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Motorola woos Indian youth with surround sound music phone

23-August-2004
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Motorola woos Indian youth with surround sound music phone

Indulge in music, set your whims and fancies free and flaunt your personalised style – all that with Motorola’s first 3D surround music phone, E398, for just Rs 15, 995. World’s second largest manufacturer of mobile handsets, Motorola is targeting at different consumer segments while personalising the offers to address to the specific needs of the consumer.

The latest 40-second TVC from O&M, weaved under the shadow of ‘Dil Se’, reinforces the subtle characteristics of the new E398 in a fresh manner. “The advertising strategy was to bring alive the product experience in a relevant and localised fashion. We see the youth as a core consumer and music as their universal language. Motorola’s synonymy with music phones is a key driver to build equity and increase sales,” says Pramit Bhargava, Marketing Manager. He further added that ‘Chaiya Chaiya’ was remembered and liked not just for its popular track but the memorable picturisation as well, which is why it was an ideal choice.

Is music the mantra to communicate with the TG? “While we are present in the area of camera and likes, we are more focused on music where we can believe we can make a difference.” said Bhargava.

Three months back the mobile major had launched MPX 200 for Rs 24, 995, a Microsoft Mobile Operating System-powered phone in partnership with Hutch. “Here, we were focused on the press campaign and the proposition was that that you can have the power of PC in your cell.” he said.

He further added that 15 days back we came out with C115, which is essentially targeted at first time mobile users. Priced at approximately Rs 3, 000, Motorola claims that C115 offers a high talk time, almost double that of any other handset.

In the mid-June, Motorola unveiled C650, which was ably supported by the international TVC which is still on air. “Here, the whole proposition was that monophonic and polyphonic ring were a passé and the MPG ringtones on Motorola were the in-thing,” Bhargava explained. It was priced at Rs 10,495.

“Communication for each model is in line with the specific consumer needs that the product addresses. Combining a music player in a mobile, the new E398 enables users to carry their personalised play lists wherever they go.” avers Bhargava

On being asked if Motorola is aligned to the international marcom strategy, Bhargava replied, “Yes, marcom in India is aligned with the international. However, the creative expression may need to be localised, for below-the-line activities also, it is the same.”

Of late, Motorola is aggressively making its presence with youth-oriented programmes like Motoalert on MTV, a programme to get associated with anything that is trendsetting and different with respect to music theme in India. As is ringing via the present game plan of Motorola, it seems that the company is trying to skew the psyche of the youth towards its models by being versatile and trendy.

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