Nokia has unveiled a new campaign, with an objective of presenting the brand as an enabler to success among an entry-level audience of India.
“Nokia is currently the number one brand among entry-level consumers because of its strong equity and goodwill gained over the years thanks to its resilient design, easy navigation and affordable prices,” said Nusrat Madraswala, W+K India, the agency handling the account.
The latest campaign, that also supports the launch of Nokia 1209 -- an entry level offering from the market leader, is created around the simple dreams and aspirations of common folk. “Owning a home, a car, travelling in an airplane may seem commonplace in today’s burgeoning middle-class but to the working class these are still out of reach,” said Madraswala. “We tried to reflect these simple dreams and inspire people to get connected with the world and wait for fortune to come knocking.”
In terms of treatment, the agency has used artistic installations which give the spot a dream-like feel while keeping the brand rooted in reality. “We hope it touches a chord and inspires people to go out and make the most of all the opportunities that India is blessed with today.”
Nokia’s campaign cuts the clutter in the overcrowded entry-level mobile market of India including Subhiksha mobile, Samsung Guru as well as the grey market, cheap knock offs and Chinese sets by reiterating the ‘feel good’ factor of owning a Nokia.
“As a respondent in a recent survey noted, ‘…but Nokia is Nokia’,” explained Madraswala. “Which is why we plant our flag on higher ground, based on more deep-rooted human truths, because Nokia* gives it credibility.” Besides Hindi, the campaign has been adapted into Kannada, Tamil, Telgu, Malayalam, Marathi, Gujrati, Bengali, Punjabi, Oriya and Assamese. The campaign has been created by Wieden + Kennedy Delhi and the creative team comprises of Ben Walker, Matt Gooden, V Sunil, Hemant Anant Jain, Deepak Dogra and Gopi Krishna Yadav. The film has been directed by Prakash Varma of Nirvana films.
