Nokia pulls in the crowd

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | July 19, 2012
The four day long activation saw promoters shouting on the streets demanding a hi-end phone with all features at an affordable price. The 10-minute activation ended with the retailer engagement providing details about the features of the phone.

Handset manufacturer Nokia launched its latest offering, the Nokia Asha-305, among its business partners, including retailers and distributors, through an interesting activity called 'Janta ki Pukaar'.

The activity started with a group of promoters holding placards and shouting slogans outside the retail shops, making demands for a full touch phone with fast internet facilities and other features. Keeping the connect of the product with the masses, the slogans used were 'Dheeme internet se humein bachao humein bachao, Hai koi Asha , Hai koi Asha'; 'Janta karein ek pukaar, full touch phone humara adhikaar humara adhikaar'; and 'Dual Sim smartphone hai humari maang, humari mang, Jeb ki bhi na nikle jaan, na nikle jaan'.

The act went on for 10 minutes, with the retailer being involved towards the end, answering to these demands by unveiling the new Nokia Asha 305. In reply to the slogans, they had their own slogan - 'Full touch phone ki hai nayi paribhasha, yeh hai Nokia Asha teen so paach- teen so paanch'; 'Asha-305 hai iska naam super fast internet hai iska kaam, Ek minute main karein gaane download fir bhi battery pe na parta load. Dual sim ka hai double fayda free games aur free gaane hai Asha 305 ka vada'; and 'Full touch phone tumhe dilaye jeb ke bhi jaan na khayein'.

"The Asha 305 is all about great features and full touch at a very affordable price. The idea was to create the need to engage the retailers in the process of making the Nokia Asha-305 a mass product and to make them appreciate the company's efforts to bring such phones in the market. The thought behind this idea was to engage retailers and the customers in the main markets of Delhi-NCR. The promoters were really shouting for the feature-filled phone at their pricing, shares Padmaja Singh, creative head, Pathfinders.

The act resulted in creating a buzz and also gave the retailer a connect with the brand. The four-day activation was started on July 14 and executed by Pathfinders across different locations throughout Delhi-NCR.

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