New Delhi, Aug. 16 -- After cementing its place as the leader in the premium smartphone segment in India, OnePlus is looking to further enhance its presence with niche marketing campaigns, global brand tie-ups and offline store expansion. Its rivals, on the other hand, are still pushing for mass marketing campaigns such as cricket sponsorships to promote their brands. The Chinese brand believes that this strategy will strengthen its premium-only brand proposition in a country where dozens of phone makers are clamouring for market share with aggressive pricing. While other brands from the Chinese stable, such as Xiaomi, OPPO and Vivo, are betting on Bollywood celebrities to promote their flagship phones, OnePlus is breaking the norm with eng...