OnePlus is a big supporter of the co-marketing model. “Not just with Ola, we have done it with a few other partners including AirAsia,” says Karan Sarin, former head of marketing at OnePlus. The Chinese smartphone maker is among companies who aren’t willing to spend heavily on marketing. In fact, OnePlus doesn’t even have an offline distribution channel, and sells products online, with ‘invites’ to build exclusivity.
Hitching a ride
New players are using co-marketing to draw customers and scale up
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