Rooting three OnePlus 13s features in the real cultural tensions of young Indian life across three functional films

13s Functional Films

[Campaign] [2025]

Alongside the main 13s launch film, OnePlus needed three short functional films to drive consideration for the 13s in India, one each for battery, gaming, and its new smart button. The market is loud, every competitor chasing the same high-spending young segment, and consumers have seen enough phone ads that new features start to sound like more of the same.

Young woman looking down at her phone in a sunlit living room

Office worker in a blue shirt holding his phone in a bathroom stall

So instead of leading with the feature, we led with the life around it. We partnered with local researchers on the ground in India to dig into the real cultural tensions behind each feature, rather than assume them from outside.

Battery: young Indian professionals are newly spending, and spontaneity has become aspirational, weekend road trips, last-minute plans. But battery anxiety keeps people tethered, reluctant to be fully present. We positioned the 13s's battery as what lets people say yes to the unplanned without a power bank as a backup plan.

Man with a guitar relaxing in a dim wooden cabin

OnePlus 13s screen showing Battery Endurance

Gaming: gaming phones are built to perform, not to survive India's heat, and overheating during marathon sessions is a real, widely reported problem. We positioned the 13s as built for two fights at once, the game and the heat.

Armed soldier leaping through a living room as a woman plays on her phone

Soldier in tactical gear flying through a sunlit apartment

Smart Button: Indian professionals work punishing hours yet still chase a full social calendar, concert tickets, IPL queues, five or six weddings a year, each with its own dress code. Life moves faster than notifications can be read. We built the smart button's Memory Master feature around exactly that, one click turns a screenshot into a calendar event, so nothing important gets buried.

Office worker in a frog mask lying on the floor of a bathroom stall, seen from above

Two office workers in giraffe and robot masks squeezed into a bathroom stall

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