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OnePlus dials into the mass market with Bachchan as brand ambassador

Chinese phone maker moves away from its digital-only ad strategy

Urvi Malvania  |  Mumbai 

When OnePlus signed Amitabh Bachchan as brand ambassador, there was little doubt that the Chinese phone maker would  jog down the beaten track with high pitched television and hoardings-led campaigns, just like other smartphone brands. The first ads are out and OnePlus has played to the script so far, swinging sharply away from its early days of a digital-only promotional strategy and referrral purchases. While the company says that this is the best way to tap into the potential of the 25-million-plus smartphone market in India (IDC, Q4 2016), experts ask whether this will help OnePlus ...

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