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TMCNet: Priyanka to add style quotient to Nokia phones

[October 15, 2008]

Priyanka to add style quotient to Nokia phones

New Delhi, Oct 12, 2008 (Asia Pulse Data Source via COMTEX) --
World's largest mobile phone maker Nokia signed Bollywood diva Priyanka Chopra to add a style statement to the sleek handsets of the Finnish company.

Bollywood superstar Shahrukh Khan is the corporate brand ambassador of Nokia.
After Samsung, Sony Ericson and Motorola have also resorted to Indian celebrity endorsements to promote their devices in the domestic market. Aamir Khan can be seen saying "Next is what" for Samsung Mobiles, while Hrithik Roshan has been addding jazz to the Sony Ericson campaigns. Similarly, US-based mobile maker Motorola has selected Abhishek Bachchan to promote its music mobile phone -- the Rockr series.

Nokia, known for its strong and sturdy handsets, is trying to be stylish in design and approach following the competition thrown up from LG and Samsung, who have positioned themselves as functionals and stylish handset makers.

Nokia says it selected Priyanka to create a deeper connect with its young and style-savvy consumers. The new campaign carries tagline "It's not just a phone, it's who we are". It was directed by fashion photographer Jonathan Lennard and developed by creative agency Wieden and Kennedy, Nokia India Director-Marketing Devinder Kishore said.

The campaign would be on air from next week, he said.
"Nokia is delighted to strengthen its bond with the style-conscious consumers, both through its association with Priyanka Chopra and our latest style campaign. This is a very trendy and attractive campaign that focusses on weaving Nokia in people's lives across all their stylish and cherished moments," Kishore added.

Though marketers feels that association with celebrity increases the brand recall, a survey said 46 per cent of people buy products only on basis of merit.

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