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Cool solutions to your everyday problems. With this advertising mantra, Virgin Mobile encourages you to think out-of-the-boxWhen Richard Branson decided to ring a bell in the land of the snake charmers with his Virgin Mobile, one expected it to be in a slightly hatke ishtyle. And no doubt, the launch ads of Virgin Mobile do not disappoint any on that count. Literally yelling its arrival to all and sundry, Virgin Mobile in a span of just two weeks brought out two very catchy TV commercials that instantly caught the eyeballs of their target audience – the Gen Y. Rajeev Raja, Executive Creative Director, Bates David Enterprise (the ad agency that handles Virgin Mobile account), shares with 4Ps B&M, “The brief that was given to us, was simple – to launch a mobile brand for the youth.”
No doubt, both ads are a standing testimony of how to ‘Think Hatke.’ In the first ad, the parents of a young girl are overtly perturbed when they realise that their daughter has no interest in boys. The girl then easily manipulates her parents and gets their permission to go visit Goa with her boyfriend, Tensing. And all this while her father (literally!) extols the virtues of going out with young boys to his daughter. The second ad further solidifies Virgin Mobile’s youth connect. Caught by a traffic policeman for jumping the red light, a young lad uses his strong presence of mind to easily wriggle out of the tricky situation. The youth calls his friend who imitates as the lad’s father and instead of trying to bail his son out; he berates him for getting caught. The mollified policeman lets the lad go, not realising that he has been royally duped by the youngsters.
The ads bring out that the GenNext Indian youth is not just a rebel, but he also knows how to manoeuvre a situation to come out a winner. Raja further explains, “The Indian youth does not go on morchas and sit on dharna’s or react in an offensive manner. They have a rather cheeky manner to bail them out of the situations.” It is this facet of the Indian youth that has been wonderfully projected in the first two commercials of Virgin Mobile – a girl planning to go to Goa with her male class mate and a lad escaping the fine he had to pay a traffic cop for jumping a red light.
The ‘Think Hatke’ campaign has also been created keeping in mind, the international flamboyant persona of Virgin Mobile that is derived from Sir Richard Branson. Raja points out, “Sir Richard Branson is the one person who stands for reverence & panache, and these values have also been embedded as the brand values for Virgin mobile.”
The third commercial that has recently gone on-air, shares the fun element of its predecessors, but also talks business at the same time. With the call rates already hitting rock bottom, the new ad talks of ‘Get paid for the incoming calls!’ So far, Virgin Mobile has got the right set of ingredients, to break the clutter and get its share of eyeballs. Nevertheless, it plans to get bigger and better as the days progress and is calling out loud, ‘Watch out for me!’
Surbhi ChawlaFor more articles, Click on
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Source :
IIPM Editorial, 2008
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