Nokia's Lumia hits stores in India today
Nokia has unleashed its biggest-ever marketing campaign in India for the launch of its Windows-based smartphone Lumia on Friday, so as to keep itself relevant in a market being swarmed by Google Android phones such as Samsung Galaxy range.
Called The Amazing Everyday, the campaign includes impromptu dance performance by a foreign troupe in Mumbai; a luxury helicopter ride for consumers in Bangalore, Hyderabad and Chennai; exclusive premiere for pre-bookers with tennis star Sania Mirza at Ambience Mall in Gurgaon late on Thursday; a mega musical event in Delhi on Friday, and toll exemption for more than 15,000 cars at DND Freeway connecting Delhi and Noida on Friday, among several others including aggressive advertisement across different media platforms, to connect with the young consumers across top cities.
" Nokia India Marketing Director Viral Oza says "We have redefined what we mean to the consumers." Analysts call it a desperate attempt to reclaim ground in the smartphone market. "Nokia is desperate to make Lumia work," says Saurabh Uboweja, director of brand consulting and design firm Brands of Desire.
"If Lumia flops, Nokia is likely to become conservative in marketing." Lumia is Nokia's first serious offering in smartphones comparable to Apple iPhone and top Android phones of Samsung, HTC and Motorola. And the Finnish firm, which still dominates the Indian handset market with a 30% share, is leaving no stone unturned in its bid to make Lumia a success.
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