Aiming to cut the clutter in the celebrity-endorsed premium segment of mobile phones, Nokia has unveiled a campaign with actress Priyanka Chopra to announce the launch of its new models: 3600 Slide and 7610 Supernova.
The campaign is part of Wieden & Kennedy’s global "Girl Uninterrupted" rollout for Nokia.
Built around the creative concept of "It's not just a phone…it is who we are", the film opens with Priyanka waking up in the morning with an alarm on her stylish Nokia phone and going through the day's activities such as scheduling her appointments, sharing her highs and lows and even touching up her make-up on the mirror-finish of the Nokia phone. The spot ends with Priyanka turning in for the day, happy after receving an SMS from someone special.
"Originally, the concept revolved around the hectic life of an everyday girl but getting a hand waving Miss World gave us the opportunity to show her in a new, more real, more human light," said Nusrat Madraswala, account planner (Nokia), W+K, adding, "This campaign hopes to offer the public a glimpse of what they don't see in any of Priyanka's recent posters or song promotions – the real her. Everyone knows Priyanka the superstar, the pageant queen. In this film you see another aspect of her-- that at some level, she's just another working Joe."
"The target audience is young, stylish people who live busy lives; whose lives are integrated with their phones in some sense and also those who see the phone as an accessory and thus an extension of their personal image," Madraswala further added.
V Sunil, global partner/chief creative, Delhi, W+K said, "I think our problem with celebrity featured campaigns is that they are mostly unbelievable and cheesy…also for us more than being different, it is important to be real and based on an idea which can work with or without them."
The spot and the print campaign have been produced by Bang Bang Films and both the TVC as well as the print campaign have been shot by Jonathan Lennard. Speaking on their choice of director, Roopak Saluja, producer, Bang Bang Films said, "Lennard's sense of style and aesthetics, which were obviously honed during years spent in the fashion industry, are superlative. But what really gives him an edge is the combination of that with an engaging ability to tell a story and usually layer it with shades of humour."
The team that worked on the campaign includes V Sunil (creative director, W+K), Nirmal Pulickal (copywriter, W+K), Nusrat Madraswala (account planner) W+K, Jonathan Lennard (director), Roopak Saluja (producer, Bang Bang Films).
