Mumbai, 23 June 2025 : In a
bid to build strong resonance with India’s youth, OPPO India teamed up with
Under 25, one of India’s leading youth-focused platforms to launch a culturally
sharp, community-driven campaign for its latest K Series smartphone.
Rooted in Gen Z’s love for raw,
relatable content, the campaign was built on three strong pillars:
participatory storytelling, creator-first content, and college culture. From
snackable Vox Pop interviews and trend-led reels influenced by viral trends and
gamified interactions on Under 25 App, the content series mirrored the way
young India discovers, discusses, and adopts tech.
Speaking on the
collaboration, Sushant Vashistha, Head of Product and Digital
Marketing, OPPO India, said, “The larger objective that we were looking
for was to tap into the spirit and pop-culture driven lifestyle of the youth,
blending cutting-edge technology message with the energy and vibe of our youth.
This is the first for OPPO wherein we have collaborated with a youth centric
platform like Under 25 to build in-roads into the Gen Z community. We wanted to
capture the thrill of creativity, expression and the relentless pursuit of
excellence of our youth–much like the OPPO K13 itself and this collaboration
has accelerated our effort as a Brand to connect with the youth.”
The campaign was amplified through
the Under 25 ecosystem which includes a network of student creators, the viral
Under 25 Dictionary IP, and the Under 25 App making the smartphone part of
everyday conversation among college students across India.
Jeel Gandhi, CEO, Under
25, said,“We were
thrilled to team up with OPPO and tap into what GenZ values most –
interactivity, authenticity and cultural fluency. Together we sparked real and
organic connects with the under 25 crowd through student generated content,
campus champs and mission based challenges on our app. The Oppo K13 is already
a hot topic, proving that community first marketing always wins.”
This digital-first approach helped
OPPO India create genuine cultural traction with its target audience, driving
relevance, relatability, and engagement across both metro and tier-2 markets.
With over 28 million views and 4%
engagement garnered organically, the campaign reinforced the idea that when you
speak Gen Z’s language and let them lead the conversation brand discovery
becomes a movement.
