NOKIA MUSIC THEATRE by Maxus India for Nokia

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Industry Mobile phones, devices & accessories, Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency Maxus India
Released December 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: NOKIA INDIA
Product/Service: MUSIC THEATRE
Date of First Appearance: Dec 2 2010
Entrant Company: MAXUS INDIA, Gurgaon, INDIA
Business Director: Akhil Padman (Maxus India)
Business Executive: Shagun Gupta (Maxus India)
Group Head: Abhik Chanda (Maxus India)
Client Servicing Leader: Kingshuk Mitra (Maxus India)
Investment Director: KK Padmanabhan (Maxus India)
Associate Business Director: Megha Pahwa (Maxus India)
Investment Director: Manish Nagar (Maxus India)
General Manager: Mausumi Kar (Maxus India)
Business Manager: Ravi Shekher (Maxus India)
Business Manager: Parul Pandhoh (Maxus India)
Group Head: Gauri Sharma (Maxus India)
Group Head: Traptika Chauhan (Maxus India)
Investment Manager: Jyoti Tater (Maxus India)
Business Executive: Aashish Khokhar (Maxus India)
Group Head: Shaily Suneja (Maxus India)
Media placement: On Ground - 'Nokia Music Theatre' Van - 4 December 2010
Media placement: On Ground - In Studio Auditions - 20 December 2010
Media placement: Print - Dainik Bhaskar - 8 January 2011
Media placement: Radio - MY FM - 20 January 2011
Insights, Strategy & the Idea
India has a rich heritage of native music. Each state has its own form of music, vocal and instrumental, and an array of indigenous musical instruments to showcase their abundant talent.
Bollywood is a religion, Bollywood actors are demigods and Bollywood music the gospel. The popularity of Bollywood music and its offshoots haven’t left any space for other forms of Indian music to survive.
Indigenous music has not died down completely. Few sparks exist in smaller towns and rural areas.
Nokia has had a long term association with Music in India. However, suspending its commercial agenda Nokia decided to revive the grass root music of India.
Nokia decided to revive these lost art forms by creating a platform ‘Nokia Music Theatre’ to identify, train and reward small town wonders practicing indigenous music.
In its own unique way, ‘Nokia Music Theatre’ is about re-connecting India with its rich culture of music.
Creative Execution
Nokia Music Theatre is a 30,000 sq. ft. physical studio that Nokia has set up in the country’s capital. The studio includes an indoor recording studio and an outdoor performance area.
For establishing the context, mass media was not relevant. We adopted the route of using local media to reach out to these small town talents.
A ‘Nokia Music Theatre’ Mini Van was used, which covered thousands of kilometers, going to grass root levels of each state in India seeking out small town wonders for local auditioning.
The local newspapers and radio channels carried success stories from their locality, transforming the individual to a celebrity overnight. Extraordinary talents were showcased through an exclusive radio show in their state - ‘Music from the hearts of India’.
Performers identified by Nokia’s team of renowned judges were shortlisted to perform at the state of the art Nokia Music Theatre studio in Delhi NCR.
Results and Effectiveness
The pilot in the 1st month in Rajasthan received 35,000 participants, eager to express their musical talent!
250 voices have been shortlisted from this first batch and a few potential stars of the future have been identified.
Nokia has given the hope of a brighter tomorrow to indigenous musicians and their art forms.
Through this initiative, Nokia will take the voices from the hearts of India to the millions within the country and overseas. Nokia Music Theatre will also help these individuals sustain themselves by generating funds through exclusive performances to audiences and big media houses in India.