NEW DELHI: A new multi-media advertising campaign from Nokia, launched on Wednesday, uses mobility as a metaphor to urge Indians to make the most of emerging opportunities and help the nation achieve its economic potential.

A still from the new ad campaign

To realize the untapped potential in the Indian market, Nokia’s 'Jaago India Jaago' or `Arise, Awaken, Answer’ campaign showcases how the adoption of mobility is “synonymous with progress.”

The campaign uses the unique 'talking alarm' functionality of the Nokia 1110 and 1600 ---- new entry level products launched with this campaign --- as a metaphor to convey the message.

Since the campaign is targeted at expanding the consumer base in smaller cities, towns and villages, it has a local feel to it. The campaign will run across multiple mediums like television, cinema halls, print, outdoor and radio.

Since the campaign is targeted at expanding the consumer base in smaller cities, towns and villages, it has a local feel to it. The campaign will run across multiple mediums like television, cinema halls, print, outdoor and radio.

A still from the ad campaign

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

The rationale behind the new advertising is in line with Nokia’s initiative to expand voice in emerging markets and understand the specific needs of Indian consumers. This has been done earlier also through campaigns such as `Made for India’, `Har Jeb Mein Rang’ and `Saral Mobile Sandesh.’

Dwelling on the rationale behind the `Jaago India Jaago’ advertising campaign, Nokia Mobile Phones MD Sanjeev Sharma 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."

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

“Only 5 per cent of the population understands the English language. Nokia has always tried to reach out to the masses, which has been demonstrated by our past endeavour in introducing Hindi SMS and our earlier ad campaigns.

These handsets are another example of Nokia's innovation and commitment to introduce products that are relevant for Indian consumers."

Across India, mobile communications is already one of the fastest growing sectors with the number of wireless users (60 million) surpassing wire line subscribers (46 million). However, considering that India's current telecom penetration is less than 10 per cent, the country still has a long way to go to compete with developed countries where the telecom penetration is nearly 100 per cent.

To increase the tele-density, India needs to strengthen its rural infrastructure and services sector and the telecommunications industry, Nokia feels, is uniquely positioned to play the role of a catalyst driving India's socio-economic progress.

About the products:

The Nokia 1110 (black and white display) and Nokia 1600 (coloured display), the company claimed, are for first time users as they have an inbuilt graphical demo mode, which allow users to access and familiarize themselves with the main functions in the phone even without inserting a SIM card.

The Nokia 1110 has an inverted black and white display whereas the Nokia 1600 has a 65,536 colour display. With the new menu structure, accessing basic features, such as managing calls and contacts has been made easier.

In addition to polyphonic and MP3-grade sounds ring tones , the Nokia 1110 and Nokia 1600 also feature a unique cost management feature, such as Nokia pre-paid tracker support to help users monitor their phone usage. This will be an operator dependent service.

According to the official statement, both these handsets offer longer talk time than the current entry level phones. Nokia 1110 has a talk time of up to 5.20 hours, while the Nokia 1600 has a talk time of up to five and a half hours.