Ad Campaigns
OnePlus launches “Before They Fade Away” campaign to capture moments and wonders of life
Mumbai: OnePlus is on a mission of using technology for a better life and innovating for a sustainable future. The brand’s latest effort is the multi-chapter “Before They Fade Away” campaign to drive attention to the less visible, inspiring all to cherish the world we live in.
Explore the Wonders of Nature
In the first chapter of the “Before They Fade Away” campaign, OnePlus worked with adventure and landscape photographer Brayden Hall to unveil in front of the public the imminent threats to plant biodiversity.
In February 2023, Hall journeyed over 2,500 miles through the wild west in the United States with his partner Chelsea Mealo and adventurous pup Ranger. From the magical Columbia River Gorge and the other-worldly land of Mount Shasta, to the iconic Oregon Coast and the wildflower blooms along the beaches of California, the trio road-tripped in a campervan from Seattle Washington to California in search of various plants – before they perished.
Unlike the decline of the emblematic animals, the anonymity and ordinary appearance of the rare, often vulnerable plant species mean that they are often ignored and forgotten. Unbeknown to most, two in five of the world’s plant species are on the brink of extinction*. Habitat loss is the biggest hazard to plant biodiversity. Sadly, people hardly notice they are disappearing.
This startling fact prompted OnePlus to acknowledge the importance and urgency to celebrate these extraordinary plant species, and share the amazing stories that the world should hear.
The Untold Stories of the Incredible World of Plants
Travelled with OnePlus’ latest flagship smartphone, the OnePlus 11 5G, Hall captured the fleeting beauty of the awe-inspiring nature world through the phone lens, and shined spotlight on two vulnerable plants including –
Coastal Redwoods (Sequoia sempervirens) is one of the most amazing species in the world due to its sturdy, robust, and vigorous trunk. Dubbed the world’s tallest tree species, Coastal Redwoods reach up to 380 feet in height and 29 feet in diameter. They are commonly found in humid coastal areas alongside the Pacific Ocean of North America, before 96 percent of them had been lost to logging, the unprecedented climate challenges have also lowered the odds of their survival. Coastal Redwoods is also a long-lived organism, it can live up to 2,000 years. Some of them living today were alive during the time of the Roman Empire. This gives it the outstanding capability of storing carbon dioxide. Research findings suggest that Coastal Redwoods store more carbon dioxide per acre than any other trees in the world due to its longevity.
Bishop Pine (Pinus muricata) is mainly found in relict stands along the coast of California. Bishop Pine has been assessed for the IUCN Red List of threatened species. The reason for its decline is not clear, but according to research conducted by botanical scholars, the absence of wildfire might be a factor, due the surprising fact that Bishop Pine is a fire dependent and late-maturing species. Cones are produced every year but they remain closed, until opened by fire or strong heat, they then release seeds and disperse onto the newly-burned ground where they germinate.
Hall’s adventure did not only lead him to other beautiful native plants, it also instilled in him a sense of urgency on the importance of conservation. All of the other plants, be they endangered or not, are essential to maintaining a balanced and thriving eco-system.
Field Mustard taken by OnePlus 11 Portrait Mode
A Heart of Green
OnePlus envisions to be “a healthy company that endures”. It has been walking the walk, and forging sustainability progress over the years.
In addition to environmental-friendly packaging and complimentary system updates to extend the product life cycle, OnePlus has also partnered with climate action organization Ecologi and pledged to plant a tree in a dedicated forest area across the world for every OnePlus device returned, thereby encouraging users to recycle and minimize tech waste.
This current chapter of the “Before They Fade Away” campaign brings a new perspective to consumers as OnePlus continues its sustainability effort. The company is committed to making a positive impact in the world we live in, while moving toward a more sustainable operation.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
