Integrated Marketing Communication
Group Assignment-1
AGENCY NAME: AAANNKH
BRAND NAME: NOKIA
Prof: Tapas Ranjan Moharana
APO-2 (Section A)
Anish Sai Akula- 220101012 | Anushvi Panwar- 220101018 | Arnav Sharma- 220101022
Hridi Hemango Kaushik- 220101050 | Kashish Makkar- 220101058
Navjot Narwal- 220101071 | Niral Jain- 220101075
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I.
ANALYSIS OF NOKIA’S VIDEO ADVERTISEMENTS
1. Nokia C3 – Work. Play. Your way
Current Price: INR 7499
Target Market of brand
The Nokia C3 is aimed at budget-conscious users. Nokia is targeting
the segment that wants the benefits of a larger battery life, ease of use,
and a better look due to the larger display with the campaign.
Potential objectives/goals of advertisement:
The advertising highlights Nokia's goal of extending people's faith in
feature phones to smartphones at a comfortable budget. It emphasises the fact to Keep Going
throughout the day and experience everything in HD. Some of the critical features in the
advertisement include brand name, battery life, HD experience, camera quality, stylish looks
and different colours of the phone.
Creative Strategy:
Purpose:
To portray the device as a low-cost smartphone that allows users to improve their whole
smartphone experience by having HD videos, a longer battery life, and an outstanding camera.
Archetype: Practical Trendsetter
Qualities like stylish looks and durable working of the phone yet being budget-friendly shows
the qualities of a practical trendsetter who values long-lasting products within the budget.
Advertising Appeal: Rational Appeal
Rational Aspect: The advertisement focuses on the practical and functional qualities of the
Nokia C3 smartphone. Increased emphasis on the smartphone camera, demonstrating the
underlying relevance of the camera in any of the devices. The phone's availability in various
colours suits the preferences of many people.
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Advertising Execution: Animation
The phone is animated throughout the majority of the ad. The phone's features were also
communicated through animation, with peeks of the phone in an animated background.
Link for the video ad: https://youtu.be/OfEK9XpNwrE
2. Nokia X30 5G – Play the long game
Current Price: INR 48999
Target Market of the brand:
Nokia has long been known for producing incredibly durable mobile
phones. The Nokia X30 5G is a robust smartphone with slim and modern
looks for longer usage. The phone is priced in the premium category. As a
result, this is aimed at users who will look beyond the price for a robust and
attractive smartphone.
Potential objectives/goals of the advertisement:
The advertisement tries to make it apparent to its audience that the smartphone is an ecofriendly product built to last and can withstand heavy use while still looking great. This
communication is highlighted in the ad via the following elements:
• The phone can capture images in different lighting and through a dense forest.
• The phone is unaffected even after someone puts it in the mud.
• The phone is always protected with the latest software and security updates to increase its
lifetime.
• The frame showing a plastic bottle indicates that the phone is made of recycled materials and
is entirely eco-friendly.
Creative Strategy
Purpose:
The purpose of the advertisement is to communicate the USP of the Nokia X30 5G as a
smartphone that is durable, tough, eco-friendly and made to last, all while looking amazing.
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Archetype: Imperishable
The advertisement depicts people performing different activities with the Nokia X30 5G put in
the scene. The longevity and durability of the phone are highlighted along with the design
features, which indicates that the phone is neither compromised on the build of the phone nor
its looks.
Advertising Appeal: Rational and Emotional appeals.
Rational Aspect: The advertisement focuses on the product's practical, functional, and
utilitarian requirements. The majority of reviewers emphasise the fact that the phone can
withstand rigorous use. In addition, the phone is visually appealing. Therefore, this is ideal for
anyone looking for a robust yet stylish phone.
Emotional Aspect: Nokia is a long-standing brand known for its rugged phones. The
advertisement emphasises that it’s made of eco-friendly material with recycled plastic, which
shows that its usage will not lead to any environmental damage, and people can connect
emotionally. The ad's final frame includes the text "Play the long game", which appeals to
consumers' attachment to Nokia as a long-lasting phone.
Advertising Execution: Demonstration
The advertisement depicts the product's USP through executions in real-life circumstances, as
mentioned above.
Link for the video ad: https://youtu.be/jUg0CSWQEI8
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II.
ANALYSIS OF NOKIA’S PRINT ADVERTISEMENT
NOKIA C31 – The Big Move
Target Market of the brand:
Emphasis on: 
Trust – Nokia has strong brand recognition in India and a history of offering reliable
and durable devices. This may also appeal to consumers who value trust and longevity
in their smartphones.

The Big Move – an entry-level smartphone with essential features and affordable
pricing- targets first-time buyers or those upgrading from feature phones to entrylevel smartphones.
Functionality – The advertisement for Nokia C31 highlights several features of the
phone, including a camera from Google, a large screen size, a long-lasting battery,
and an operating system free from ads.

In summary, the target market for Nokia C31 in India may include budget-conscious
consumers who prioritise reliability and basic functionality over advanced features, those
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who value the Nokia brand for its reputation of durability, and first-time smartphone users
looking for an affordable and user-friendly device.
Potential objectives/goals of advertisement:
Based on the features and target market for Nokia C31 in India, some potential objectives or
goals for the advertisement campaign could include:
1. Appeal to first-time smartphone buyers: The advertisement could aim to appeal to
first-time smartphone buyers in India by highlighting Nokia C31's user-friendly
interface, basic features, and affordability. By targeting this segment, the
advertisement could encourage first-time buyers to choose Nokia C31 as their entrylevel smartphone and build brand loyalty among this demographic.
2. Differentiate from competitors: Nokia C31 aims to differentiate itself by
emphasising its reliable and durable build quality, ad-free OS experience, and Google
camera feature. The advertisement could encourage consumers to choose Nokia C31
over other budget smartphones in the market.
3. Generate sales: By targeting consumers who prioritise affordability and basic
functionality, the advertisement could encourage potential customers to consider
Nokia C31 a viable option for their smartphone needs.
Creative Strategy
Purpose: The Nokia C31 print ad aims to promote the product to potential customers, create
brand awareness, and drive sales. By highlighting key features, educating customers about
the product's benefits, and encouraging action through a call-to-action, the ad appeals to
customers prioritising affordability and reliability in their smartphones.
Archetype: The brand archetype for Nokia C31 could be "The Regular Guy/Girl" or "The
Everyman/Everywoman."
This archetype represents down-to-earth, practical, and relatable individuals who prioritise
simplicity, reliability, and affordability in their choices.
The Nokia C31's essential features, such as its long battery life, ad-free OS experience, and
Google camera, support this archetype by offering practical and reliable solutions to
customers' smartphone needs at an affordable price.
Headline: The headlines "Trust It" and "The Big Move" are designed to capture consumers'
attention and promote Nokia's brand identity as trustworthy and reliable. Nokia aims to target
first-time users considering upgrading to smartphones, emphasising the product's reliability
and suitability for those making significant changes in their lives.
Subheadings: The subheadings in the Nokia C31 ad focus on the phone's features and price,
creating interest among readers about its functionality and affordability. By highlighting the
product's key features and competitive pricing, the ad aims to draw attention to the product's
value proposition and appeal to budget-conscious consumers.
Body Copy: The ad is brief and crisp and does not contain a body copy.
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Visual Elements: The Nokia C31 ad showcases the phone's aesthetics by featuring front and
back views in portrait and landscape modes, accentuating its large display. The ad also
educates consumers about the various colour options available for the product. By
highlighting the phone's design and display features, the ad aims to create interest among
potential customers and depict the product's visual appeal.
Advertising Appeal: Rational Appeal
The Nokia C31 advertisement utilises a rational appeal strategy by emphasising the phone's
affordability and durability to promote the product. Additionally, the ad employs a featurefocused approach, highlighting various product attributes to appeal to customers' rational
purchase decisions and create favourable attitudes towards the product.
Advertising Execution: Straight-Sell
The Nokia C31 advertisement has a simple execution and primarily focuses on presenting
straightforward information about the product's specific attributes. This direct approach
highlights the product's functional benefits and value proposition, appealing to customers
seeking a reliable, affordable smartphone option.
III.
ANALYSIS OF APPLE VIDEO ADVERTISEMENTS
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IV.
CONCLUSION
Parameters
Nokia C3
Nokia X30
Current Price
₹7499
₹48999
Target Market
BudgetConscious
Users
Goals of the
Ad
The
advertising
highlights
Nokia's goal
of extending
people's faith
in feature
phones to
smartphones
on a
comfortable
budget.
iPhone 14 Pro
HomePod
It is aimed at
People who are
The target
users looking
interested in
market for this
beyond the
technology and
is both tech
price for a
staying
enthusiasts and
robust and
connected with
those who are
attractive
their loved
new to
smartphone.
ones.
technology.
The
advertisement
Its potential
emphasises that
objectives are to
the smartphone Apple aimed to
showcase the
is durable, long- inform potential
product,
customers about
lasting, ecodemonstrate its
the product
friendly, and
abilities, and
(awareness) or
equipped with
ultimately
convince them
advanced
prompt people
to purchase
software and
to purchase or
(persuade).
security
upgrade their
updates.
device.
To
communicate
The creative
the USP of the
strategy used in
Nokia X30 5G,
this
which is
advertisement is
durable, tough,
focused on
eco-friendly,
simplicity and
and made to last
emotionality.
while looking
fabulous.
The Apple
HomePod
advertisement
showcases the
product's
features and
highlights the
potential that
comes with its
use.
Purpose
To portray the
device as a
low-cost
smartphone.
Archetype
Practical
Trendsetter
Imperishable
Hero
Creator
Advert Appeal
Rational
Rational and
Emotional
Emotional
Creativity
Ad Execution
Animation
Demonstration
Traditional +
IMC
Lifestyle
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