Wieden + Kennedy India has found a novel way to extend the appeal of a jingle it used for Nokia's Navigator Phone. V Sunil, W+K's ECD, in collaboration with the international photographer, Bharat Sikka has produced a music video using the track that was put together by a Delhi-based electronic group, Jalebee Cartel.
"Our objective is not only to launch the music video but more importantly to make people aware that creative agencies also have the power to impact popular culture," said V Sunil. "Some creative agencies in the west have already been creating some original content."
While VH1 is playing the track in India already, MTV India, Singapore, Thailand and Malaysia will roll it out next month.
"The exercise is primarily to make Nokia cool," said V Sunil. "While there is no blatant branding within the video, people can make the connection with the tune. Instead like other sponsorships where brands remain on the periphery, here Nokia is in the centre."
W+K Tokyo office has also successfully launched a music label called W+K Tokyo Lab in 2003.