The strong performance of the Indian economy led by the growth in the telecommunications sector is ushering in an era of social and economic progress. Business analysts and political commentators concur that in the coming years, India will emerge as a global superpower driving the global economy. However for India to achieve this leadership position a lot still needs to be done to strengthen our rural infrastructure and services sector and the telecommunications industry is uniquely positioned to play the role of a catalyst driving India's socio-economic progress.

Across India, mobile communications is already one of the fastest growing sectors with the number of wireless users (60 million) surpassing wire line subscribers (46 million). However, considering that India's current telecom penetration is less than 10%, the country still has a long way to go to compete with developed countries where the telecom penetration is nearly 100 %. To realize the untapped potential in the Indian market, Nokia has recently launched the 'Jaago India Jaago' campaign. The campaign has been designed to mirror the tremendous potential for the Indian economy and showcase how the adoption of mobility is synonymous with progress and a better quality of life.

The campaign uses the unique 'Talking Alarm' functionality of the Nokia 1110 and 1600 as a metaphor to convey how more and more Indians are waking up to mobility and progressing in different walks of life. To reach out to a larger number of people across geographies and languages, Nokia has launched the Talking Alarm Clock feature in five regional languages including Hindi, Tamil, Bengali, Marathi and Gujarati.

With this campaign, Nokia is urging the Indian consumer to wake up to the potential in this country which if realized can help India maintain and further build on its image of a potential superpower for the world.

Rationale:
In line with its initiative of expanding voice in emerging markets, Nokia has been committed to market education and introducing relevant products and applications for different markets. Nokia understands the specific needs of Indian consumers and has been instrumental in expanding mobility to Indian masses with campaigns such as Made for India, Har Jeb Mein Rang and Saral Mobile Sandesh.

About the campaign:
The campaign is targeted at expanding the consumer base in smaller cities, towns and villages and thus has local feel to it. The campaign will run across multiple mediums including Television, Cinemas, Print, Outdoor and Radio.

About the products:
The Nokia 1110 (black & white display) and Nokia 1600 (coloured display) are ideal for first time users as they have an inbuilt Graphical Demo Mode which allow users to access and familiarize themselves with the main functions in the phone even without inserting a sim card.  Another stand out feature of these new handsets is the unique Talking Alarm and Clock in five regional languages including Hindi, Tamil, Bengali, Marathi and Gujarati.

Nokia handsets are renowned for their ease of use and the Nokia 1110 and Nokia 1600 phones continue this tradition with a new intuitive user interface that makes full use of graphical icons and large font sizes and the built-in handsfree speaker. The Nokia 1110 has an inverted black and white display whereas the Nokia 1600 has a 65,536 colour display. With the new menu structure, accessing basic features, such as managing calls and contacts become much easier. In addition to polyphonic and MP3-grade sounds ring tones , the Nokia 1110 and Nokia 1600 also feature a unique cost management feature, such as Nokia Prepaid Tracker support to help users monitor their phone usage. This will be an operator dependent service.