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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