Nokia Lumia 510 urges youth to 'trendify'

Nokia has brought out a new campaign for its recently launched handset, the Nokia Lumia 510.

The TVC created by JWT India stems from the client's brief of making Nokia Lumia 510 a handset for self-confident youth who are trendsetters in their own world. The core theme of '#Trendify' comes from Nokia's digital partner, Havas Digital (India).

Shot at various locations in Mumbai, the film shows young people engage each other with a bird-kiss gesture with their hands. The last few frames put perspective to these sequences, saying that 'the kiss just got trendified' - with Nokia Lumia 510's content sharing and uploading applications, one can convert actions into trending topics on social media.

Viral Oza, marketing director, Nokia India, said, “The aim was to connect to the urban youth on a platform and space that is relevant to them. The youth today is socially connected 24x7 and have their own take on life. They experiment to express their originality, creativity and individuality. Topics that trend affect their lives in a big way, it is their tool to express themselves on the bigger stage. However sitting in one corner and doing something cool can never become a trend on its own, it becomes a trend only when the world sees it. And it is the Nokia Lumia 510 with its integrated social experience with the ‘People Hub’, that gives youth the power of easy technology allowing them to share with their friends and social groups in a single go. This idea of super easy sharing on the go that triggers a ‘trend’ was brought alive by the new trend of Kissing in the TVC.”

Bobby Pawar, chief creative officer, JWT India, said, "The brief was that this handset from Nokia makes it easier for you to socialise whatever you've captured; it fillips your tendency to start a trend instantly. These days you see people indulging in routine activities and elevating them by creating a trend out of them. #CatchOn for instance, was borne in such fashion. And that's how we arrived at the idea of starting a kissing trend, it's something users can instantly connect with."

Satbir Singh, managing partner and chief creative officer, Havas Worldwide (India), said, "Today, people networked through social media have the power to create trends. Trending topics can vary from a world cup victory to what people are having for dessert. Tweeting incessantly through the day, I've often seen this at work. Which is where the idea sprang from. 'Let's trendify' sums that up. And considering most social connectivity is through mobile phones and Lumia 510 comes armed with People Hub, superb camera and a really large screen, it all fitted beautifully. The kissing film from JWT brilliantly captures 'trendifying'."

Havas Digital has also created a website trendify.in where audience can post stuff that they believe can trend.

Credits:

Client: Nokia
Agency: JWT India
Chief creative officer: Bobby Pawar
Planner: Pinaki Bhattacharya, Deepa Mhatre, Kamakshi Thareja
Senior creative director: Simran Sahni, Anupama Ramaswamy
Account management: Babita Baruah, KRK Ganesh, Prutha Nesargi
Director: Binay Pradhan
Production house: Corcoise Films
Media agency: Maxus