Nokia seeks to enhance brand image among youth through fashion

Nokia seeks to enhance brand image among youth through fashion

Author | Sumita Patra | Tuesday, Sep 05,2006 9:10 AM

Nokia seeks to enhance brand image among youth through fashion

Associating with an event like the Wills Lifestyle India Fashion Week (WLIFW) certainly ensures maximum rub-off for a brand and this is exactly what prompted Nokia to associate itself with the event.

Explaining the objective behind the association, Devinder Kishore, Director-Marketing, Nokia, said, “Nokia’s association with fashion has been very old from the time when the company introduced colour phones for the first time in India. Nokia always believes in style with substance. WLIFW is the biggest fashion event Nokia has associated itself with, and this will help us leverage our brand.”

Kishore pointed out Nokia’s philosophy of targeting the youth through fashion, sports, gaming and music, which, according to him, were the “three platforms to connect with the youth”.

As part of its brand presence at WLIFW, Nokia has conceptualized an exclusive ‘Sirocco Lounge’ to demonstrate the ultimate blend of fashion and technology through its range of mobile phones, devices, applications and multimedia experiences. The ‘Nokia Sirocco Lounge’ showcases the perfect symphony of mobile technologies converging with fashion. The lounge displays Nokia’s mobility concepts, imaging gallery, music listening posts, digital home zone and a Sirocco display wall in innovative and interactive formats.

The Nokia Imaging Zone offers a complete mobile imaging experience to visitors. It not only showcases the latest range of Nokia imaging devices but also lets users enjoy the click-print-share concept.

Said Kishore, “It’s an exhilarating experience. Associating with such a big event helps us reinforce our commitment of connecting with the youth.”

Kishore also reiterated the fact that for a brand like Nokia, which is all about style with substance, associating with big events is an ongoing process. Speaking of the fashion week, “This is one of a series of associations we are doing.”

Kishore, however, didn’t disclose whether Nokia would continue its association with WLIFW in future.

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