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Nokia does its bit for Mother India with new ‘Jaago India Jaago’ campaign

28-October-2005
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Nokia does its bit for Mother India with new ‘Jaago India Jaago’ campaign

Known for its cutting edge products and groundbreaking campaigns, Nokia has now unveiled its latest campaign – ‘Jaago India Jaago’ – urging people of the country to wake up make the most of the emerging opportunities and help India achieve its economic potential.

Conceptualised to reflect the tremendous potential of the Indian economy, the ‘Jaago India Jaago’ or the ‘Arise, Awaken and Answer’ campaign focuses on the significance of the mobility factor and showcases how the adoption of mobility is synonymous with progress and a better quality of life.

The campaign uses the unique talking alarm functionality of the Nokia 1110 and 1600 as a metaphor to convey how more and more Indians are waking up to mobility and progressing in different walks of life.

To reach out to a larger number of people across geographies and languages, Nokia has launched the talking alarm clock feature in five regional languages – Hindi, Tamil, Bengali, Marathi and Gujarati.

The rationale behind the new campaign is in line with Nokia’s initiative of expanding voice in emerging markets and understands the specific needs of the Indian consumers and has been instrumental in expanding mobility to Indian masses with campaigns such as ‘Made for India’, ‘Har Jeb Mein Rang’ and ‘Saral Mobile Sandesh’.

Targeted at expanding the consumer base in smaller cities, towns and villages, the ‘Jaago India Jaago’ campaign has a local feel to it and runs across multiple mediums, including television, cinemas, print, outdoor and radio.

Elaborating on the campaign, Sanjeev Sharma, Managing Director, Nokia Mobile Phones, said, “Indians are extremely proud of how the country has been progressing. The growth of mobility is one of the key indicators of the economic progress in India. The advertising campaign, therefore, uses the 'Talking Alarm' functionality of the Nokia 1110 and 1600 as a metaphor to convey how more and more Indians were waking up to mobility through Nokia handsets and participating in the progress.”

Nokia has expanded its entry-level portfolio in India by launching the two new sets, Nokia 1110 and Nokia 1600, which are equipped with an inbuilt graphical demo mode that allow users to access and familiarize themselves with the main functions in the phone even without inserting a sim card. Besides, they are also powered with talking alarm and clock.

Reiterating Nokia's intent to drive affordable mobility in India and grow the base of mobile phone users, Sharma, said, “With the introduction of these new handsets we have further strengthened our entry level product portfolio by bringing in feature rich handsets with localised applications.”

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