To amplify the launch of their upcoming flagship phone OnePlus 7, the Global Mobile Company OnePlus unravelled its disruptive marketing campaign and it comes with yet another great news. American actor Robert Downey Jr. is the latest brand ambassador that the company has taken onboard. OnePlus, in a very short span of time, has carved a niche audience for itself who are intellectually-ahead and who believe in the innovative nature of the brand. The campaign marks this milestone.
It also reinforces the brand’s positioning – ‘Never Settle’. The decision to associate with Robert Downey Jr. was made public very shortly after the new product series came into market.
OnePlus has always shown a great level of commitment to bring to its users and fandom the greatest possible specs at groundbreaking prices. The company henceforth rightly claims that it’s not throwing away money on getting the IP certification for water resistance for its phones. And still, with every upgrading generation of the brand’s phones getting more expensive. They didn’t stop there. Recruiting one of Hollywood’s most expensive personalities to just pose with its gadgets, OnePlus has taken the brand value at another level.
Robert Downey Jr.’s last film – Avengers Endgame – saw an 80-85 per cent occupancy of seats in Indian movie theatres, according to numbers released by Box Office India. To put that into perspective, the occupancy of the film Baahubali: The Conclusion, was in the 70 per cent range. Avengers Endgame had an aggressive marketing strategy before its release and within two weeks of its India release, it grossed nearly Rs. 400 crore at the box office. Baahubali: The Conclusion also crossed the Rs. 100 crore mark within three days of its release. Avengers Endgame broke that record as well by collecting nearly Rs. 157 crore during its opening weekend, as reported by the Economic Times.
OnePlus claimed that the campaign that features Robert Downey Jr. will be broadcasted across India and China, beginning with the OnePlus 7 Series. The company hopes that the association with Robert Downey is yet another feather in the cap for the growth story of the brand. Around 6 years ago, HTC recruited Robert Downey Jr. for $12 million to work for a 2-year long campaign.
Though the current agreement of OnePlus with the actor is bounded to the Asia region, he has definitely grown more expensive after delivering successful performances in the Avengers movies. Even the first trailer of Endgame covered his scenes only.
In China, this new venture between OnePlus and the Marvel actor has grown to be popular than speculated.
Previously, the brand ambassador was Amitabh Bachchan. The Indian actor is proudly known to never have settled in his career despite any hardships thrown in his way. Though he matched the philosophy of the brand, a youthful voice was missing that the brand portrayed through its products.
With Robert Downey, we guess that the whole character is now in line. We wish them a fruitful association.