Monday, June 7, 2010

JWT AnxietyIndex: Brand Answers for an Anxious World: Virgin Mobile targets Indian youth with smart marketing

Where youth, especially students, are concerned, it’s always recession. Strapped for cash and addicted to their pretty gadgets, especially the mobile (aka their lifeline), they end up carrying a couple of SIMs so they can switch between them and save money. Virgin Mobile is doing a good job tapping into this need to save, along with showcasing the very Indian youth characteristic of being “jugaadu,” a colloquial Hindi word for an innovative fix. Its new campaign introduces “Get paid for incoming calls,” part of its GSM standard offerings, and features actor Ranbir Kapoor, who devises innovative ways to get incoming calls so he can save money and spend more time calling his girlfriend.

Through its communication and its tagline, Think Hatke (“Think Different”), Virgin clearly establishes itself as understanding what this audience needs and wants without compromising on the brand’s image as the youthful, irreverent contender in the mobile category. As it aims to become the mobile operator of choice for youth, Virgin is focused solely on wooing this audience, creating products and services exclusively for them. And unlike many brands that project a youthful image but do very little for youth, Virgin puts its money where its mouth is. Considering that India has one of the world’s biggest youth populations, this could signal trouble for the other mass mobile giants, Airtel, Vodafone and Idea...JWT AnxietyIndex

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