What is common between a woman putting colour on a railway official standing on the platform, an old man taking out colour from his pocket while feeding pigeons, and colour coming out of clothes while they are being washed? They all dissolve into one thing – the commercial of Nokia 2600.
The ‘har jeb mein rang’ (colour in every pocket) idea was conceptualised with an aim to bond with the Indian consumer and making them aware of the new colour-screen phone, which is also quite affordable. “Our communication strategy was simple -- create awareness about the new and affordable coloured screen phone from Nokia’s bouquet,” said Sanjay Behl, Marketing Head, Nokia Mobiles.
About the punch line he said, “We wanted to glorify colour as an attribute and linking it with the brand. The latter part of the TVC shows different kinds of pockets with Nokia 2600 emerging from each one of them, so one is able to strike the right balance between branding and proposition.”
On being asked about the switch in Nokia’s television commercials in a short span, Behl said, “The important thing in communication is the relevance to the consumer segment that you are addressing. The previous running ad was a global one for Nokia 2600 made in China and we found it was not relevant to the Indian consumer. Coloured screen phones have come to be the one of the most desired attributes in a handset and we are offering this service at an affordable price. We showcased it in a kind of hard-hitting and very engaging way to the consumer to say that I can access a Nokia colour phone now.”
Priced at Rs 5,000, the handset has already received a tremendous response from the market. Nokia 2600 has become the number one selling colour phone within four weeks of its launch, which is an achievement considering the number of colour phones already in the market.
Talking about the client brief, Sanjay Tandon, AVP, Bates 141, said, “The brief said that Nokia is coming up with an entry level colour phone. While maintaining the premiumness of the Nokia brand, the creative should also convey that it’s affordable. We had to be unexpected with the communication. One doesn’t know if it’s a phone commercial until at the end and it’s the whole unexpectedness of the campaign that makes it unique.”
The 30-second commercial of Nokia 2600 is based on the core essence of connecting people rather than getting celebrities to say it’s a great product. “We are careful with celebrity endorsements as communication is always bigger than the celebrity. It’s not that we are averse to the idea. It’s only that at this point of time we have not gone into a celebrity endorsing the brand,” said Behl.