Nokia initiated its ‘The Amazing Everyday' campaign on Dec. 10 by simultaneously organising flash mobs across four cities, namely Mumbai, Delhi, Bangalore and Hyderabad. The idea was to establish a brand connect and at the same time, communicate the proposition of how the Lumia 800 will amaze them in their everyday lives by letting them turn their daily routines into something amazing.

Elements of the campaign personify the product itself like adventure, Live Tiles, social interface and capturing and sharing of special moments for the consumer. Anticipated to be Nokia's most visible campaign so far, the launch is planned in phases starting with a pre-booking, moving onto small amazing events across metros and mini metros, followed up by little surprise activities, and ending with an online and digital exercise, through all of which the consumer experiences ‘adventure'. Additionally, Nokia will also create five short films, one on pre-booking, one brand film and three others on the product to reach audiences. In this campaign, Nokia is creating, for consumers, unique and interesting moments in their daily lives. Targeted at the youth who seeks adventure, and craves spontaneity, enrichment and thrill in their everyday lives, the company is using social media heavily to reach and connect with them.

The ‘amazing experiences' include elements such as an impromptu flash cricket at select public places, offering a chance to play cricket with your favorite Indian and international cricketers in Chennai, or an extempore dance performance at a night club in Mumbai. The first Flash Cricket was held at the Express Avenue with two international cricketing stars. In cities like Delhi, lucky consumers can enjoy a day when they will not be charged a DND Toll. On another day, consumers can enjoy a ride in an exclusive Lumia Taxi, which will be seen on the streets of Bangalore and Chennai, which will come accompanying choices of opting for an out-of-the-ordinary experiences like a 30 minute luxury helicopter flight over the city; parasailing a micro light flying session; a luxury sedan (BMW) drive with friends; a romantic dinner for two; a master chef session at a renowned restaurant; or a private party at the passenger's home.

"The campaign is aimed at reminding people that even everyday routine can be amazing and there are little adventures waiting for everyone around the corner. We plan to organize many more such activities over the coming days in the city," said T. S. Sridhar, Regional General Manager- South, Nokia India.

Nokia has also associated with the Indiafest - called the Nokia Amazing Journo. The Nokia Amazing Journos are students who report on the Nokia India Fest LIVE from Goa on their Nokia Lumia devices. Eight such Journos will be selected from each of the Mini IndiaFests. In order to be a Nokia Amazing Journo, the students have to capture Amazing Everyday moments around them at the Mini IndiaFest and upload these images on the IndiaFest page, or at the Nokia Lumia kiosk. One winner from every city will win the Nokia Lumia and be the Nokia Amazing Journo.

The campaign culminated in Mumbai with a scintillating impromptu performance by the singer KK and the band Parikrama at Bandra Fort, while in Bengaluru, Raghu Dixit and Indian Ocean performed at UB City.

Beep Experience Management rolled out the branded taxis with an invite to an exciting party for Nokia - Lumia in Bengaluru and Chennai. The brainstorming sessions were largely about surprising people and changing their normal day to something amazing and concluded on spotting people in transit and changing their day. "The idea took shape during our research when we came across a similar idea done internationally and hence, the taxi took shape from its inspiration. The campaign generated a lot of shock and awe as well as interest. Interestingly, a lot of people decided to say ‘Yes' when they were given an option for a free ride. Those who did say ‘Yes', ended up having an amzing day," said Vivek Warrier, Manager - Business Relations, Beep.