MUMBAI: OnePlus India has teamed up with Terribly Tiny Tales to launch Not Once more, a six-episode Instagram micro-drama designed to introduce the brand new OnePlus Nord 6 and OnePlus Nord CE6 Lite via storytelling as a substitute of conventional promoting.
The collection follows Raghav, a university scholar trapped in a recurring home occasion time loop the place each try to repair occasions solely deepens the thriller. Constructed with gaming-inspired visuals, Gen Z humour and thriller-style pacing, your complete collection runs for below 12 minutes.
Somewhat than positioning the smartphones via feature-heavy commercials, OnePlus India has built-in the gadgets straight into the storyline, making them a part of the protagonist’s on a regular basis life.
Talking in regards to the collaboration, OnePlus India director of promoting Ishita Grover mentioned the marketing campaign displays altering viewers behaviour.
She mentioned, “Incomes consideration is on the coronary heart of significant engagement at the moment. With Not Once more, we wished to maneuver past standard promoting and create one thing folks would genuinely select to look at.”
She added that the telephones had been embedded naturally into the story as a result of trendy shoppers expertise know-how as a part of each day life somewhat than as standalone merchandise.
For Terribly Tiny Tales, identified for its short-form storytelling format, the undertaking represents a rising shift in the direction of entertainment-led branded content material.
Talking in regards to the collection, Terribly Tiny Tales CEO Anuj Gosalia mentioned, “Quick tales don’t imply small affect. With Not Once more, we’ve taken all the pieces we perceive about consideration, emotion and storytelling, and pushed it right into a format that’s constructed for at the moment’s viewers.”
The collaboration arrives at a time when youthful viewers are more and more tuning out standard ads in favour of content material that feels extra genuine, immersive and entertainment-driven.
The collection premiered on Instagram on Might 3 throughout the official pages of OnePlus India and Terribly Tiny Tales, with episodes launched each day main as much as the smartphone launch finale on Might 7.
With Not Once more, the manufacturers are betting that within the battle for consideration spans, a gripping plot twist may go higher than a gross sales pitch.