OPPO India collaborates with Under 25 to roll out a Gen Z-first digital campaign for K13
Mumbai, 23 June 2025 : In a bid to build strong resonance with India’s youth, OPPO India teamed up with Under 25, one of India’s leading youth-focused platforms to launch a culturally sharp, community-driven campaign for its latest K Series smartphone.
Rooted in Gen Z’s love for raw, relatable content, the campaign was built on three strong pillars: participatory storytelling, creator-first content, and college culture. From snackable Vox Pop interviews and trend-led reels influenced by viral trends and gamified interactions on Under 25 App, the content series mirrored the way young India discovers, discusses, and adopts tech.
Speaking on the collaboration, Sushant Vashistha, Head of Product and Digital Marketing, OPPO India, said, “The larger objective that we were looking for was to tap into the spirit and pop-culture driven lifestyle of the youth, blending cutting-edge technology message with the energy and vibe of our youth. This is the first for OPPO wherein we have collaborated with a youth centric platform like Under 25 to build in-roads into the Gen Z community. We wanted to capture the thrill of creativity, expression and the relentless pursuit of excellence of our youth–much like the OPPO K13 itself and this collaboration has accelerated our effort as a Brand to connect with the youth.”
The campaign was amplified through the Under 25 ecosystem which includes a network of student creators, the viral Under 25 Dictionary IP, and the Under 25 App making the smartphone part of everyday conversation among college students across India.
Jeel Gandhi, CEO, Under 25, said,"We were thrilled to team up with OPPO and tap into what GenZ values most - interactivity, authenticity and cultural fluency. Together we sparked real and organic connects with the under 25 crowd through student generated content, campus champs and mission based challenges on our app. The Oppo K13 is already a hot topic, proving that community first marketing always wins."
This digital-first approach helped OPPO India create genuine cultural traction with its target audience, driving relevance, relatability, and engagement across both metro and tier-2 markets.
With over 28 million views and 4% engagement garnered organically, the campaign reinforced the idea that when you speak Gen Z’s language and let them lead the conversation brand discovery becomes a movement.
