Mobile brand OnePlus has rolled out its first brand campaign in India. Conceptualised by Orchard Advertising, the film looks to build on the brand's 'Never Settle' philosophy.
The film is made up of small stories and moments that show how people don't just settle for the best, but put that best to the test. A voice over challenges people to get the difference between good and great. It then claims that great isn't good enough, and urges people to give it another shot. The film ends with the brand message, 'Never Settle'.
Karan Sarin, head of marketing, 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.”
Vinod Eshwer, executive creative director, Orchard Advertising, said, “'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.”
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 and VP: Neha Contractor
Brand director: Priyanka Borah
Production house: Seventy Agency, Sweden
Executive producer: Jacob Fant
Producer: Petter Hansson
Editor: Camilo Altera