Cloud 11(A OnePlus Launch)

The Story

After two years of virtual launches, OnePlus needed India to feel one thing at the OnePlus 11 series launch: that the brand was back. "OnePlus is Back" was built across product marketing, digital, and PR, and the challenge was to make it land like it was true, not announced. Cloud 11 ran ticketed, with 4,000+ attendees including 500+ journalists, one of the largest tech launches in Indian history. PR led the earned narrative end to end, holding the back story carefully enough that media reported it as a comeback, not a slogan. PR earned 3,000+ pieces of India coverage. A room that felt like a homecoming, because the story had earned the word.