HMD Turns to Bollywood to Boost Feature Phone Market in India
As the Nokia brand continues to fade from the smartphone arena for the second time, it remains a powerful player in the feature phone business. HMD Global, the steward of Nokia-branded phones, is taking measured steps to transition from the Nokia legacy to establishing its own identity. To achieve this, the company is leaning on strategic marketing campaigns in key markets.
One notable move is the extension of its partnership with Bollywood actor Jimmy Shergill, following the success of the Khoob Chalega campaign in the summer of 2024. The campaign resonated well with Indian audiences, helping HMD consolidate its position in the feature phone market.
This partnership highlights HMD’s commitment to localizing its marketing efforts in one of its most valuable markets, India. By focusing on its own brand within the feature phone lineup, HMD is striving to build momentum under its own name to maintain relevance in this segment, even as the Nokia brand gradually fades away. This was hard to write ;(
