“2024 will be no different as we will continue to keep our community’s interest at the heart of all our efforts.”