OnePlus taps Himesh Reshammiya to launch N6 with missing N campaign

OnePlus taps Himesh Reshammiya to launch N6 with missing N campaign

OnePlus has announced a collaboration with music icon Himesh Reshammiya to introduce the OnePlus N6, the first smartphone in the brand's new N Series. Announced on July 2, 2026, the promotional strategy deviates from traditional specification-heavy teasers by utilizing a social-first campaign centered on a "missing N" premise.

The campaign is structured as a podcast-style conversation between Reshammiya and a Gen Z host. In a playful creative constraint, Reshammiya finds himself unable to use any words containing the letter "N." This struggle manifests first through references to his famous songs and then spills into everyday conversation, resulting in a series of awkward exchanges and lyric callbacks before the OnePlus N6 is revealed.

The choice of Reshammiya is intended to bridge generational gaps. According to OnePlus, the singer possesses a unique cross-generational pull, appealing to older audiences through nostalgia for his chart-topping hits and to younger audiences who engage with him via memes, reels, and digital culture. Ishita Grover, Head of Marketing, OnePlus India, stated that the company wanted a bold approach to capture the attention of Gen Z without appearing to chase trends.

"Himesh was the answer almost immediately. He's having a real moment with younger audiences right now; his music has taken on a whole new life with Gen Z, who've made it their own."

Ishita Grover, Head of Marketing, OnePlus India

This focus on younger consumers is a central part of the N Series positioning, which OnePlus describes as targeting India's "never-off" generation. The company notes that Gen Z represents over 377 million economically active consumers in India, for whom smartphones are the primary tool for self-expression and entertainment.

The campaign's reach has been measured through social media metrics. The films have generated over 2.1 million views and 341,000 engagements on Instagram, with an engagement rate by reach of 23%.

"What appealed to me about this collaboration was how simple and light-hearted the idea was. It brought together humour and nostalgia in a way that felt natural, while giving people a reason to join the conversation."

Himesh Reshammiya, via OnePlus

While the marketing emphasizes entertainment and cultural hooks, the N6 is positioned as a device for endurance and smooth performance. The smartphone is part of the company's affordable N Series lineup in India and includes the following specifications:

• Battery: 8,000mAh cell designed for heavy daily usage, offering up to three days of power.
• Charging: 45W SUPERVOOC fast charging.
• Display: 120Hz fluid display for smooth animations and scrolling.
• Durability: IP65 protection rating, which certifies resistance to dust ingress and low-pressure water sprays.
• Software: OxygenOS 16, powering what the brand calls "Ultra Long Smooth Experience" for sustained performance and multitasking.

The campaign rollout began with a teaser and progressed to a main film launched by Reshammiya on his Instagram handle on June 30. By prioritizing a shareable joke over product messaging, OnePlus aims to invite audiences to participate in the narrative rather than simply observe it.