When you think of a typical Diwali ad campaign, scenes of family members greeting one another, feeding each other sweetmeats, lighting diyas and creating rangolis might flash before your eyes. OnePlus’ Simply Diwali campaign has some of it, and none of it.
For Diwali this year, OnePlus launched an intriguing campaign that included print ads, whimsical radio excerpts, humorous video content and OOH activations. Let’s dive in!
First up, the #SimplyDiwali ad films
In a series of witty ad films, the technology brand pokes fun at festive campaigns that are conceptualised with the same, overused themes each year with the objective of enticing consumers. The films argue that while these slice-of-life scenes are all very relatable, they’re highly clichéd and have nothing to do with the product that’s being advertised most of the time.
The short, straight-to-the-point ads convey the message of the brand in an amusing and memorable way, standing out from the clutter of sappy ads that revolve around the same old themes.
Extending the thought to print, radio and outdoor
Even the print ads broke away from the conventions of how brands showcase their festive offers, with clean, sophisticated graphics that conveyed the message in a fuss-free manner.
In line with the same philosophy as the ad films, the copy of the print ads stated “Would you rather have an ad with a bunch of random people pretending to be a family and doing cliché festive things? Or just turn the page over? #SimplyDiwali,” followed by details of the brand’s festive offers.
To create multiple touchpoints and reach consumers across the country, OnePlus also turned to leading radio stations with some simple yet quirky communication. On the OOH front, the brand chose billboards in proximity with OnePlus’ Experience Stores to showcase products and offers that spoke for themselves while ‘skipping the drama’ this Diwali.
Vibing with the community
But of course, the campaign wasn’t just about calling out the clichés. The brand amplified festive spirit this year, but in a way that is truly unique. Leveraging the OnePlus community, it successfully spread joy, beauty, and good vibes through a social media contest.
Upon sharing images captured on their smartphones on social media with the hashtag #YourFestiveShot, users were able to have their photography featured on OnePlus billboards across the country. The shortlisted entries were displayed on dynamic billboards across Bangalore, Mumbai, Pune, Jaipur, Ahmedabad, Kolkata, and Hyderabad.
In no time, the hashtag #SimplyDiwali began trending on Twitter. Across OnePlus’ social media accounts on Facebook, Twitter, Instagram and YouTube, the campaign has racked up over 9.8 million impressions already – a testament to the quality of the campaign.
OnePlus’ Diwali campaign this year is one for the text books. A campaign brought to life based on relevant insights and executed to perfection. Kudos to the team behind the campaign!
