Campaign India Team
Oct 18, 2016

OnePlus demos 'Dash charging' amidst emotional Diwali 'Journey'

Watch the ad film conceptualised by OnePlus' in-house team here

Smartphone brand OnePlus has launched an online film ahead of Diwali. The film has been conceptualised in-house by OnePlus.
 
The film features Bollywood actor Amit Sadh as the protagonist. He's on the phone with his girlfriend, who is expecting him at her parents' home, to introduce him to her family during Diwali. Finding all flights and trains full, he is about to take a bus. Soon, he receives a call from his mother, who is also keen that he gets home the next day for Diwali. Sadh tells her that he won't be able to because of some urgent work that has come up. The disappointed lady tells him that his father misses him a lot. 
 
Hanging up, Sadh requests a man running a tea stall by his bus, due to leave in 30 minutes, to charge his phone. The vendor is surprised to hear that it will get enough charge for a day in just 30 minutes. The next morning, as the bus stops for a break, Sadh notices a child playing his mother. Just then his mother calls. She tells him that since it's Diwali, he should wear new clothes in the evening and should light lamps too, making him nostalgic. 
 
The bus journey continues. When Sadh reaches his destination, it is revealed that he has not gone over to his girlfriend's town, but his own. When his disappointed girlfriend calls, he explains to her on a video call that rather than him visiting alone, he decided to introduce both their families to each other. The film ends with the girl's family in a frame, and Sadh and his mother on the other. OnePlus signs off with the message, 'Dash charge your happiness'. 
 
Vikas Agarwal, general manager – India, OnePlus, said, "This Diwali, we are happy to connect with our community in a refreshing way. OnePlus has always looked at innovative ways to connect with the community. This festive season, we decided to take the road less traveled and created a short film for our fans, which is a first for OnePlus in India."
 
Anshul Sushil, co-founder and CEO, BoringBrands, said, ‘Diwali is a time of joy, celebrations and heart-warming campaigns. It is also an extremely crucial time for brands to go all out to vie for the consumer’s attention and wallet – a phenomenon intensified by the evolution of Digital. However, our intent with this film was to go beyond delivering a standard brand promise. We wanted to shape new conversations with consumers around this festival, and also give audiences a story that was entertaining and engaging – powerful content that not just moves them, but does so while effectively establishing the brand connect and communicating the message."
 
(Amended at 11:20 am on 21 October to state that the in-house team at OnePlus conceptualised the video, following a clarification from the brand. BoringBrands has produced the film.)
 
 
Source:
Campaign India

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