OnePlus dials into the mass market with Bachchan as brand ambassador

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

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 make the transition from