Nokia, back in the day was a brand synonymous with the mobile phone. Once a market leader, Nokia won the hearts of all its consumers and enjoyed a sort of monopoly in the market. Nokia rode the wave of success for many decades. However, once the smartphone was introduced, Nokia as a brand struggled to find itself a suitable position in the market. Innovation became the name of the game and consumers wanted the best smartphone available. Unfortunately for Nokia, many players had entered the smartphone market by then that posed to be more than competition. However, Nokia wasn't ready to give up. They launched the Nokia Lumia series. They're own version of the smartphone. Despite their efforts, the Lumia series failed to make the desired mark. Slowly Nokia faded from the Indian market.
Recently however, Nokia has rebranded. They've changed their logo and have an all new strategy to disrupt the smartphone market in India. This news came as a surprise to all who remember and cherish in the nostalgia of having owned a pre-smartphone era Nokia mobile phone. The brand has big plans for the country and a refreshing take to appeal to consumers of all ages.
In an exclusive conversation with Storyboard18's Shibani Gharat, Nokia mobile phone's parent company HMD GLobal's Sanmeet Singh Kochhar, vice president - India & MENA and Adam Ferguson global head of proposition, partner and product marketing talk about the brands revival in India.