OnePlus, the global consumer technology brand known for its flagship smartphones and expanding connected device ecosystem, has launched a new brand campaign in India titled Power On. Limits Off to mark twelve years in the country. The initiative introduces a refreshed identity for OnePlus in one of its fastest-growing and most strategically important markets.
As part of the campaign, OnePlus has signed six high-impact Indian performers as brand ambassadors. The line-up features India cricket team fast bowler Jasprit Bumrah, India women’s cricket team vice-captain Smriti Mandhana, esports athlete Jonathan Amaral, singer and songwriter Armaan Malik, Formula Two driver Kush Maini, and actor Nitanshi Goel. The group spans sport, gaming, music, motorsport, and entertainment, signalling the brand’s effort to expand its cultural presence in India.
OnePlus said the ambassadors embody its performance-first philosophy and will serve as the new collective voice of the brand in India. Their association is tied to a six-part film series that anchors the Power On. Limits Off narrative. Each film highlights a different facet of power, precision, and control, aligning with the capabilities of upcoming OnePlus devices, including the OnePlus 15R.
Speaking on the partnership and the “Power On. Limits Off” campaign, Ishita Grover, Director of Marketing at OnePlus India, said, “Marking OnePlus’ 12th anniversary in India, we’re proud to announce onboarding of Jasprit Bumrah, Smriti Mandhana, Jonathan, Armaan Malik, Kush Maini, and Nitanshi Goel as our brand ambassadors. Blending sport, art, and cutting-edge technology, our ambassadors reflect and intricately tie to our performance-first approach. We are certain that this collaboration will be well-received by our community.”
Jasprit Bumrah added, “Pushing limits is a quiet journey that involves challenging yourself to be better. It is about showing up every day, trusting the work, having a solid work ethic and rising stronger.” He adds, “I’m glad to partner with OnePlus to celebrate that true Never Settle spirit as evolution is the only constant in a dynamic universe.”
The campaign explores the inner dialogue of individuals who push boundaries through evolution rather than endurance. It has been conceptualised by OnePlus’ in-house creative team and produced by Kameron, a Helsinki-based production house.
OnePlus entered the Indian market in 2014 and grew from an enthusiast-led brand to a mainstream premium competitor to Apple and Samsung. Its twelve-year milestone arrives as the company expands its ecosystem of smartphones, tablets, wearables, televisions, and audio products, while continuing to invest in community-led initiatives such as pop-up events and the Red Cable Club program.
The campaign also sets the tone for OnePlus’ upcoming product cycle, which includes next-generation flagship models and AI-enabled devices. With the rising adoption of premium smartphones in India, OnePlus aims to capitalise on its anniversary moment to strengthen brand recall and reinforce its position in the country’s competitive technology market.
