OnePlus India launched its “#OneMore” campaign last week, which is its first brand campaign in India. For this campaign, unlike conventional category approach, OnePlus isn't focusing on selling its products through this film. Rather, it's focusing on the brand’s “Never Settle” philosophy. The film is made up of many small stories and moments that convey the spirit of not settling for what exists. The film is held together by an inspiring narrative that is the anthem of OnePlus.
Commenting on the campaign launch, Karan Sarin, Head of Marketing at OnePlus, said “OnePlus started with a simple, bold idea: to make a better phone. But, not just a better phone – a better way of doing things. Our ‘Never Settle’ philosophy drives us to strive for the best and not rest till we've found it. We believe this ‘OnePlus’ spirit exists in all of us. While we may have achieved something, we still believe that we can do better. With this campaign, we want to send out our brand message and build that philosophical connect with our community and future users and get them to be part of the ‘Never Settle’ way of life.”
The campaign is conceptualised by Orchard Bengaluru, part of the Leo Burnett group, the film has been shot by well-known Stockholm headquartered Seventy Agency, which has previously worked on Google and IKEA amongst others.
Vinod Eshwer, Executive Creative Director, Orchard Advertising, added, “Never Settle comes out of divine discontent – the desire to endlessly improve by giving it one more shot. And one more. Because the best is always yet to come. The film was shot in Spain as the landscape offered a wide variety of locations that suited the situations. It lends much grace to the campaign, a touch of superiority, authenticity and perfection. The narrative will inspire young minds to simply be the best, thus symbolising what the brand stands for.”
A 90-second spot, that was launched on YouTube recently has already crossed 1 million views. Karan Sarin, added, “the campaign is intended to be ongoing, and could potentially air TV spots. Other media in the campaign include display ads, along with a social media hashtag #OneMore, where OnePlus will encourage users to take photos illustrating Never Settle spirit.”
Agency: Orchard Advertising
Executive Creative Directors: Vinod Eshwer, Neel Roy
Branch Head & VP: Neha Contractor
Brand Director: Priyanka Borah
Production House: Seventy Agency, Sweden
Executive Producer: Jacob Fant
Producer: Petter Hansson
Editor: Camilo Altera