MAM
OnePlus unveils its campaign blurring between humans and nature
Mumbai: OnePlus, the global technology unveils its latest brand campaign, OnePlus aims to break boundaries and invite individuals to see the world through a new lens. Titled “Capture Beyond Boundaries” this captivating campaign is an ode to all the artists who relentlessly push boundaries, bridging the gap between humans and nature, and transforming the ordinary into the extraordinary. Through stunning visual storytelling and unparalleled camera capabilities on the OnePlus 11 5G, OnePlus invites everyone to embrace the limitless possibilities that lie within the intersection of art, technology, and nature.
“We believe in the inherent connection between humans and nature,” said a OnePlus Spokesperson. Commenting further, “Our goal with this campaign is to celebrate the artistic spirit that thrives in our world, and to inspire our community to explore and capture the beauty that surrounds us. With our powerful camera technology on the OnePlus 11 5G, we aim to redefine the way people perceive the world and ignite their creative potential”.
The “Capture Beyond Boundaries” campaign showcases the remarkable capabilities of OnePlus 11 5G, enabling users to capture breathtaking images leveraging the power of the third Generation Hasselblad Camera for Mobile, featuring Natural Colour Calibration with Hasselblad supported by a 13-channel multi-spectral sensor for light-colour identification. The OnePlus 11 5G also comes with a dedicated Hasselblad Portrait Mode to provide almost DSLR-like depth-tracking, natural bokeh, and light flare effects, helping users discover new perspectives.
To further engage its audience, OnePlus encourages participants to share their own interpretations of the campaign theme using the hashtag #CaptureBeyondBoundaries on social media platforms. By doing so, users will have a chance to be featured on OnePlus’ official social media channel, showcasing their unique perspective and creativity to a global audience. The best entries also stand a chance to win the all-new OnePlus 11 5G.
As part of the campaign, starting 16 May 2023 users can also avail special offers across channels.
Users looking to upgrade from their legacy OnePlus devices to the latest OnePlus 11 5G, can avail of an exchange offer of INR 5,000
Furthermore, users can also avail of EMI options of 12 months on the purchase of the OnePlus 11 5G, available across multiple banks
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
