It is that time of the year when everyone starts thinking about what to gift their loved ones. With enough and more shopping options available now, the only thing that is lacking is the time to go through all of them.
In its first big cross-platform campaign ahead of the festive season, Nokia comes with a heart-warming story that talks about putting relationships above everything else on occasions when it matters.
Conceptualised by Dentsu One, the film starts with a son who is so pre-occupied by his phone and work that he isn’t able to pay attention to his mother or even have the breakfast that she has cooked for him. The next day, the mother finds a gift-wrapped box beside her bedside table. When she opens it, she realises that it isn’t a new phone but her son’s phone. When she questions her son about this, he tells her that for a day both he and his phone are hers.
Through the campaign, Nokia wants to propose that for a day, people should spend quality time with their loved ones. The brand doesn’t just preach, it also walks the talk on this one with a gift box in which one can place their own phone and give it to someone close or, just set it aside for a day as a gesture of committing their time – and themselves – to them.
Jyotsna Makkar
Speaking about the campaign, Jyotsna Makkar, Head of Marketing, HMD Global (India), says, “As the pioneers of mobile telephony, Nokia has been instrumental not just in bringing innovative devices to people, but also in helping them forge deep connections. The reason the love and trust for this brand has endured, is because Nokia has always been a people’s brand – it’s deeply ingrained in our DNA. We thought it was important that a brand that showed all of us the way to connect, could also remind us that technology has the power to both unite as well as make people feel disconnected – this is a universal insight in our cultural context today.”
Narayan Devanathan
Talking about how they intend to reach out to the millennials on the background of Diwali, Narayan Devanathan, Group Executive and Strategy Officer, Dentsu Brand Agencies (India), said, “People don’t like brands to ‘enable’ them anymore. They like brands to demonstrate that they understand them. What this campaign idea does best is to bridge millennials’ purposive lives with Nokia mobile’s campaign promise of uniting with their loved ones, using Diwali as the shining, happy India context.”
Titus Upputuru
Speaking about the thinking behind the creative execution of the campaign, Titus Upputuru, NCD, Dentsu One, said, “It is a fact that we are all occupied with our phones today, almost all of our waking lives. More so the youth we are attempting to engage with. We had fun creating the film and the whole gamut of ideas that explode the idea of gifting oneself. We hope ‘Main ke siwai tujhe main kya doon’ provokes people to think and unite for love.”
This is an integrated campaign, which will go across TV, retail, activation, social and digital.
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