Results and Effectiveness

Nokia Mobile Antakshari created a differentiator among the smart feature phone segment through this app by giving a chance to the user to be one of the shortlisted players to perform in the final round to an audience of more than 8.6 million users. A reality show that truly garners reach without the might of television. The platform has allowed Nokia to ‘vital connect’ with over 2 lakh ‘deep engaged users’ and ‘passive connect’ with the rest. Recognition from the media community reinstated this successful belief.

Creative Execution

Nokia partnered with RockeTalk - India’s largest mobile social networking application to launch Nokia Mobile Antakshari. RockeTalk has over 16 million registered users and over 1,50,000 active communities. The application is supported on most phones that are GPRS enabled both low end and high end ensuring scale. Antakshari is a popular Bollywood game that is predominantly played with families or friends in a closed circuit. It is not uncommon to watch people burst into a song egging the next person to continue the chain of melody in a fun filled competition mode-be it a bus ride, a picnic or a marriage sangeet. Nokia with RockeTalk thus broke boundaries and introduced the game on a platform much favoured by the youth of the country to come together and connect with millions of fellow country mates.

Insights, Strategy and the Idea

The marketing objective was to launch Nokia Asha 200 and position it as being a fun and entertaining device with the hook of Unlimited Music. The communication goal was to demonstrate this proposition to youth in Tier 2 and Tier 3 towns of India and generate trials on Nokia Music Store. In these towns, music was a huge passion point. Youth in these towns always hung around in groups. They were involved in activities that resonated with each others’ interests and thus kept themselves a closely knit unit. Hence the insight was to develop a platform that would further bind the friendship and may even break boundaries in bringing millions of likeminded youngsters engaged in a common activity. Thus the idea was to introduce Antakshari, a popular bollywood game, on mobile handsets and connect millions of youngsters across the country.