What would be your strategy for the GSM foray?
For our GSM launch we have come up with the philosophy of ‘Think Milke, Think Hatke’, which exhorts Indian youngsters to make connections and use connections. While the youth today is finding the individual within, they are extremely aware that it’s with the push of their friends and extended network that they can make many things happen, which they otherwise can’t. The brand in this round will celebrate the benefits of a ‘network for friends’.
You have also roped in Ranbir Kapoor and Genelia D’Souza. What makes you think that they will be a strategic fit with the brand?
Virgin mobile in India will continue to be inventive and a partner of the youth. The brand will however celebrate the advantage that comes with friends coming together. We have carefully chosen celebrities Ranbir Kapoor and Genelia D’Souza, who are an exact fit for the brand and will bring us scale and visibility. The brand has now all the ingredients for a successful GSM foray.
For our GSM launch we have come up with the philosophy of ‘Think Milke, Think Hatke’, which exhorts Indian youngsters to make connections and use connections. While the youth today is finding the individual within, they are extremely aware that it’s with the push of their friends and extended network that they can make many things happen, which they otherwise can’t. The brand in this round will celebrate the benefits of a ‘network for friends’.
You have also roped in Ranbir Kapoor and Genelia D’Souza. What makes you think that they will be a strategic fit with the brand?
Virgin mobile in India will continue to be inventive and a partner of the youth. The brand will however celebrate the advantage that comes with friends coming together. We have carefully chosen celebrities Ranbir Kapoor and Genelia D’Souza, who are an exact fit for the brand and will bring us scale and visibility. The brand has now all the ingredients for a successful GSM foray.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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