OnePlus Teams Up With Himesh Reshammiya for N6 Launch, Targets Gen Z
OnePlus has partnered with Himesh Reshammiya for the launch of the OnePlus N6, using a nostalgia-driven campaign aimed at engaging Gen Z audiences.
SociapaHQ
Global technology brand OnePlus has partnered with music icon Himesh Reshammiya to launch the new OnePlus N6, unveiling a marketing campaign that blends humour, nostalgia and internet culture to connect with younger audiences.
Built around the concept of a "missing N," the campaign features a podcast-style interaction between Himesh Reshammiya and a Gen Z host, where the singer attempts to navigate a conversation without using the letter "N." The humorous exchanges, lyric references and nostalgic callbacks culminate in the reveal of the OnePlus N6.
According to OnePlus, the campaign was designed to bridge generations while appealing to digitally engaged consumers through a light-hearted storytelling approach.
The company said Himesh Reshammiya was chosen for his cross-generational appeal. While his music continues to resonate with long-time listeners, his songs, dialogues and viral moments have found renewed popularity across memes, reels and social media, making him a familiar figure among Gen Z audiences.
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Gen Z Campaign:
OnePlus said the campaign has generated over 2.1 million views and 341,000 engagements on Instagram, delivering an engagement rate by reach of 23 percent.
The campaign also highlights the features of the OnePlus N6, which comes with an 8,000mAh battery, 45W SUPERVOOC fast charging, IP65-rated protection and a 120Hz display. The company said the smartphone is designed to meet the everyday needs of users with a focus on battery life and smooth performance.
Commenting on the collaboration, Himesh Reshammiya said the campaign's simple and humorous concept made the partnership appealing. He added that it was encouraging to see audiences actively engaging with the campaign and making it their own.
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Ishita Grover, Head of Marketing at OnePlus India, said the company wanted to create a launch campaign that would genuinely capture Gen Z's attention rather than simply follow trends. She said Himesh Reshammiya's renewed popularity among younger audiences made him a natural choice, while the "missing N" concept allowed the brand to combine humour and nostalgia to introduce the OnePlus N6 in an engaging way.
