Nokia has launched a new model of camera phone, Nokia 3220, targeted at the youth and priced at Rs 12,169. The phone has visual flashing lights and includes an optional feature of wave messaging capabilities that allows users to flash a short text or graphic image visually.
In line with its positioning, Nokia 3220 offers users a range of lifestyle-enhancing features such as built-in VGA camera, transparent Nokia Xpress-On grips, styled cut out covers and mobile themes, which makes personalisation simple and fun.
Sanjeev Sharma, MD, said: “Nokia 3220 phone is designed keeping in mind the taste of today’s generation. It provides value-added lifestyle features at an affordable price. Nokia has been leading in text messaging, picture messaging, and now multimedia messaging comes as a new innovation of wave light messaging.”
The advertising campaign covers both TV and print media. “It’s a 30-second TV campaign, which is basically a demonstration of the product. The music is catchy and the campaign says – Get together, do whatever,” said Sachin Das Burma, Associate Creative Director, Bates.
“We wanted the positioning to be as a new phone everyday, and accordingly, we tried to communicate this message through the commercial. You can change the colour combinations of the panels and grips, making it look new everyday. In the same line, the print commercial reads – Flash it. Flaunt it,” Burma explained.
Our typical marketing budget is usually 10 per cent of the topline spend
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