What has been the market-winning formula for OnePlus?
The smartphone brand has cleverly designed its marketing strategy and restrained from spending big on advertising, thus passing on the cost benefits to customers, say experts
Smartphone major OnePlus made an entry in the Indian market four years ago and it has now achieved the status of a disruptor, thanks to its marketing strategy, say experts.
In the last four years, OnePlus has launched one phone every year unlike other smartphone brands who have unveiled at least 4 to 5 products in a year.
OnePlus’ marketing strategy has never been to not get restricted to one mode. The company has managed to create a community of engaged and loyal consumers with a steady mix of content.
In the beginning, the brand banked on the ‘Word of Mouth’ strategy for Indian users, which most brands don’t consider right due to the cluttered environment. When the company began its operations, it came with a unique invite-only strategy, which wasn’t heard in the market before. At a time when brands spend heavily on their entry into a new market, OnePlus discarded traditional advertising mediums. The idea was clear: restrain expenditure on advertising and give the cost benefit to customers.
The brand has always said that it spends wisely on marketing. In 2017, the brand roped in Amitabh Bachchan as its ambassador and created speculations that the brand might spend big on TV ultimately, making the cost of the product higher. However, even after signing Bachhan, the brand kept the marketing cost to a minimum and focused on digital mediums. Recently, they brought in Robert Downey Jr as the new ambassador for the brand.
According to Shishir Mahendrakar, a Senior Strategist at AliveNow, a creative tech agency, “For a smartphone brand, it's a straight out win because of the penetration such celebrities bring to the brand just with their sheer popularity. Bachchan brought the phone to the masses and humanised the brand. Now Robert Downey Jr, is doing the same. This has lend a lot of celebrity status to OnePlus.”
Last year in an interview, Vikas Agarwal, General Manager of OnePlus India said, “We are still conservative about how we utilise our market resources.”
Well, in the last one year the brand has focused effectively on digital media, especially with the influencer community. Last year, during the OnePlus 6 launch, the brand partnered with various influencers to create a buzz, which helped the brand reach their TG directly. The brand has never bombarded the audiences with too many ads and campaigns.
Brand Expert N Chandramouli says: “The influencer-based strategy is directly beneficial as it is the source of research for many new phone buyers. Their consumer insights are well researched and applied.”
Besides this, OnePlus seems to be adopting another method of marketing and has partnered with major Global brands to stay relevant among the audience. Netflix, National Geographic, McLaren Luxury and Avengers are few examples on their association list. How does it help the brand to rise on such appeals? We asked industry experts.
Saurabh Uboweja International Brand Expert and CEO Brands of Desire, says, “The brand is constantly looking to amplify its narrative around its star product features. Instead of relying on direct communication, they have been leveraging these premium associations to drive brand salience and aspiration effectively.”
Mahendrakar states that such collaborations are not new to the industry. “As the consumption of OTT content on phones has increased to almost 50% of total consumption, a brand like OnePlus collaborating with Netflix makes a lot of appeal to the product itself during a launch.”
“OnePlus lives its tenet of 'Never Settle' and through that also unsettles the market with its approach. It has made a mark in the premium phones category and with these tie-ups, it has upped the ante again as they have the potential to be game-changers for the brand as also for the industry,” said Chandramouli.
Mahendrakar agrees that OnePlus marketing strategy has changed a lot with adoption of new methods. “They are exploring new and innovative ideas, especially on the digital front in order to add value to their campaigns. Innovative marketing tech is the way forward for all brands today and OnePlus is utilising this aspect very well. As a result, creative digital technology is a part of their strategy for every campaign and it is evident from their recent executions new and emerging fields like Facebook AR.”
OnePlus wants to focus on the premium segment and that is reflecting clearly in the choices. “As a brand grows, you tend to become growth-oriented and lose focus of your identity. OnePlus has chosen to stay consistent to its positioning and identity. Their new marketing strategy reflects that,” Uboweja concluded.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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