Sushant Vasishta on integrating tech with compelling storytelling for Oppo Reno13

In an exclusive interaction with Adgully, Sushant Vasishta, Head of Product and Digital Marketing, OPPO India speaks at length about their recent campaign, “Live in the Moment”, featuring Siddhant Chaturvedi, Ishaan Khatter, and Vedang Raina, as well as the creative approach behind it. He also discusses the evolution of the consumer electronics industry in India over the past few years and how AI-powered features in the Reno13 enhance user experience, setting it apart from competitors.

What inspired the ‘Live in the Moment’ campaign, and how does it capture the essence of the Reno13 series?

At OPPO India, our customers are at the heart of everything we do. We seamlessly integrate technology with compelling storytelling to build a stronger, more meaningful connection with our audience, and ‘Live in the Moment’ reflects this philosophy.

The campaign brings to life the essence of brand Reno. It showcases how it is not just a smartphone, but an extension of your life, encouraging you to fully engage in experiences and create lasting memories with its AI-powered camera system, performance, and durability quotient. Through a series of long and short format videos featuring Siddhant Chaturvedi, Ishaan Khatter, and Vedang Raina, we have captured the vibrant spirit of today’s youth who embrace life with spontaneity, courage, and adventure. The trio embarks on a spontaneous road trip after a hectic meeting, playing football by the beach, enjoying a Flamenco-themed party night, and having fun at a beachside bar. The Reno13 Series is positioned as an integral AI companion that captures it all, celebrating the beauty of living in the moment.

To further strengthen our bond with the youth, we recreated the iconic moments from the classic ‘Zindagi Na Milegi Dobara’ with Reno13’s AI-powered camera features, like AI LivePhoto, AI Unblur, AI Reflection Remover, and Underwater photography mode. Just as the film inspired an entire generation to embrace life’s adventures, the Reno13 Series empowers today’s youth to capture those timeless experiences with unmatched clarity and creativity.

We are glad that the audience loved the vibe and made the campaign a big success.

What led to the decision to choose Siddhant Chaturvedi, Ishaan Khatter, and Vedang Raina as the faces of the campaign? How do they align with OPPO’s brand philosophy and values?

Siddhant Chaturvedi, Ishaan Khatter, and Vedang Raina perfectly embody the essence of OPPO India’s Live in the Moment campaign and the Reno13 Series – vibrant, dynamic, and full of creative expression.

As youth icons redefining success on their terms, they represent a generation that values creativity, self-expression, and individuality.

Their journey reflects OPPO’s brand philosophy of innovation and pushing boundaries. Through this campaign, we are celebrating a lifestyle where technology empowers you to capture, create, and truly live in every moment.

Could you share the creative approach behind the campaign? Did you associate with any agency?

We started by doing in-depth research with smartphone users to understand their lives, preferences, and aspirations more deeply. ‘Living in the moment’ was identified as one of the key values for this group.

We built on this core value further into a creative direction that revolved around a series of films that showcased this spirit via relatable slice-of-life scenarios, while also showcasing the role of Reno13 Series as an enabler and trusted companion to capture these moments with unmatched clarity and creativity.

Our creative partners Famous Innovations took on this direction and came up with a perfect creative vehicle to connect and inspire the audiences with ‘Zindagi Na Milegi Dobara’, and the response for this campaign is there for all to see.

How has the consumer electronics industry evolved in India over the past few years, particularly in the premium smartphone segment?

India has over a billion mobile phone users, and the penetration of premium smartphones, especially across smaller towns, has grown significantly. The big leap has come with AI and India’s young population is increasingly prioritising cutting-edge technology, AI features, seamless connectivity, and premium design, driving demand for high-performance and intelligent devices that enhance communication, productivity, and entertainment.

At OPPO India, we have closely observed this shift and brought products that cater to the evolving needs of these users. AI-driven features, advanced imaging capabilities, and enhanced durability have become key differentiators in the premium segment. With the Reno13 Series, we are bringing flagship-level AI capabilities to the mid-premium category, ensuring that more consumers can experience top-tier technology and AI experience without compromise. For instance, traveling and gaining new experiences are big among Indian customers and Reno13 Series brings features like underwater photography, AI Zoom capabilities, and a host of AI Photo editing tools such as AI Livephoto, AI Unblur, AI Reflection Remover, etc. As the industry evolves, we remain committed to delivering innovation that enhances everyday experiences and empowers users to truly Live in the Moment.

In what ways do AI-powered features in the Reno13 elevate the user experience and set it apart from competitors?

At OPPO India, we are committed to democratising access to advanced AI technologies, and the Reno Series has been a key driver in this mission. The Reno12 Series, launched in India in July 2024, marked a big leap in our AI efforts. It introduced the highest number of AI features in its price category, garnering huge interest with AI tools like the AI Eraser 2.0, AI Studio, and AI Recording Summary. The growing customer preference for our AI-driven products is reflected in the Q3 2024 IDC Quarterly Mobile Phone Tracker Report where OPPO registered the highest growth amongst the top 5 smartphone brands in India, driven by recent launches including the Reno12 Series.

The recently launched Reno13 Series marks a big shift in our AI efforts, delivering a comprehensive portfolio of flagship-level AI features in imaging, productivity, and performance, within its price range. In imaging, the Reno13 Series introduces AI-powered innovations such as AI LivePhoto, AI Clarity Enhancer, AI Unblur, AI Reflection Remover, AI Night Portrait, and AI Eraser 2.0, offering users enhanced creative control and precision. The addition of AI Portrait, AI Reimage, and AI Motion further empowers users to elevate their storytelling with tools that are intuitive and impactful. On the performance front, it features an innovative dual-chip configuration – comprising the MediaTek Dimensity 8350 and the SignalBoost X1 chipset – for superior performance, connectivity, and a lag-free experience. Moreover, AI productivity tools like AI Summary, and AI Rewrite, provide a smoother, more intuitive user experience.

Our goal is to identify user pain points and develop tailored solutions that address their needs. This allows us to create products that offer not just exceptional functionality, but also a seamless user experience.

Also Read: OPPO India celebrates the magic of ‘Zindagi Na Milegi Dobara’ with Reno13 Series