Nokia to go for locally-produced campaigns

NEW DELHI: Nokia has released a new television commercial for its 2280 CDMA model, stressing on the affordability of the mobile phone in a subtle manner.



The Ticket kataya kya campaign, created by Bates India, is currently on air only on MTV and is expected to break on other channels soon.

Nokia, which is offering its 2280 CDMA model under Reliance India Mobile’s 'Go Mobile for Rs 501' offer, is adopting different strategies for its various models. And for this, it has decided to localise its campaigns.

Recently, it had roped in O&M’s ex-creative director V. Sunil, who is now associated with Nokia and Bates India as creative leader.

On the plans for Nokia, Sunil says, “Till now, Nokia has been releasing campaigns, which were created in Singapore. But now, the client has decided to focus on locally-produced campaigns as this category is really getting fragmented in terms of promotional campaigns and offers (tie-up between handset companies and mobile service providers).”

In the Ticket kataya kya campaign, a guy ends up in a tiff with a waiter. Even as the guy threatens the waiter, saying he will teach him a lesson following a quick call, the waiter realises his counterpart hasn’t got a mobile phone. In the end, the waiter offers him his mobile.

“The idea is simple – everyone can afford a mobile phone. Nokia is an established brand and it has this upmarket image. So we didn’t want to dilute this and we deliberately didn’t stress on the pricing. We chose to present it in rather a subtle manner. This TVC will be on air on major channels, in various genres,” says Sunil, who has jointly worked with the servicing and creative team of Bates India for the commercial.

The TVC has been produced by MAD Films and directed by Priyadarshan.

Sunil, who had worked on Motorola campaigns during his stint at O&M, says a completely different strategy has been worked out for an upmarket model such as Nokia 6600.

“The print campaign for Nokia 6600, released in Outlook and India Today, is a product differentiator. This particular advertisement focuses on camera and video recorder with zoom feature of the handset,” says Sunil.

For 6600 model, Nokia is expected to highlight other features such as bluetooth wireless technology, 65k colour display and video and audio streaming in the near future.

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