Mobile handset brand, Nokia, has decided to use only the digital media for its recently launched model - N97 Mini.
The Finnish brand, for which India is the second-largest market, will not use any traditional media to promote this recently-launched model. This strategy is for a four-month period only, which will encompass the launch period.
The company plans to spend around Rs7 crore on the digital medium to announce the launch of the phone.
R P Singh, director, business planning, Maxus Interaction, the agency that handles Nokia's digital media duties said that the reason why Nokia has decided on a digital-only campaign is because the features of the N97 Mini are "in tune with the digital media" and the target audience for this phone is readily available online.
The N97 Mini is an internet-connected multimedia device in which various mobile applications or widgets, such as Twitter, Facebook and Gmail come pre-loaded; while other applications can be downloaded from Nokia's mobile store, Ovi.com, for free.
Moreover, the phone's home screen, like a computer's desktop, can be customised; and users can place specific shortcut icons for mobile applications, say Twitter. Thus, the user gets one-click access to Twitter through the icon.