Shah Rukh Khan is Nokia Corporate Brand Ambassador

'Nokia mera humsafar, dus saal se mera saathi,' says SRK.

Nokia India has appointed Bollywood superstar Shah Rukh Khan (SRK) as its corporate brand ambassador. As part of this association, Nokia has launched a TVC created by Bates David Enterprise and is directed by ad filmmaker Pradeep Sarkar.

The TV commercial focuses on the seamless weaving of Nokia in people's lives today and highlights how the brand has become a trusted friend by being with them in the most important moments of their life. The target audience for the commercial is SEC A, B and C segments in the age group of 14-45 years.

Alok Agarwal, Executive Vice-president, Bates David Enterprise, says, "Considering that every three of four owners of mobile phones in India are Nokia owners, there is a need to make them feel comfortable and reassured about the brand of their choice. Shah Rukh, with his mass appeal, cuts across metros, small towns and the interiors of the country."

Devinder Kishore, Marketing director, Nokia India, said, "There is a complete synergy between Nokia and the personification of the Shah Rukh Khan as a brand – both have a youth connect, are trendy, technology savvy and most importantly, symbolise trust. We believe this is the perfect coming together of the two leading brands in entertainment and mobility."

SRK added, "Nokia's very human technology has made it simpler for people to stay connected – with each other and to their passions. I have been a Nokia user for more than a decade and have used various handsets over the years. I am absolutely delighted to work with a brand that I admire."

The TVC begins with SRK talking on his cell phone and walking in his house. As he does so, he says, 'Kuchh khaas baatein sabse pehle kuchh khaas hi jaantein hain'. He opens the door and enters a nursery with a cradle in it. He calls out to his son and says, 'Jaise zindagi mein nayi zindagi ka aana.'

He opens another door and enters a bedroom with photos of his wife and him on the walls. He dusts a photo on a table affectionately and says, 'Har taqraar aur pyaar ka afsana.' Then he opens yet another door and enters a room that looks as if it's ready for a movie launch event. There is a banner of Om Shanti Om in the background and a group of people congratulate him saying, 'Well done, Shah Rukh bhai, mubarak ho.' And SRK says 'Har khushkhabri jo paas laata hain'.

The commercial shows a host of such events that bring out how people use the elements of mobility, voice, imaging, SMS and music in their everyday life. The TVC ends with SRK saying, 'Ek aisa dost jo hain har dil main shaamil. Nokia mera humsafar, dus saal se mera saathi, mera vishwas. Hamara Nokia.'

Televisionpoint.com