Oppo was launching its new flagship phone with Ranbir, and we had to drum up a lot of buzz for it. Armed to the teeth with features, and at a price tag of Rs. 30K, we knew this phone offered so much, you would immediately crave an upgrade and would want to just fling your phone away. It was in every way, 'A Step Above.'

And, that's what we got our brand ambassador to do. 

We decided to lean in to Ranbir's quiet, 'pavam' image and show him lose his mind at a fan whose phone keeps hanging while asking for a selfie. Ranbir 'flips' literally and figuratively, and throws his phone away. We released this 'teaser' via paparazzi pages like Viral Bhayani, and then witnessed both mainstream and film presses lapping up the footage. His fans and critics/the boycott Bollywood gang kept arguing with each other.

A few hours later, we dropped the full film where we showed Ranbir throwing the fan's phone and gifting him the Oppo Reno 8T. A day later we launched the brand film which followed a similar pattern, Ranbir flaunting his new Oppo Reno 8T, and the crew around him just fling their phones in frustration.

Eventually meme pages and Twitter creators/Twelebs got in on the action.

To incentivise users to upgrade to the new Oppo phone, we brought in dash of personalisation/AI. For everyone who had an old Oppo phone, we had dealers/local sales network, reach out to them on WhatsApp, and tell them if they upgrade to new Oppo Reno 8T, they will get a personalised message from Ranbir Kapoor. 

Here's the full PCR for you data nerds.