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Nokia sees devil in Onida’s cell ad
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#1
The brand that romped home with a spot featuring a diagonally cracked television set has grown to include washing machines, microwaves, and now, mobile handsets. And the owner continues to be proud, but Onida’s latest neighbour is not envious, but downright peeved.

Nokia, the world’s largest handset maker, has taken offence at Onida’s new ad that targets the Finnish company heads on. ‘Dimaag Nahi Hai Tabhi To No Kiya’, goes the punchline playing upon Nokia and ‘No Kiya’, in the spot designed by McCann-Erickson.

After a Nokia communiqué, Onida now is looking at the “possibility” of withdrawing the ad. Onida is a veteran of provocative advertising, but so far the victim has been an imaginary envious neighbour. It’s horned-devil themed ‘Neighbour’s Envy, Owner’s Pride’ campaign ran for more than two decades consecutively, making it one of the most talked-about in Indian advertising history.

With cell phones, owners Mirc Electronics tried a step up in the provocation ladder, but seem to have slipped. The Finnish handset giant has written to Mirc to drop the “disparaging” handset commercial that portrays brand Nokia in a poor light.

Nokia, which is one of the most admired brands as per various surveys, is yet to approach the Advertising Standards Council of India (ASCI), a self-regulatory voluntary organisation of the advertising industry. Onida, which is a new entrant in the crowded and competitive handset market, has been aggressively advertising its range of 14 mobiles with a Rs 100-crore budget. Nokia has taken offence to its name being used indirectly in the commercial. “We have written a letter to them that the ad should be withdrawn,” Nokia India MD D Shivakumar told ET.

Mirc Electronics CMD Gulu Mirchandani said that his firm had received “some communication” from Nokia on the advertisement. “The idea was not to undermine any brand, it is just a tongue-in-cheek advertising style. We have not withdrawn the ad yet, but we may look into the possibility,” he told ET.

Nokia India director (marketing) Vineet Taneja said Indian consumers are more intelligent and discerning than advertisers often perceive them to be. “Comparative advertising based on facts is acceptable. However, we believe this is disparaging advertising and does not follow the spirit of advertising code of conduct,” he said.

Mirc has launched over a dozen basic models ranging from Rs 1,500 to Rs 8,000 in the low-to-medium end segment of the 110-million handset market. It has a sourcing tie-up with Chinese vendors and set up a design team at its Wada-based manufacturing facility. Mirc is currently leveraging the distribution and brand recall of its consumer electronics line — that includes colour televisions, washing machines, air conditioners and DVD players — for the handset business.

Company watchers said that in a highly competitive market, Onida has adopted an aggressive strategy to attract consumers.

Nokia’s closest rivals in India are Samsung, Sony Ericsson and LG. With India adding over 10 million users every month, there is a burgeoning demand for low-end to mid-level mobiles. Domestic handset companies like Onida, Videocon and Maxx Mobile have been upping ad spends to catch eyeballs in the world’s fastest-growing telecom market.

India is also Nokia’s biggest manufacturing facility. It had a cumulative production volume of 250 million units as of April 2009. Motorola, Samsung and Sony Ericsson also manufacture mobiles in India. The handset market was pegged at 110 million units at 2009-end.

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#2
Quote:Dimaag Nahi Hai Tabhi To No Kiya
Hahaaha very good punch line . Now Sony Ericcson , Samsung handsets are better than Nokia handsets
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