Does OPPO’s Reno13 campaign truly capture living in the moment?

Famous Innovations has teamed up with OPPO to unveil a brand film for its new Reno13 Series. Rooted in the theme ‘Live in the moment’, the film resonates with the Gen Z workforce, capturing the challenges of balancing a fast-paced life while emphasising the value of savouring life's fleeting joys.

The film delivers a powerful message: even amidst the hustle, it’s essential to pause, embrace spontaneity, and create lasting memories. The brand film features the Reno13 Series, set to launch in India on January 9, 2025.

The OPPO Reno13 Series embodies this philosophy perfectly, ensuring no detail is missed. Whether it’s an impromptu road trip, a heartfelt late-night chat, or the quiet magic of a sunset at the beach, the smartphone series lets you capture these precious memories with stunning clarity.

The campaign features actors Siddhant Chaturvedi, Ishaan Khatter, and Vedang Raina, highlighting how Reno is not just a smartphone, but an extension of one’s life, encouraging them to fully engage in experiences, rather than just capturing them.

Launched across the social media platforms of OPPO India and OTT networks, the film opens with the trio in their office, wrapping up a highly intense yet successful meeting. As they step out, a boy’s ‘Live it Abhi’ t-shirt catches their eye – igniting a spontaneous journey of unforgettable moments. From a carefree road trip to beachside football and vibrant party scenes, the AI-powered camera of the Reno13 Series captures it all, bringing to life the spirit of ‘NOW’ and celebrating the beauty of living in the moment.

Commenting on the campaign, Sushant Vasishta, head of digital marketing of OPPO India, said, “We believe life is about enjoying every moment, big or small. Through the ‘Live in The Moment’ campaign, we celebrate the vibrant spirit of today’s youth who embrace every moment with passion, energy, and authenticity—perfectly embodied by Siddhant, Ishaan, and Vedang. The film also features our upcoming Reno13 Series, which brings flagship-level AI technology to elevate camera experience and performance, empowering users to immerse in their moments and effortlessly capture lasting memories.”

Siddhant Chaturvedi added, “A smartphone isn't just a tool; it’s a partner that empowers us to live boldly and capture life in all its vibrancy. The Reno Series stands out by enabling us to experience the world as it is—unfiltered and dynamic—while seamlessly enhancing our productivity and creativity. It's a reminder that technology, when done right, doesn’t just keep up with our lives; it enriches them.”

Sharing his experience, Ishaan Khatter said, “We often get so focused on planning for the future that we forget to appreciate the present. Through OPPO India’s ‘Live in the Moment’ campaign, I am reminded of the value of embracing life’s real, authentic experiences and living in the now. We put the upcoming Reno13 Series to test during the shoot and the pictures speak about the remarkable capabilities of the phone.”

Vedang Raina commented, “Today’s young generation seeks technology that enhances their experiences, not interrupts them. We are all looking for gadgets that seamlessly fit into our lives, making everything smoother and more enjoyable. The Reno13 Series, with its AI-powered features, aims to elevate every moment."

Speaking on the partnership, Mithila Saraf, CEO of Famous Innovations commented, "The film reimagines how we connect with the world, celebrating a lifestyle as dynamic and vibrant as the generation it represents. It’s a reminder that life’s beauty lies in the unplanned moments—those spontaneous adventures and simple pleasures that make us feel alive,” she shared.

Campaign’s take: The launch campaign for OPPO’s Reno13 smartphone series delivers an aspirational narrative centred on living in the moment. Featuring actors Siddhant Chaturvedi, Ishaan Khatter, and Vedang Raina, the brand film draws inspiration from iconic Bollywood road-trip dramas like Dil Chahta Hai and Zindagi Na Milegi Dobara. It captures a youthful trio spontaneously breaking away from their work routines for an adventure-filled journey—a compelling setup for OPPO’s message about embracing life’s unplanned joys.

Visually, the film excels. The AI-powered camera of the Reno13 is showcased in action, capturing vibrant snapshots of road trips, beach football, and party scenes. It’s a fitting testament to OPPO’s technological prowess. However, the campaign walks a fine line between inspiring spontaneity and becoming overly polished. While the messaging about pausing to appreciate life resonates, its execution occasionally veers into overly curated territory, which may dilute the authenticity it aims to portray.

The central philosophy—that life’s beauty lies in fleeting, unplanned moments—is timely, especially for a Gen Z audience often juggling digital immersion with the desire for real-world connection. But does the film succeed in moving beyond the narrative of a glorified gadget showcase? The campaign reiterates OPPO’s role as a life companion, yet one could argue whether it pushes viewers to reflect deeply or simply sells a lifestyle aesthetic.

While impactful, the campaign could benefit from deeper storytelling—perhaps exploring moments beyond the idyllic and diving into rawer, more relatable experiences. For now, it’s an attractive blend of nostalgia and modernity that champions its product, but its lasting emotional resonance remains a question for the audience to decide.