For the promotion of its recently-released Internet-connected multimedia device N97 Mini, the Finnish mobile handset maker Nokia has decided to take only the digital media route. As such, there will be absolutely no involvement of any traditional media to promote the device, the sales of which went live last week.

Nokia’s ‘digital media only’ promotion strategy for the N97 Mini will last for only four months, covering the launch period, during which the company, for which India is the No. 2 market, intends undertaking a whopping Rs 7 crore expenditure.

The digital media launch has been planned to span two phases – with the first phase of getting the pre-launch bookings of the phone already been completed; the completed has entered the second phase, which includes creating buzz about the phone and generating sales.

Explaining the rationale behind Nokia’s decision of a digital-only promotion, R P Singh, the director of business planning at Maxus Interaction - the agency handling Nokia's digital media duties, said that the N97 Mini’s features are “in tune with the digital media.” Furthermore, Singh said that the phone’s target audience – chiefly comprising users aged between 18 and 34 years - is readily available online.

The N97 Mini is pre-loaded with several mobile applications or widgets, like Gmail, Twitter, and Facebook; and the other applications are a free download from Nokia's online mobile store, Ovi. com.