• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest
• The New Manager

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources

Group Sites

• The Hindu
• Business Line
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Our Bureau

Bangalore , June 8

Dabbawallahs, the popular haulers of tiffin-boxes of Mumbai, are set to play football.

In an innovative brand exercise, Nokia is roping in dabbawallahs for its `Defend your turf' campaign.

Defend your turf is a Futsal (means street football) challenge in which youth from all over the country would participate.

Why football?

"Football is a free-spirited game that about connecting people. This is aligned to our brand theme," said Mr Devinder Kishore, Director-Marketing, Nokia, India.

Further elaborating on why football was chosen, he revealed that it was next to cricket in sports in India, and that there were 55,000 registered clubs. This is Nokia's attempt to attract Indian youth, who form 60 per cent of the population here.

Winning team

"India is the fourth largest market for Nokia and we hope to make it second by 2010," said Mr Kishore.

This campaign has already been conducted in four other countries and India is the final stop for the `Boys from Brazil', Mr Kishore revealed. It will last four weeks and will cover Delhi, Mumbai, Bangalore andKolkata.

Winners will get to play and rub shoulders with Brazil's top players on June 17. They will also be flown to Maracana, the dream destination for footballers across the globe. The response in Bangalore was unexpected, with over 500 teams, 3,367 individuals registered, he added.

More Stories on : Brands | Telecommunications | Sports

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Cadbury seeks to enter category management

Copyright © 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line