Virgin Mobile : Think Hatke

March 12th, 2008 by Bibhuti | Email This

Agency : Bates David, India
Executive creative director : Rajeev Raja
Creative director : Rohit Malkani,Darshan Choudari

Whatever Sir Richard Branson does, he does it in style. Can you think of any business tycoon being lowered by wires down the face of a 35-storey hotel in Mumbai, unveiling the company’s logo in mid-air ? Thats’ precisely what Branson did when he launched Virgin Mobile in a tie-up with Tata group in India. The same hatke theme is reflected in their print and TV campaign.

The front page of The Times of India carried the print ad of Virgin Mobile claiming “Get Paid for Incoming“. And the headlines of all the news stories on the front page were red.

The TV commercial starts with a girl talking to her parents that she is not interested in guys. The poor parents get paranoid and started to blame each other that why she was sent to a girl’s school or why she was not allowed to mingle with colony boys. She then gets a call from a guy whom she replies that she is not interested in Goa trip. The worried parents persuades her to go on the trip and the voice over says, “Jab life dilaye jhatke then think hatke“.

Though I don’t see any link between the plot and the brand, it’s funny. Anything which makes people smile is a winner.