Nokia spins futuristic tale to attract first-time upgraders

Telecom major, Nokia, has rolled out a marketing campaign titled 'Nokia Duck' to support its latest launch in the Indian market, 2600 Classic. "The model targets first time  upgraders looking to step up from entry-level phones offering just voice and SMS-es," said Devinder Kishore, director (marketing), Nokia. "The record + Bluetooth features of the new model are especially attractive to youngsters who want to be a part of the cool group and yet stand out."

The campaign highlights the two new features of the phone that enable the users to not only capture spontaneous moments but also share it with friends. A bit like the protagonist in the latest 45-second TVC, titled Duckie, looking for a   unique ringtone. Set in a futuristic era, the spot shows a middle aged man so captivated by the phone's recording function that he gets different artists to audition for it. However, disappointed and frustrated he retires to his private Jacuzzi and finally finds what he is looking for while playing with a ubiquitous yellow rubber duck. He then gets his Man Friday to "Blue Tooth" it.

"Duck was introduced to bring in a bit of humour after the heaviness of the audition and rejection in the beginning," said V Sunil, W+K India, agency handling the account. "A successful magnet who can call for a ringtone audition likes something as simple and childish as a 'quack of a duck' and then shares  it with friends, thus, highlighting different preferences of different people that can be fulfilled through the new Nokia phone."