OPPO's Diwali campaign puts a Smile on the face of the girl child

Emotional marketing campaigns, if well executed, are far more powerful than rational ones as they connect with the consumer well and touch a chord. Marketers, hence, try to create heart touching campaigns, expecting emotional triggers to be stimulated – leading to better brand image and higher tangible RoI.

On the flipside, ads that engage with consumers’ emotions subtly are not easy to create. While many brands try it – few succeed. OPPO did! With its Diwali campaign ‘Your Best Diwali Gift’ starring the recently launched OPPO F9 Pro Starry Purple.

The campaign, on one side has a beautiful mother – adopted daughter story going, and on the other highlights the joy of sharing with the underprivileged.  Both the elements are beautifully integrated in a captivating story. For the entire four-and-a-half-minute video – one is completely engaged as is deserving of well created short format entertainment video. The brand placement is none obtrusive, and still succeeds in conveying an impactful message, “5-minute charge, 2-hour talk.”

The video not only succeeds in creating an emotional connect with the audience but also gently nudges viewers to do something for less privileged. Here goes the storyline: A young girl, played by Kiara, is engaged in Diwali preparations with her family, while the mother is overwhelmed with emotions as the family advices her to tell the daughter that she is an adopted child. Cut to the girl visiting the orphanage which her family visits with gifts every Diwali. The story reaches its beautiful climax as the girl gently tells her family that she is aware of being an adopted child and that she just visited the orphanage they adopted her from. She thanks them for being there for her, specially her mother and gifts her an OPPO F9 Pro.

Will Yang, Brand Director, OPPO India, states, “Festivals in India are an exciting time where families and friends reconnect and bond over gifts, lights and sweets. At OPPO, we want to make this experience joyous for all our consumers and are delighted to launch our Diwali campaign. With this campaign, we aim to do our bit and spread happiness amongst the community. We are thankful to Smile Foundation to be our partner in achieving the same.”

Under the campaign executed both offline and online, OPPO partnered with the Smile Foundation, an NGO that works for the welfare of children, their families, and the community. It donated INR 10 lakh for a noble cause - providing support for underprivileged children’s health - with a special focus on the girl child.

To further enhance consumer engagement, a beautiful product experience zone in the shape of a giant gift box was set up at Pacific Mall, New Delhi. It enabled consumers to experience the OPPO F9 Pro and light a lamp. Visitors who lit the lamp at the zone contributed towards the noble cause and did their bit in bringing a smile on an innocent child’s face.  

The campaign positions the F9 Pro Starry Purple with its charming design as the best Diwali gift this season of gifting. Yang expresses, “We are focused towards offering our consumers the best of technology, art and innovation this Diwali and believe the F9 Pro Starry Purple will become the best Diwali Gift this year.”

Coming back to the video, it tugs at the heart, keeps the audience engaged and sends across the brand message in a subtle but effective manner. Credit for weaving it all together in an intriguing story goes to Havas India, which designed the beautiful digital campaign, director Mohit Suri, protagonist Kiara Advani and the actors in supporting roles. Of course, OPPO F9 Pro is the key attraction.

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