The mobile handset leader Nokia India today unveiled an interactive marketing campaign called 'Nokia Channel Me' as part of its engagement with the forthcoming IPL season, though it is not exclusive to the cricketing event.
"We are targeting those in the 18-25 age group with a 360 degree campaign during the forthcoming Indian Premier League 5 season," Nokia India marketing director Viral Oza said here.
The campaign will revolve around the existing and new Nokia smartphone consumers downloading an application called 'Fun2Shoot' from the Nokia Store or Windows Phone Marketplace and stream live content created by them.
When asked if this interactive campaign is aimed at regaining its eroded market share among the same age group, he parried it by saying, "We were always focusing at this demography."
According to a study by CyberMedia, smartphone shipments in the country touched 11.2 million units in 2011, recording a year-on-year growth of 87 per cent. The year saw the launch of 150 models by over 30 vendors in the smartphone category in the country.
Nokia emerged as the leader in the smartphones segment with a 38 per cent share, followed by Samsung with 28 per cent share in 2011. Research in Motion (BlackBerry maker) dropped to third place with a 15 per cent share.
Nokia that has been sponsoring one of its brand ambassador Sharukh Khan's IPL team Kolkata Knight Riders (KKR), since the inception of the franchise-owned shorter format of the game, added that participants have a chance to host a 'Nokia-Kolkata Knight Riders' Chill Party'.