Virgin Mobile- Definately Hatke !

Virgin Mobile has made a grand entry and is screaming its arrival. The front page of The Times of India carried the print ad of the newest entry into the mobile industry in India on March 10. The ad leapt out at the reader, with its sensational claim, Get Paid for Incoming. What’s more, the headlines of all the news stories on the front page of the TOI were red. Now thats a royal inroad!And this is only one part of the campaign,Virgin has planned for India after its announcement of the joint venture with Tata TeleServices. The same innovation was also carried in Dainik Jagran and Sandesh! Pretty cool...they hitting the biggies already!
Other initiatives include two television commercials targeting the youth. The first one narrates the story of a teenage girl telling her parents that she doesn’t like boys. This leads to her parents worrying over how to get her to like boys. Her father extols the virtues of going out with boys, and sanctions a trip to Goa with her boyfriend.
In the second film, a boy gets caught by a policeman for not heeding a stop light. When the boy calls his ‘Papa’ to bail him out, the policeman is told by the furious ‘Papa’ that he wants his son thrown into jail and slapped soundly. The policeman’s heart melts and he lets the youngster go. The ‘Papa’, it is later revealed, is none other than the boy’s friend.
Both commercials end with the tagline, ‘Think Hatke.’ Thats such a clutter breaking proposition in already saturated mobile market in India which has got some mean and mighty players.The concept reflects the edginess and street smartness of the youth of today.
The entire character of the Virgin Mobile brand is drawn from the maverick persona of its founder, Sir Richard Branson. Therefore, it will constantly push the envelope in terms of its irreverence and cheekiness. This will carve out a unique identity for Virgin Mobile.
Pull up your socks guys, the mobile category just got a hell lotta interesting and competitive!