OnePlus India has brought back its festive property #MakeItSpecial for Diwali 2026, this time turning the lens on the relationship between Gen Z and older family members. The third edition asks a simple question: can a video call, a dance challenge and a shared playlist turn two very different Diwalis into one celebration?
The campaign was conceptualised in-house and features Smriti Mandhana, vice-captain of the Indian women’s cricket team, alongside creators Vishnu Kaushal and Govind Kaushal. Internet personality and choreographer Nicole Concessao also appears.
The film: two Diwalis become one
The story opens with an elderly couple celebrating Diwali in familiar ways: decorations, diyas and sweets. After guests leave, the evening goes quiet. A video call from grandchildren, played by Vishnu Kaushal and Govind Kaushal, brings Gen Z-style festivities into the room: dance challenges, game nights and music.
The grandparents hesitate, wondering whether they are “too old” for these newer formats. Smriti Mandhana then enters with the OnePlus 15 and introduces a Diwali dance challenge. Music plays on the OnePlus Pad 4, diyas and sweets stay on the table, and even the rangoli gets a contemporary update. The OnePlus N6, Nord 6, Nord CE6 and Nord Buds appear as gifts that bring the two generations into the same frame.
Beyond the film: a community layer
OnePlus has partnered with Marzi, a premium community for people aged 50 and above that it calls Generation Evergreen. The partnership extends the campaign into a month-long series of shared experiences designed for older participants and Gen Z alike. Activities include pickleball, nostalgic games, coffee raves and pizza making across sports, food, music, wellness and conversation. Registrations open through a dedicated microsite after October 10.
Why this matters for marketers
Diwali is one of India’s most crowded marketing seasons. Instead of joining the usual montage of sweets and sparklers, OnePlus is using a human tension as the campaign engine. Director of marketing Ishita Grover put it simply: “Festivities have no age limit.”
The strategic shift matters. In 2024, #MakeItSpecial focused on furry friends; in 2025, the brand ran ‘Light a Light, Plant a Plant’. The 2026 chapter moves from animals and sustainability to intergenerational connection, building a brand property that can carry a different festive theme each year.
What marketers can borrow
- Anchor a festive campaign on a genuine tension, such as “am I too old for this?”, rather than product features.
- Pair a credible celebrity with native creators to carry different generations in the story.
- Use product placements as gifts that connect people, not as hero shots.
- Extend a festive film into an offline or community experience to turn attention into action.
The campaign runs across YouTube, Instagram and X through the festive season. If the microsite sees strong sign-ups, expect more brands to treat Diwali less as a one-film moment and more as a community-building window.
Source: MediaNews4U
