Ad Campaigns
Oneplus shoots for the stars, puts Dolby Vision in every creator’s pocket
MUMBAI: Ever fancied yourself the next Scorsese but stuck filming cat videos? Good news! Oneplus is here to rescue you (and maybe even your bored feline) from cinematic obscurity. The smartphone giant is handing everyday creators a Hollywood upgrade with Dolby Vision technology, right on the sleek new Oneplus 13. Because who needs Spielberg when your phone can make your selfies look Oscar-worthy?
On 13 March 2025, Oneplus launched its snazzy new campaign, #ShootYourShort, encouraging storytellers, filmmakers, and content creators to flex their cinematic muscles using the impressive Dolby Vision features on the Oneplus 13.
To kickstart the fun, Oneplus roped in four award-winning directors—Maanvi Bedi, Sreemoyi Singh, Chattarpal Ninawane, and Mohammad Ali—to showcase their short films, shot entirely on Oneplus 13. These shorts capture the vibrant, colourful chaos of Holi, turning ordinary festival moments into visual masterpieces. Think vibrant colours, sharp contrasts, and emotional storytelling that could make even Tarantino raise an eyebrow.
“At Oneplus India, we are constantly pushing the boundaries of smartphone photography and videography,” said Oneplus India director of marketing Ishita Grover. “With #ShootYourShort, we are providing creators and our community an opportunity to explore their artistic vision using the power of Dolby Vision on the Oneplus 13. With Holi around the corner, this campaign celebrates the festival’s vibrant colors and emotions, bringing them to life with stunning picture quality. We are committed to delivering a cinema-grade experience in Dolby Vision that empowers professionals and enthusiasts alike to create visually stunning content with the Oneplus 13.”
Echoing this enthusiasm, Sameer Seth from Dolby Laboratories chimed in, “Dolby Vision has long been the imaging technology of choice for the world’s leading storytellers and device makers enabling them to deliver unparalleled visual experiences. With the Oneplus 13, we are excited to bring this content creation technology into the hands of everyday creators, empowering them to capture every detail with incredible contrast and lifelike colors. Dolby Vision ensures that every frame is optimized for brilliance and naturalness, allowing creators to push the boundaries of smartphone cinematography.” Translation: your Tiktok dances are about to get Oscar-level cinematography.
But the cinematic fun doesn’t stop there. Oneplus is inviting all creative minds (yes, even you binge-watchers) to join the #ShootYourShort challenge. Participants can submit their own cinematic mini-masterpieces inspired by a colour of their choice, highlighting the powerful capabilities of Oneplus 13’s Dolby Vision videography.
To sweeten the deal, the top three submissions will bask in glory (and bragging rights), proving that cinema magic truly fits into your pocket.
So, grab your Oneplus 13, say ‘action!’, and remember—even Spielberg had to start somewhere.
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.
