OnePlus India has announced the launch of the third edition of its festive campaign, #MakeItSpecial, centering on intergenerational connection during Diwali.
Grounded in the company’s community-driven ethos, the 2026 campaign examines how contemporary youth culture and traditional family practices intersect, emphasizing shared experiences across different age groups.
The initiative follows earlier iterations of the campaign, which highlighted animal welfare in 2024 and environmental sustainability via the Light a Light, Plant a Plant initiative in 2025. This year, the focus turns toward bridging digital-first lifestyles with long-standing festive customs.
Campaign Creative and Collaborations
Conceptualized in-house by OnePlus India, the campaign film features prominent personalities, including:
- Smriti Mandhana, Vice Captain of the Indian Women’s Cricket Team
- Vishnu Kaushal and Govind Kaushal, digital content creators
- Nicole Concessao, choreographer and internet personality
The narrative begins with an elderly couple whose quiet evening contrasts with a high-energy video call from their grandchildren, portrayed by Vishnu and Govind Kaushal. The arrival of Smriti Mandhana shifts the dynamic as she integrates the grandparents into modern festive activities—capturing a dance challenge choreographed by Nicole Concessao on the OnePlus 15 and streaming music via the OnePlus Pad 4.
The traditional celebration is revitalized rather than replaced: customary rituals, sweets, and diyas remain central alongside modern elements. The film concludes with the grandparents gifting various devices from the brand’s ecosystem, including the OnePlus N6, Nord 6, Nord CE6, and Nord Buds.
Community Engagement via ‘Marzi’ Partnership
Extending the campaign beyond digital media, OnePlus India has entered into a partnership with Marzi, a community platform tailored for individuals aged 50 and above (Generation Evergreen).
The month-long collaboration aims to bring younger demographics and older cohorts together through structured interactive events, including:
- Recreational Sports & Games: Pickleball sessions and nostalgic board games
- Culinary & Social Activities: Pizza-making workshops and daytime coffee raves
- Cultural Exchanges: Guided music, wellness, and conversational forums
Public registrations for these community events will open via a dedicated microsite after October 10.
Availability and Festive Sale
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The campaign film is live across major digital platforms. Alongside the creative rollout, OnePlus India has slated its comprehensive Diwali Festive Sale across its smartphone and IoT portfolio to begin on October 8, 2026.
Commenting on the campaign, Ishita Grover, Director – Marketing at OnePlus India said:
With #MakeItSpecial, we have always wanted to build deeper connections with the communities we are part of. This year, we are celebrating the idea that festivities have no age limit. Over time, generations have started celebrating in their own ways, often apart from each other. The campaign brings them together, not by asking one to become the other, but by helping each discover how the other celebrates.
Our community has always been at the heart of everything we do at OnePlus. We believe the most memorable moments are the ones where traditions and trends come together, and where technology strengthens human connections rather than replacing them. Ultimately, the festive season is about togetherness, and we hope #MakeItSpecial inspires everyone to celebrate with the people who matter most.
Commenting on this partnership with OnePlus India, Smriti Mandhana – Vice Captain of the Indian Women’s Cricket Team said:
Festivals like Diwali are about the people around you, and OnePlus India’s #MakeItSpecial campaign captures that beautifully. It was so much fun to be part of a film that gets generations celebrating together. Partnering on this campaign with OnePlus felt natural because the idea is close to my heart: it’s about the spirit of togetherness and making memories that last.