Zooming into the inner aspirations of target consumers

How does a smartphone brand differentiate itself in a barrage of competing brands? By offering a unique set of features, right? Of course, yes. The brand has to stand out with distinctive features, such as, for instance, 50-megapixel Hasselblad-tuned cameras, a long-lasting, high-density, and quick-charging silicon carbide battery, and advanced, native AI features.

But what if, to amplify its uniqueness, a brand also decides to target people who think and act differently? That’s the path chosen by Oppo for its latest ad campaign, ‘Find your bigger picture’, to promote its newest Find X8 series smartphones launched recently. Available on the OPPO e-store, Flipkart, and all mainline retail outlets, the models in this series are priced from INR 69,999 onwards.

Along with this launch, Oppo India also unveiled the ‘Find your bigger picture’ campaign featuring Milind Soman. It positions Find X8 and Find X8 Pro as the smartphones for those who prefer to break away from the conventions. It depicts Milind Soman while using Find X8 Pro’s AI Telescope Zoom to lock in a distant mountain peak he is determined to conquer—running barefoot, symbolically conveying his attitude of breaking away from the norm and yet shine.

A closer look

On first look, the campaign may appear to be one more celebrity-led marketing initiative. However, a closer examination uncovers the strategy where the brand is targeting that cohort of mid-to-senior-tier business executives who often defy the conventional norms and exhibit an inner strength to lead their lives their way.

According to Sushant Vashistha, head of digital marketing at OPPO India, a critical element of the campaign was the selection of the protagonist who aptly represented the Find X8 series brand ethos. “More than just having a popular face, we needed someone who brought authenticity to our narrative.” By selecting Milind Soman, Oppo wanted to showcase a personality with a real story—how his bold, unconventional choices have defined his successes in life, how that attitude sets him apart from the crowd, thus honouring and appealing to the inner aspirations of the target audience, who wish to act differently.

Sushant Vashistha, head of digital marketing, OPPO India

Milind Soman exemplifies the individual who has defied conventional wisdom throughout his life. His shift from an acting career to fitness, his advocacy for healthy living, his choice of running marathons barefoot, winning the Ironman title at 50, and becoming an author—all point to his penchant for unconventional methods driven by an inner calling.

According to Vashistha, the new smartphone series is targeted at those consumers who seek brands that stand out from the obvious choices—brands that align with their aspirations and offer more than regular options do. “They prefer flagship products that not only meet their high expectations but also distinguish them among their peers. For this audience, it’s more about the experiences that the product can enhance rather than just its features,” he said.

The key challenge for these individuals was that they found the present offerings in the market disproportionately priced relative to the value they delivered. They looked for products that were truly differentiated from the lot and still offered top-specs in terms of hardware and software, he explained.

Enlarging the picture

Aakash Desai, brand strategy, Talented, Oppo’s ad agency, illustrated the thought process behind the campaign story. He said that at the root of the creative process was an understanding of the changing needs of today’s consumers. The theme, ‘Find your bigger picture’ rose from acknowledging that consumers want technology that easily integrates into their lives, while also mirroring their inner ambitions. The approach shifted the focus from product features to the identity of the target audience, the story-peg being, OPPO’s Find X8 series smartphones are more than just devices—they are companions to inner personal exploration and growth.

Aakash Desai, brand strategy, Talented

Commenting on the mid-to-senior-tier professionals, the product’s target audience, Desai said, “Apart from seeking cutting-edge features and aesthetics, this audience is also drawn to the intangible value a phone adds to their identity. At the heart of the insight are the questions they ask themselves: how far have I come since my last purchase? What stage of life and career am I at, how do I want to define my personality and positioning for my next five-year growth plan?”

So while this target audience ‘zooms into’ the finer details of their personal lives and growth, they are doing so by ‘zooming out’ to define what that bigger picture a few years down the road would look like, according to Desai; hence the theme, ‘Find your bigger picture’.

Desai also described how the whole campaign-making changed due to selection of Milind Soman as the protagonist. “The moment we confirmed Milind Soman as the face for the project, we knew things were going to get exciting. He inspired the creative team to write a script so powerful that the production had to be pulled out of an originally expected studio setup. Instead, the team embarked on a challenging live-location shoot at Mumbai’s Sanjay Gandhi National Park—a choice that matched the grandeur and adventurous spirit of the campaign.”

A view from the sets

According to Ganesh Pareek, partner and executive producer at First December Films, the production house that executed the film project, the campaign’s theme inspired his team to create a metaphorical narrative that mirrored personal and professional growth. “The ascent in the story symbolises resilience and milestones, culminating in a reflective moment that tied the narrative together visually and emotionally,” Pareek explained.

Ganesh Pareek, partner and executive producer, First December Films

Given the physical, logistical, and operational challenges involved in shooting at a tough location, the film needed a great deal of project planning to stay on course with the schedule.

Stating that working with Milind Soman was an experience in itself, Pareek said, “His energy and dedication inspired the crew to push their limits, reinforcing the empowering context of the campaign. Despite the challenging terrain, his commitment to staying true to himself—running barefoot while the rest of us struggled with trekking shoes—brought a unique depth to the story.”

Commenting on the difficulties involved in shooting in the rugged topography, Desai of Talented recalled that the execution was no small feat. Over 200 crew members, including production, brand, and agency teams, joined forces to bring the vision to life. “With the support of production partners the team braved boulders, steep treks, and sweltering heat. Despite physical and logistical challenges, the crew’s determination was rewarded as the breathtaking visuals captured during the trek perfectly embodied the campaign’s theme,” he said.

Peering through the ‘telescope’

The campaign is released across various social media platforms including YouTube, Instagram, X, etc. The smartphone maker also plans to release sixty more films under the same theme.

Going forward, the smartphone brand plans to release 60 more films under the same theme, identifying individuals from various professions who have demonstrated an ability to swim against the tide. “To establish the core attitude and messaging, we are looking at bringing out real life stories by collaborating with real faces who are your mid-to-senior business executives from different corporate sectors,” said Sushant Vashistha of OPPO India.