The 'desi' appeal: Nokia is running an India-specific ad aimed at first-time mobile phone users.

(From Business Line)

A MOBILE phone ad need not always be hi-tech. Surely, with cellular technology cutting across socio-economic segments, the challenge lies in simply explaining how perfect a fit the product is with the ordinary Indian lifestyle. Rustic, uncomplicated and yes, very down-to-the-roots Indian, Nokia's made-for-India ad is just that, as it explains how the Nokia 1100 cell-phone is tailor-made for the Indian environment.

The ad communicates the core benefits of the product to an increasingly new audience. A lot of consumer research went into making the product more appealing to this segment. "This is part of our strategy, as we foresaw the …