Virgin Mobile launched in India with a promotional strategy targeting youth aged 15-30, who make up around 400 million people. Their tagline was "Think Hatke" meaning think differently. Their key offers included 10 paisa per minute for incoming calls and cash back for receiving calls. They advertised on TV with witty ads targeting the carefree spirit of Indian youth. They also engaged customers through online ads, sales promotions offering free minutes for topping up, and tying up with MySpace to provide social networking. Richard Branson unveiled the brand in his trademark outrageous style by jumping off a hotel building.

1. PROMOTIONAL STRATEGIES SHRUTHI RAJAN

2. SEEKING YOUNGISTAN Strategy - Tailored, more relevant offering for a single, distinct segment Positioned as a youth centric brand.

3. Why this segment? Target customers aged between 15 and 30 years. Estimated population in India of people between 15 and 30 years - 400 million. Distinct mobile phone usage habits by the young users present a huge advantage: Early adopters. They make more and longer out-bound voice calls. Significant users of SMS, potentially large customers for other value added services. Shorter handset upgradation cycle - under 12 months.

4. Ad Tagline - “Think Hatke” Richard Branson – ‘There is no point in Virgin doing anything, unless we can make a difference.’ The branding and marketing style of Virgin comes with a difference.

5. 10 paisa every minute for incoming. Revolution in India’s mobile world with the offer of rock-bottom call rates and a unique cash back offer for receiving calls.

6. Virgin Launches First Get paid to receive calls 50 paise to any local network TGI the weekend Bolt-on One Touch access to V-Bytes Unlimited access to V-Bytes for a simple daily charge 100% colour, 100% FM’ handsets Easy Handset upgrades Personalised Care Bling Phones Safe Secrets SMS folder

7. ADVERTISING TV COMMERCIALS INTERNET BASED ADS

8. TV Ads Virgin aired commercials where youngsters find ways to win approval in sticky situations. While Indian youngsters had a carefree spirit, there is a lurking desire for legitimacy in whatever they do. TV Commercials: Popular ads, use lambent wit. Emphasis on the idea - Find a way around, rather than a way against.

9. Internet Ads

16. Sales Promotion

17. SALES PROMOTIONAL Online Participation Virgin Mobile allows customers to earn free airtime by participation in online advertisements and media. For example, you could watch a short commercial and earn a minute of airtime.

18. Free Virgin Mobile Minutes Virgin mobile releases codes in order to encourage customers to top up more frequently, and to reclaim old customers who have not topped up in a while. By offering promo codes for free minutes, Virgin Mobile gets their customers to top up more often, or twice in one month. This is a win win situation for the customer and Virgin Mobile.

19. Online Purchase Schemes

20. Virgin Mobile Insider Program Used for research and development of new products. Virgin Mobile Insiders may be asked to evaluate and provide feedback on a promotion or phone before it is released to the public. Such insiders are sent free phones and other swag.

21. Tie-up with MySpace Virgin Mobile has tied up with MySpace for providing social networking services. C ustomers by provided instant access to world's largest social networking site at no extra-cost.

22. Virgin on Campus Virgin invites students to be brand ambassadors and request them to sell Virgin merchandise such as T-shirts. In return, it invites groups of students for counselling sessions. Virgin has also installed television sets in college canteens to encourage students to produce content on any subject which is then aired.

23. Publicity Richard Branson - Outrageous, flamboyant, unconventional, maverick entrepreneur. True to style, Branson unveiled his mobile brand with a 15-storey jump off a hotel building.

24. Direct Marketing Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look.

25. 44 per cent of total Internet population in India lies within the age group of 19-24 years. Youth customers spend significant chunk of their time online. Convenience of buying from home. Customers rewarded with additional talk time, extra messages and other freebies. E.g.: Bak Bak offer provides online customers Rs. 100 worth of free talktime, 500 free SMSs, lifetime validity and a free prepaid connection on purchase of every handset.

26. EVENTS AND EXPERIENCE Virgin Festival: Virgin Mobile organizes Virgin Music Festivals allowing customers to "Book The Band" by voting for who they want to see in an open show .

27. Personal Selling KIOSK Trained customer care personnel address queries. Help in educating the end consumer.