A teaser campaign has been on air since 20 December 2012, preparing the ground for the launch of three phones from Nokia - Nokia Lumia 920, 820 and 620. An ad campaign is set to folllow.
V Ramnath, director, sales, Nokia India, said, "The first phase was the teaser campaign, which went on air from 20 December onwards. For the second part of the campaign we launched an initiative called 'Your wish is my App', through which we invited customers to come and tell us what are the innovative apps they had in mind. The ones that we pick as winners will be converted to workable apps with our developer community. These will be available in the market place for Nokia Lumia devices."
On the forthcoming ad campaign, he said, " The third part of the campaign will be our television ads. We have been engaging with our TG in creating a ground-up television ad for the Nokia Lumia. We will be putting up these testimonial ads on air soon (next week) and these ads will consist of people talking about why one should make the switch to the new range of Nokia Lumia handsets."
Within Lumia, Nokia is looking to attract different segments with different models. Ramnath, said, "The TG for the Lumia 920 would be young professionals in the age group of 25 to 30 years. With the 820, we are looking to target people who have just got their first job and the 620 is targeted towards the youth."
According to Nokia India, the Nokia Lumia 920 will be priced at Rs 38,199 and the 820 will be priced at Rs 27,559. The first two will be available for buyers from 11 January onwards, while the 620 will be made available in the first week of February. .