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Neha Kaushik

Nokia is running an India-specific ad aimed at first-time mobile phone users.

A MOBILE phone ad need not always be hi-tech. Surely, with cellular technology cutting across socio-economic segments, the challenge lies in simply explaining how perfect a fit the product is with the ordinary Indian lifestyle. Rustic, uncomplicated and yes, very down-to-the-roots Indian, Nokia's made-for-India ad is just that, as it explains how the Nokia 1100 cell-phone is tailor-made for the Indian environment.

The ad communicates the core benefits of the product to an increasingly new audience. A lot of consumer research went into making the product more appealing to this segment. "This is part of our strategy, as we foresaw the mobile phone move away from an urban product to a mass market one," says Sanjeev Sharma, Managing Director of Nokia India.

The three highlighted core benefits of the phone — dust-resistant, torchlight and anti-slip grip — blend in effortlessly with the ad storyline. The commercial, created by Bates India, opens with a loquacious truck driver and his sidekick (portrayed by actor Rajpal Yadav) getting ready for a journey. Yadav mistakenly leaves the phone hanging on the bumper and is shown frenziedly searching for the phone as the brightly coloured truck proceeds on it journey. Foot tapping, Punjabi music playing in the background completes the rustic environment.

Even as the mobile is braving dusty and bumpy roads hanging from the bumper in front, the truck driver is shown wondering why the phone has not rung till then. As the journey ends, the phone rings, much to the relief of Yadav. He, however, switches on its torch by accident, as the driver asks for it, and blinded by the bright light asks, "Isme torch kyon hai?" (`How come there's a torch in this?') The driver proudly explains: "Oye, raat ko bhi chalta hai." (`It works in the night, too!') Finally, the commercial ends by elucidating the benefits of the mobile phone.

While the ad is made for India, it is also among the very few Nokia ads that are made in India. This is the fourth ad created in India. "Our first one was made in 1997. We use a lot of international advertising, as Nokia is an aspirational brand," says Sharma.

This ad, however, is targeted at the first-time cell-phone user. It is more relevant to smaller, lower-income markets where the level of penetration is still low. The Nokia 1100 is selling below Rs 4,000 in most markets, says Sharma. The model is now one of the top two mobile phones in the Nokia India portfolio.

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