Damyant Singh Khanoria on opting for a digital-only campaign for F21s Pro series

Just ahead of the Dussehra/ Durga Puja/ Diwali festive period, smartphone maker OPPO has rolled out its latest campaign – #BeautyInEverything. Featuring brand ambassador Varun Dhawan, the #BeautyInEverything is aimed at supporting the launch of OPPO’s new launch, the F21s Pro series.

Done by OPPO’s in-house team, the main premise of the campaign is the Microlens feature of the new phones that can turn the most mundane and unexpected objects into something more exciting and interesting. It gives one a whole new perspective that makes people see the #BeautyInEverything. The campaign takes this simple yet powerful idea and through humour, wit and camaraderie transforms it into fun and interesting pieces of content that shows you the #BeautyInEverything.

OPPO had previously launched campaigns with Varun Dhawan, such as #FlauntYourBest digital campaign to promote its F21 Pro series, targeted at the Gen Z. The campaign featured Varun’s friends planning a surprise pre-birthday party for him and lets fans being a part of his birthday bash.

The #BeautyInEverything campaign is targeted at the ‘youth who are curious explorers of the world and big consumers of digital content’. OPPO is primarily focussing on Digital for the campaign and has launched the ad film on Instagram. Given that there are around 518 million social media users in India, with a majority of the youth inclined towards capturing the moments of their lives through taking selfies, making videos, and in general perceiving the world through the lens of their phone camera, #BeautyInEverything is sure to strike a chord with the vibrant, lively, energetic, thoughtful youth of India.

Speaking to Adgully on the concept behind the campaign #BeautyInEverything, Damyant Singh Khanoria, Chief Marketing Officer, OPPO India, elaborated, “The F Series is committed to bringing the latest technology to the customers. #BeautyInEverything campaign is based on the Microlens feature that takes this simple yet powerful idea of beauty in everything and transforms it into fun and exciting pieces of content that firmly establish this new revolutionary camera feature. The Microlens can turn the most mundane and unexpected objects into something exciting and interesting. It gives you a whole new perspective that makes you see the #BeautyInEverything.”

Traditional macro cameras magnify subjects by about two times. The OPPO F21s Pro brings with it the segment’s first Microlens that enables users to discover the rich details of the micro-world around them with its 15x and 30x magnification capabilities.

Speaking further, Khanoria said, “The F Series has always been a popular phone segment among Indian consumers looking to get ahead in life. Given our target group of youth who are curious explorers of the world around them, and who are big consumers of digital content, we have leveraged on a digital only campaign for the F21s Pro series, that is primarily Instagram focused. We have also used a mix of other media, but to a lesser extent. Keeping this in mind, we designed the #BeautyInEverything campaign with Varun Dhawan, Maniesh Paul and Avneet Kaur.”  

Elaborating on the decision to leverage Digital for this campaign Khanoria said. “Influencer marketing and digital campaigns are critical for every brand’s success. It aids in the reinforcement of reputation, the development of credibility, and the acquisition of the audience’s confidence. Social media is the ideal instrument for cultivating devoted brand champions. It is clear from the consumption trends that digital ads help to increase brand awareness and goodwill, particularly among young people.”

“We at OPPO have always taken great pride in offering industry-leading technology that makes a significant difference in the lives of our customers. For F21s Pro, OPPO teamed up with actor Varun Dhawan for its latest campaign #BeautyInEverything. The campaign also features popular host and actor Maniesh Paul and social media star Avneet Kaur,” he added.

While stating that, “At OPPO, we create campaigns backed by consumer insights, hence we hope the consumers resonate with our campaign and appreciate it,” Khanoria further said, “OPPO’s philosophy has always been around empowering people by bringing industry leading technology to consumers. 2021 was a landmark year that witnessed a major change in the consumer consumption pattern across sectors. We saw consumers demanding more cutting-edge technology. In 2022, consumers prefer stylish, lightweight, durable smartphones with day-long battery life while still fitting into the pocket.”

He observed that the current generation also seeks a professional-grade photography/ videography experience at affordable prices which is what OPPO has tried to achieve with the F series although. “We targeted consumers looking to get ahead in life and want a sleek and fashionable design that represents their style. The F21s Pro series is another example of us meeting this expectation,” he added.

I have a keen interest in technology: Varun Dhawan

Adgully also caught up with Varun Dhawan, who spoke about associating with Brand OPPO, his interest in technology, his upcoming films and more.

How has your experience been of working on the #BeautyInEverything campaign? How has it been working with OPPO?

I loved working with OPPO on the #BeautyInEverything campaign. I have a keen interest in technology, and this is what excites me about OPPO. I get to see how the brand works to create smartphones that address issues that all of us face with our devices, whether it’s battery charging, or even camera technologies that help you click great pictures, regardless of your proficiency behind the lens.

Besides, it’s always a plus point that OPPO makes devices that are beautiful to hold and flaunt, and this works wonderfully with who I am, and my fans. The F21s Pro series is a great addition to the OPPOverse with its segment first Microlens, stylish design aesthetics, imaging capabilities and unmatched performance.

What are your upcoming brand associations?

I try to associate with the brands that I can relate with and those that match my personality. You will get to know about the same soon.

What are the projects that you are working on currently?

I am currently working on ‘Bhediya’ and ‘Bawaal’.

What are the big or small changes in your life since the pandemic?

This pandemic has had a huge impact on the entire human race. I want to give time to the more simple and beautiful things of life, like spending time with family, friends, swimming, playing a sport, shooting a film rather than wasting it on the Internet or worrying about the result of things that I do.