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.
The mobile category in...