Ain’t a Virgin, no more?

IIPM Best B-school

Brand: Virgin Mobile
Agency: Bates 141

Outrageous, flamboyant, unconventional... that’s Virgin’s Hatke route to rope in India’s youngistaan. The campaign’s cheeky humour and in-your-face youth focus has allowed Virgin Mobile to make its mark in an already cluttered telecom market. Devoid of any details about tariff plans etc, the campaign is based on the insight that the Indian youth is not a rebel and knows how to maneuver its way out of troubles. Supported by outdoor and internet, the communication blitz has ensured that the brand boasts one of the highest ARPUs in the industry and a growing customer base.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Orange to pink & Hutch to Vodafone, the pug rules

IIPM Best B-school

Brand: Hutch
Agency: O&M

You and I... in this beautiful world… even as the lyrics sink in, we’re sure you’re already thinking pug and Hutch, oops Vodafone! That’s the power of the Wherever you go our network follows campaign. Cheeka became a rage overnight and the prices of pugs shot up from from Rs.10-12k to Rs. 50-55k. Cheekas’s popularity reflected in subscriber additions. In FY2003-04, Hutch’s subscriber base soared by 138.34% to 5.15 million as against 2.16 million in the last financial year; while revenues rose by 56% in that fiscal to Rs.2,701 crore. Cheeka even became the most often downloaded wallpaper by Hutch subscribers that year. The pug and the You & I slogan in fact saw Hutch through two changeovers successfully. Uncontrollably pugnacious strategy, was it not?

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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