Nokia Asha: How 'Nokia Asha 305' boarded a train that it missed

This case study describes how Nokia overcame its late entry into the Indian touchscreen mobile market by positioning the Asha 305 as a 'wingman' to help young people navigate life.

Nokia Asha: How 'Nokia Asha 305' boarded a train that it missed

Shubhrojyoti Roy, Kamakshi Thareja and Pinaki Bhattacharya

Campaign details

Brand owner: Nokia India SalesLead agency: JWT DelhiBrand: Nokia AshaCountry: IndiaIndustry Mobile and cell handsetsChannels used: Games and competitions, Internet - general, Point-of-purchase, in-store, Social media, TelevisionMedia budget: 1 - 3 million

Executive summary

This case study describes how Nokia overcame its late entry into the Indian touchscreen market by redefining its Asha 305 as a wingman rather than just a gadget.

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