Public Relations: Nokia tasks Text 100 with gaming launch

For its soon-to-be launched gaming business, Nokia's PR campaign will focus on "generating a high impact launch for Nokia's N-Gage QD platform in India, working on consumer interest and excitement for mobile gaming in India".

N-Gage QD is a compact device with a hot-swappable multimedia (MMC) slot for instant gaming, smartphone features and longer battery life.

The new model enables close-range mobile multiplayer gaming via Bluetooth wireless technology and also supports advanced features such as personal information management, an XHTML browser and email, among other features.

"Mobile gaming is a relatively new concept in India. While there are 300,000 Java-based phones in India, 80,000 games are being downloaded on monthly basis. This is just the tip of the ice-berg," said interactive marketing specialist C2W chief executive officer Alok Kejriwal.

Mobile gaming, along with image building, was part of the mandate assigned to Text 100 when it was appointed as Nokia's PR agency earlier this year, following a multi-agency pitching process. Further details were not disclosed.

Said Sanjeev Sharma, managing director, Nokia India: "We briefed (Text 100) on strengthening our current perception as a market leader (from a technology perspective), communication requirements for the networks division and to provide support for new product launches. We are entering the gaming and imaging business, so we have briefed (Text100) on this as well."

"They fitted best with our requirements. Since the technical component is key in our communication strategy and - with Text 100 being a specialist in technology PR - we opted for Text 100."

Text 100 managing director Zacharia James attributed the win to the consultancy's "experience in managing consumer technology campaigns, methodology and calibre of people".

Text 100 has previously worked with clients including British Telecom, Motorola, ABTO and Reliance Infocomm.

The Nokia account was previously handled by Ogilvy PR. However, Ogilvy will continue to handle Nokia business in other regional markets.