Brands
OnePlus’s #OneCelebration campaign crosses 45 mn views across platforms
Mumbai: Adding delight to its community, OnePlus, the global technology brand unveiled a wholesome festive campaign titled #OneCelebration, bringing together its community. This heartfelt campaign was conceptualized as a touching tribute to the essence of life, familial bonds, and the importance of staying connected.
The campaign has seen highly positive response from the community and larger audience, successfully crossing 45 million views across platforms. The videos have also garnered an overall reach of 88 million and has a highly impressive view rate of 55 per cent.
Conceptualised and driven in-house by the OnePlus team, the campaign was directed by Aneesh Malankar and produced by Supari Studios. The campaign featured emotionally resonant videos and visual content. The first video highlights a mother who is surprised by her children at the eve of Diwali as they reunite after long, and similarly the second video showcases a sister who finally meets her brother to celebrate together, transcending geographical barriers. The videos showcase how they receive the OnePlus 11 and Nord 3 respectively as they create cherished memories that last a lifetime, through the power of OnePlus technology. However, despite having the prized OnePlus products on them, their togetherness remains their most priceless experiences through it all.
Addressing the #OneCelebration marketing campaign, OnePlus India director of marketing Ishita Grover shared, “At OnePlus, we believe in the profound impact that technology can have on our lives, especially when it comes to strengthening the ties that bind us with our loved ones. Our latest campaign, #OneCelebration was a testament to the enduring spirit of life and the invaluable role our products play in enhancing these moments of connection and celebration.
The campaign showcased how OnePlus’ family of products continue to bring light and create warm memories in every home where OnePlus products arrive. There are a diverse range of products that we have to offer; and while these products paved way for many remarkable moments together this Diwali, the celebration for our community and their loved ones continued to remain as one.”
OnePlus also collaborated with Snapchat and introduced the unique portal lens for the first time in India with Augmented Reality (AR). The activity connected with young, mobile-savvy Indians living away from their homes during the festive season and provided them the opportunity to effectively utilize the AR portal lens to bring themselves closer to a personalized and heartfelt Diwali celebration. The AR portal lens allowed the users to express themselves through virtual festive decorations, illuminated lamps, virtual fireworks, and the comforting warmth of the festival. The AR lens activity also garnered an impressive rate of 28 million views, and performed incredibly well in terms of share rate, save rate as well as average camera play time.
The #OneCelebration campaign films have been available across YouTube, Instagram as well as X, formerly known as Twitter.
Brands
Flipkart completes reverse flip to India ahead of IPO
Walmart-owned e-commerce giant shifts domicile from Singapore to Bengaluru
MUMBAI: Flipkart has completed its restructuring to move its parent company from Singapore back to India, marking a key milestone as the Walmart-owned marketplace prepares for a potential initial public offering on Indian stock exchanges, ET reported, citing people aware of the matter.
The move, often referred to as a “reverse flip”, relocates the company’s legal home to India and aligns its corporate structure more closely with its largest market. It also clears an important regulatory step for Flipkart as it explores listing plans.
As part of the restructuring, several Singapore-based entities have been merged into Flipkart Internet Private Limited, which will now serve as the main holding company for the entire group.
The consolidation brings a number of major businesses directly under the Indian parent company. These include fashion platform Myntra, logistics arm Ekart, travel booking platform Cleartrip, healthcare marketplace Flipkart Health, and fintech venture Super.money.
Under the new structure, global investors including Walmart, Microsoft, SoftBank, and the Canada Pension Plan Investment Board will hold their stakes directly in the Indian entity rather than through an overseas holding company.
The redomiciliation required approval from the Indian government because Chinese technology company Tencent owns around a 5 to 6 per cent stake in Flipkart. Under Press Note 3, investments from countries sharing a land border with India require prior government clearance.
Flipkart had already secured approval from the National Company Law Tribunal in December. With the latest clearance from the central government, the company has now obtained all the regulatory approvals needed to complete the relocation, ET reported earlier.
Flipkart had originally shifted its holding structure to Singapore in 2011 to tap global capital more easily. However, as India’s capital markets have matured, several start-ups have begun returning their domiciles to the country ahead of public listings. Companies such as Razorpay, Groww, and Meesho have taken similar steps.
The company is now expected to move ahead with its IPO preparations and has begun early discussions with merchant bankers. According to people familiar with the matter, Flipkart could file its draft prospectus later this year, setting the stage for what may become one of the most closely watched listings in India’s e-commerce sector.
Flipkart has been majority-owned by Walmart since 2018, when the US retail giant acquired a 77 per cent stake in the company for $16 billion in one of the largest e-commerce deals globally.
