Nokia: advert-body-3 by Dentsu Aegis Network

Nokia rolled out its cross-platform campaign urging people to spend time with their loved ones instead of technology during Diwali (festival of lights).

The ad conceptualised by Dentsu Aegis Network begins with a mother and son having breakfast but the son is primarily on phone talking to his colleague in the office about work and leaves without having breakfast.

He comes back to see his mother already asleep and leaves a gift besides her. The mother wakes up and goes to him telling him he's gifted her his phone and that's when the son says that on Diwali, he will stay with her and she can keep his phone to avoid any disturbances.

The campaign will run across TV, retail, activation, social and digital.

Jyotsna Makkar, head of marketing, HMD Global (India) said: “As the pioneers of mobile telephony, Nokia has been instrumental not just in bringing innovative devices to people, but also in helping them forge deep connections. The reason the love and trust for this brand has endured, is because Nokia has always been a people’s brand – it’s deeply ingrained into our DNA.

"We thought it was important that a brand that showed all of us the way to connect, could also remind us that technology has the power to both unite as well as make people feel disconnected, this is a universal insight in our cultural context today”

Narayan Devanathan, group executive and strategy officer, Dentsu Brand Agencies (India) said: “People don’t like brands to ‘enable’ them anymore. They like brands to demonstrate that they understand them. What this campaign idea does best is to bridge millennials’ purposive lives with Nokia mobile’s campaign promise of uniting with their loved ones, using Diwali as the shining, happy India context.”