Mumbai: Nokia mobile is rolling out its first big cross-platform campaign head of the festive season. It stays true to its global brand philosophy of #UniteFor, and rises to the occasion, telling a very touching story. To everyone consumed by technology, it puts human relationships above everything else on occasions when it matters.
In this festive season, Nokia mobile proposes that for a day, people spend quality time with their loved ones. It doesn’t just say that, it walks the talk on this one. With a gift box in which one can place their own phone and give it to someone close or, just set it aside for a day as a gesture of committing their time—and themselves—to them. It is an integrated campaign, which goes across TV, retail, activation, social and digital.
Speaking about the campaign, Jyotsna Makkar, Head of Marketing, HMD Global (India) says, “As the pioneers of mobile telephony, Nokia has been instrumental not just in bringing innovative devices to people, but also in helping them forge deep connections. The reason the love and trust for this brand has endured, is because Nokia has always been a people’s brand – it’s deeply ingrained into our DNA. We thought it was important that a brand that showed all of us the way to connect, could also remind us that technology has the power to both unite as well as make people feel disconnected – this is a universal insight in our cultural context today”
Narayan Devanathan, Group Executive & Strategy Officer, Dentsu Brand Agencies (India) says, “People don’t like brands to ‘enable’ them anymore. They like brands to demonstrate that they understand them. What this campaign idea does best is to bridge millennials’ purposive lives with Nokia mobile’s campaign promise of uniting with their loved ones, using Diwali as the shining, happy India context.”
Titus Upputuru, NCD of Dentsu One, who helmed the campaign shines light on the thinking behind the creative execution of the campaign. “It is a fact that we are all occupied with our phones today, almost all of our waking lives. More so the youth we are attempting to engage with. We had fun creating the film and the whole gamut of ideas that explode the idea of gifting oneself. We hope ‘Main ke siwai tujhe main kya doon’ provokes people to think and unite for love.”
Reflecting on the challenges in taking the campaign from idea to execution, Harjot Narang, President of Dentsu One said, “This wasn’t about executing a film. This was about breathing life into a campaign idea that the world probably sorely needs right now. This is a pure labour of love, for a brand that India—and the world—has shown so much love towards.”
Campaign elements: TVC, Print, Digital, Radio, Retail
Client: HMD India PVT LTD
Creative Agency: Dentsu One Pvt. Ltd.
Branch Head: Harjot Narang
National Creative Director: Titus Upputuru
Creative Team: Titus Upputuru Neharika Awal, Rajesh Minocha, Soumyajit Roy, Archana Sudarshan, Sumanyu Singhal, Nandini Pathania, Dipani Neb
Account Management: Sakshi Singh, Kaustubh Gupta
Planning Head: Narayan Devanathan
Films: Dawa Lama, Suprotim Day
Director (of the film): Amit Sharma
Producer: Poonam Wahi
Production House: Chrome Pictures
Music: Abhishek Arora
Cinematography: Laxman Utekar
Working title of film: Nokia Unite for love
Duration: 45sec, 75sec
Campaign breaks as of: 29.9.17
Exposure (mediums used): TV, Cinema