Virgin mobile has arrived in India and it is shrieking its arrival! Richard Branson took a plunge from his from his five star hotel roof to launch the virgin mobile brand in India. Message conveyed: we are unusual and watch out!
Virgin mobile brands itself as young, unconventional and smart; targets the ‘Youngistan’ of India. The brand is based on four values: fun element, direct and clear communication, consumer champions and flexible. The ads make it very clear; they are funny, smart, flamboyant and unique. But the best of the ad are that show ordinary people in extra ordinary situations. Very relatable and the Target audience makes an instant connect is made with brand.
‘Think Hatke’ is Virgin mobile’s tagline. Well, the ads are ‘hatke’ and so are the tariff plans. The executive creative director, Rajeev Raja says ‘When we studied the Indian youth, we found out that unlike their western counter parts they are more prone to rebellion and public protests’. ‘They find out creative ways to get around life’s sanction’ he added. For this reason there is a sense of rebellion in the ads.
The communication of the message in each advertisement whether it was the ads about ‘getting paid for incoming calls’, the ‘yo-yo’ or ‘STD calls for 50 paise’ tariff plans, they were clear and had an impact. It set the audience thinking. Even though the market for the cell phones is crowded, virgin mobile has played its cards well. It is going to create a problem for its competitors for sure.
The only problem with Virgin Mobile is the colour of the brand; red. Virgin Mobile’s two biggest competitors; Vodafone and Airtel have the colour red in their brand. Therefore Virgin Mobile loses the recall value of the colour red. But you never know in this mad ad world....Red may work better for Virgin than anyone else!!!
