Bengaluru: Global technology brand OnePlus has partnered with music icon Himesh Reshammiya for the launch of its latest smartphone, the OnePlus N6, unveiling a campaign designed to engage Gen Z consumers through a blend of humour, nostalgia and internet culture.
Built around the playful concept of a “missing N,” the campaign adopts a podcast-style format featuring Reshammiya and a Gen Z host. Unable to use the letter “N” during the conversation, the singer navigates a series of humorous exchanges, lyric references and awkward moments before the narrative culminates in the reveal of the OnePlus N6.
The collaboration taps into Reshammiya’s cross-generational appeal. While his music continues to resonate with long-time fans, his viral memes, dialogues and social media presence have introduced him to a younger audience, making him a recurring figure in online culture.
According to OnePlus, the campaign has already generated over 2.1 million views and 341,000 engagements on Instagram, delivering an engagement rate by reach of 23%.
The campaign also highlights the OnePlus N6’s key features, including an 8,000mAh battery, 45W SUPERVOOC fast charging, IP65-rated protection and a 120Hz display, positioning the device as a smartphone designed for everyday performance.
Commenting on the collaboration, Himesh Reshammiya, said, “What appealed to me about this collaboration was how simple and light-hearted the idea was. It brought together humour and nostalgia in a way that felt natural, while giving people a reason to join the conversation. The response from audiences has been wonderful to see, with people engaging with the campaign and making it their own. It has been a pleasure collaborating with OnePlus on the launch of the OnePlus N6, and I’m delighted to be associated with a campaign that connects with people through entertainment and culture.”
Speaking on the campaign, Ishita Grover, Head of Marketing, OnePlus India, said, “When we set out to launch the OnePlus N6, we knew we had to do something bold enough to actually get Gen Z’s attention — and not in the obvious, trend-chasing way. Himesh was the answer almost immediately. He’s having a real moment with younger audiences right now; his music has taken on a whole new life with Gen Z, who’ve made it their own. That’s exactly the audience we were talking to, so bringing him in just made sense. With the ‘missing N’ idea, we wanted to mix humour, nostalgia and a bit of fun — and let people discover the OnePlus N6 through a story they’d actually want to be part of.”
