BANGALORE: Virgin Mobile, the Tata Teleservices (TTSL) youth-focused mobile brand, has launched its GSM services for the South India region.
Additionally, the company has also roped in Bollywood actors Ranbir Kapoor and Genelia D’Souza to endorse the ‘Virgin‘ brand. TTSL has a brand franchisee arrangement with Richard Branson’s Virgin Group.
Explains Virgin Mobile India (Virgin) CEO M A Madhusudan, “Initially, our instructions were to build Virgin as a ‘brand of choice’ and not to focus on numbers. We have been quite successful in that. Ranbir and Genelia have been appointed brand ambassadors to inch closer to the youth and to take the brand to the next level.”
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Said Virgin CMO Prasad Narasimhan, “In the beginning, along with television and outdoor, we will use print to create a sort of a bang and later use it as and when required. We will use radio for engagement and frequency." While Virgin’s outdoor campaign has already commenced, five TVC’s – one for brand building and four on tariffs - will hit the air across the South Indian television screens over the next few days. “We are waiting for deliveries to be completed to all our outlets before we start advertising. We will be using television channels and programmes that are relevant to the youth - this would be sports, music, movies, news, even GEC’s with spots being beamed at suitable periods during the day,” said Narasimhan. While Bates handles the creative work, Mindshare handles the media buying for Virgin. bcwebwise.com is its web creative agency.
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Virgin has planned an aggressive multi-media campaign covering television, radio, outdoor, cinema and internet which will be supplemented by print ads released during strategic periods.
