Repositioning OPPO India From “Another Chinese Phone” to a Category Leader

SERVICES

Brand Repositioning & Category Elevation

Market Leadership Transformation

Strategic Brand Acceleration

Perception Shift & Market Advancement

Category Leadership Strategy

Overview

India’s smartphone market is one of the most competitive globally, dominated by established Korean players and aggressive Chinese entrants.

At the time, OPPO was perceived as “just another Chinese phone” , a mid-tier brand lacking strong differentiation in consumer consideration.

The mandate was clear: Move OPPO from a crowded mid-tier position to a Top 5 brand in India, while redefining its perception as a global innovation-led technology leader.

This required not incremental visibility but structural brand repositioning.

Strategy

The approach centered on Creator-First Digital PR at Scale, transforming product communication into culturally relevant, high-impact storytelling.

Creator Seeding

Partnered with top creators across tech, lifestyle, and travel to organically document factory visits, product milestones, and launches — building credibility through trusted voices.

Global Storytelling at Scale

Converted factory visits, innovation showcases, and global launches into compelling, shareable digital narratives that reframed OPPO as a serious technology brand.

Multi-Platform Digital PR Amplification

Simultaneously activated Twitter (X), YouTube, Instagram, and tech portals to maximize reach, conversation velocity, and sustained visibility.

Performance-Led Targets

The objective was category advancement — not just impressions. Success was measured against market ranking, engagement rates, and share of conversation.

Strategy Strategy

Key Moments

Campus Launch Activation (Week 1)

  • On-ground launch event
  • Teaser-led digital rollout
  • Real-time social amplification

Factory & Innovation Storytelling (Weeks 2–4)

  • Large-scale creator integration
  • Behind-the-scenes factory narratives
  • Global product launch amplification
  • Multi-platform PR push

Social Momentum Breakthrough

  • “OPPO” trended across Twitter and major tech platforms
  • Viral product moments converted into high-engagement discussions

RESULTS

4×

Increase in brand mentions

2×

Engagement rate uplift across YouTube, Instagram, and Twitter

10×

Growth in PR reach driven by creator-led storytelling

8×

Significant improvement in innovation perception

IMPACT

OPPO successfully transitioned from being perceived as “just another Chinese phone” to a credible global technology leader in India.

  • Factory visits became proof points of innovation.
  • Product launches became viral cultural moments.
  • Digital PR evolved into a scalable brand-building engine.

The campaign did not simply increase awareness — it shifted category positioning and accelerated market ascent.

Ball Animation Globe

info@thehustlercollective.com

QUICK LINKS

LOCATIONS

INDIA

I-36, Jangpura Extension,
New Delhi-110014 +91 9643988267

Z-28/1, Naraina,
New Delhi-110028 +91 9821431420

INDONESIA

Kompleks Bea Cukai Jl. K. Palembang no.
20, East-Jakarta 13430 +62 81315820909