Brands
OPPO Initiates Rs 150 crore media pitch to reset strategy in Indian market
Smartphone giant seeks planning and buying partners for project-based campaigns
NEW DELHI: The Indian smartphone arena is about to get a little louder. OPPO has officially dialled into the market to find a new media partner, initiating a pitch for its India business valued at approximately Rs 150 crore.
According to media reports, the mandate is strictly focused on media planning and buying, leaving the creative side of the dial untouched. Interestingly, the brand seems to be moving away from the traditional long-term marriage of a retainer, opting instead for a project-based relationship. This “pay-as-you-go” model is becoming a popular ringtone for many smartphone manufacturers in India who prefer flexibility over long-term commitments.
This move comes as a bit of a surprise, arriving just over a year after OPPO India handed its integrated media keys to PHD India, an agency under the Omnicom Media Group umbrella. The decision to review so soon hints at a strategic reset, likely triggered by a fiercely competitive market where performance-driven marketing is now the name of the game.
While the media side is up for grabs, the creative department remains settled. OPPO recently chose RepIndia to spearhead its integrated creative mandate, tasking them with everything from social content to brand strategy.
The brand’s recent playbook has been heavy on celebrity shine and sporty flair. By leaning into digital platforms and collaborating with cricketers and content creators, OPPO has been working hard to capture the attention of Gen Z consumers.
The estimated Rs 150 crore budget is expected to be rolled out in strategic bursts. Rather than a steady stream of spending, the funds will likely be funnelled into high-impact television spots and digital blitzes during flagship launches and festive seasons. In the background, always-on influencer marketing will keep the brand humming.
As the pitch progresses, all eyes will be on which agency can offer the best reception for OPPO’s ambitious growth plans in one of the world’s most crowded mobile markets.
