MUMBAI: Nokia mobile is rolling out its first big cross-platform campaign head of the festive season. It stays true to its global brand philosophy of #UniteFor, and rises to the occasion, telling a very touching story. To everyone consumed by technology, it puts human relationships above everything else on occasions when it matters.

Nokia mobile proposes that for a day, people spend quality time with their loved ones. It doesn’t just say that, it walks the talk on this one. With a gift box in which one can place their own phone and give it to someone close or, just set it aside for a day as a gesture of committing their time—and themselves—to them. It is an integrated campaign, which goes across TV, retail, activation, social and digital.

HMD Global (India) head of marketing Jyotsna Makkar says, “We thought it was important that a brand that showed all of us the way to connect, could also remind us that technology has the power to both unite as well as make people feel disconnected - this is a universal insight in our cultural context today.”

Dentsu Brand Agencies (India) group executive & strategy officer Narayan Devanathan says, “People don’t like brands to ‘enable’ them anymore. They like brands to demonstrate that they understand them. What this campaign idea does best is to bridge millennials’ purposive lives with Nokia mobile’s campaign promise of uniting with their loved ones, using Diwali as the shining, happy India context.”

Dentsu One NCD Titus Upputuru says: “We had fun creating the film and the whole gamut of ideas that explode the idea of gifting oneself. We hope 'Main iske siwai tujhe main kya doon' prompts people to think and unite for love.”

Dentsu One president Harjot Narang said, “This was about breathing life into a campaign idea that the world probably sorely needs right now."