RockeTalk to ‘trendify’ with Nokia


New Delhi India, 28th December 2012 - RockeTalk today announces that it has partnered with Maxus and Nokia to make ‘trendify’ the new social buzzword for tens of millions of mobile phone users in India.


This launch follows the success of the ‘first of its kind’ mobile reality game show, ‘Nokia Mobile Antakshari’, launched by the trio earlier this year which engaged millions of viewers from right across India. Antakshari was all about expression on the Mobile phone and encouraged users to answer musical questions, sing, take video or pictures and compete for daily prizes.


‘Trendify’ takes this concept a stage further, enabling not just multimedia expression via the mobile device but also ‘discovery’; filtering through the millions of videos, photos, voice and music content that are posted daily to present a window to the ‘in the moment’ content that is trending right now – the beating heart of mobile India - to consume, share and further ‘trendify’.


Explaining the strategic change from 'share' to 'share and trendify, Viral Oza, Director Marketing Nokia India, said , “Through the Trendify campaign we wanted to connect to the urban youth on a platform and space that is relevant to them. The youth today is socially connected 24x7 and have their own take on life. They experiment to express their originality, creativity and individuality. Topics that trend affect their lives in a big way and is their tool to express themselves on the bigger stage. This was the genesis of the Trendify campaign."


"While the in-app activity has a dedicated space on RockeTalk, the trendify journey has been designed to begin at the very heart of social interactions in the one activity considered highest in value - the act of 'social and p2p sharing'. Therefore for the period of this celebration of ‘trend surfing’, the powerful 'share' button of RockeTalk has been changed to 'share and trendify', thereby allowing users to 'trendify' content units and 'tags' when they share and vice-versa." added Oza.


Built around the launch of the Nokia Lumia 510, this campaign is supported by daily competitions where users get to play trend-tellers and predict what will top the charts the next day. Of course, as well as winning prizes, their predictions and contributions could result in they themselves becoming the followed trend.


To deeply integrate the concept, the ‘share’ function of RockeTalk has been rechristened “share and trendify”. The strength of this key innovation lies in its apparent simplicity; the change to “Share & Trendify” does not alter the normal user behavior of RockeTalk users, but enhances their social experience by allowing users to 'trendify' content units and 'tags' when they share and vice-versa.


Unny Radhakrishnan, Digital Head (South Asia), Maxus India, said on the impact of the concept, “For the user, this is not a one-off competition or contest but a habit forming activity, a new way of consuming content. Besides the unprecedented scale of social reach it will provide, the campaign on RockeTalk is expected to be able to create high value daily engagement by users around Trendify and Nokia 510. These ‘engaged users’ are expected to yield over 4 million minutes of cumulative brand time, which is staggering.”


Also commenting on the campaign, Vinod Thadani, COO, Madhouse India, says: “This ‘new content space’ turns the usual content trend graph into interactive content creation, content consumption and content viral engines, not just a countdown list to look at. With Trendify, it's not just about liking a video or voice or picture, but about liking them enough to share, and consuming content liked enough to be shared by millions. Trendify represents the young, their hungers and pleasures that are inconsistent, unpredictable and always changing; it is for them and driven by them. It is the very audience that the Nokia 510 addresses. RockeTalk'strendifyprogramme for Nokia builds, and affirms and reinstates this trend surfing youth. Another triumph in social brand building and engagement.”


Promising more game-changing innovations in the future, Sameer Agarwal, Chief Marketing Officer, RockeTalk, explained the premise of RockeTalk’s effort, “The trendify innovation on RockeTalk is again a ‘first’ in the social content and advertising space, both for the deep level of integration and the simplicity with which the brand activity is placed at the very centre of social conversation. Also, with 'Trendify', RockeTalk has actually managed to create a new genre of content space altogether for Nokia, which is one long step evolved from the twitter hash-tag and Google search trends.”


About RockeTalk:

RockeTalk is a venture-backed company and is headquartered in San Diego, California, USA with offices in India. Founded with a vision of enabling all people to more easily express themselves and communicate with their friends, family and new acquaintances, as well as capture, share, and discover their content.all over their mobile phones. RockeTalk has developed and launched a social media platform and mobile phone client applications that provide a variety of fast, easy-to-use multimedia services.

RockeTalk makes communication between individuals and groups easy and rich, and facilitates a new form of self-expression that informs, entertains and connects people through the media they create. For more information, please visit:

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