Campaign: The Journey
Brand: OnePlus 3
Company: OnePlus India
The film narrates the story of Rohit, who is all set to spend Diwali with his girlfriend’s family, meeting them for the first time. The story unwinds with Rohit en route and as the bus winds through the scenic roads of Ladakh towards his final destination, he witnesses a heartwarming scene that changes his mind and sets him towards another destination — his own waiting mother’s doorstep. The film ends with him at his mother’s house video chatting with his girlfriend’s family, thereby fulfilling both his duties.
Earlier this year, Chinese mobile brand OnePlus launched its first TVC in India based on its global thought — Never Settle, to showcase its position as a smartphone player and to capture a fair share of the Indian market.
OnePlus, which is credited with its unique marketing strategy of ‘invite only’, has launched a four-minute digital film to celebrate the spirit of Diwali. Progressing from its earlier theme of Never Settle, this one, called The Journey, celebrates the essence of homecoming on a festival. Says Vikas Agarwal, general manager, OnePlus India, “These days, not everyone has the patience to sit through an ad. A short film is a good way of communicating a message in a short time frame.”
The film, which is being aired on online platforms (Facebook, Twitter and YouTube), is about how a boy going to meet his girlfriend changes his mind midway emphasising the fact that Diwali is about family. It has almost everything going for it — good actors, picturesque scenery and a decent storyline. But somewhere down the line, it loses the viewer’s interest midway because of its length and some lazily put together sequences that could have been done away with as they add nothing to the narrative. For instance, the scene between a child and his mother is too long and could have been conveyed in just a single shot. Having said that, the end does get intriguing as one doesn’t know on whose door is Rohit knocking — his girlfriend’s or his mother’s.
True, that festive season advertising is all about celebrations and family time, but the film misses out on sending a clear brand message — is it about phone features like dash charging or camera/video quality or is it only about family togetherness and the role of the phone therein? In its attempt to pull on emotional strings, the core messaging is definitely lost. Maybe the brand should have stood true to its way of marketing rather than following the oft treaded path of run-of-the-mill advertising.