Dheeraj tagged team with our Virgin Mobile client, to present our award-winning case of how Virgin Mobile successfully built the first true brand for youth in India.

1. Building a youth brand in a youthful country

2. Virgin mobile entered Indiato be the brand for the youth • An easy task at first glance • A country with 200 mn between 15 – 24 yrs • No mobile service provider specifically targeting the youth

3. Till we looked around and realized

4. A High Clutter Category, With 10 Large Players $600mn spent on mass media alone Growing at 40% p.a!!! Telecom = 13% of all SOV > 1000 different tariffs each month >1 new ad each day Quicker breakeven requirement

5. In India today,everyone and everything isyoung 15 years since economic liberalization Largest consuming class between 25-45 years New found affordability and avenues of consumption A market of ‘middle-aged’ teenagers

6. Youthful an easy way for brands

8. Young country but no youth brands

9. “40 is the new 20”Meant that the 20s had nowhere to go

10. Virgin mobile realized that the youth in India were squeezed by the youthful Set out to build a brand that they can call their own That marks out the real youth in motivation than in imagery Thereby change the game in a hypercompetitive market

11. We are the Change Agency. We believe brands that want a future must embrace change.

13. We realized that the Indian youth were changing But in their own unique way

14. Discontinuous desires that needed discontinuous ways Never before focus on self Small shortcuts are ok Not a persona whitewashed in goodness The rise of anti-hero archetype

15. 74% of youth insisted that good or bad is their personal choice, not a matter to be decided by society or anybody else.

16. The locus of morality was shifting from outside to inside “We believe in being honest, but only to ourselves” “What worked for my parents generation does not work for me, who wants to wait that long?”

17. Seeking partners in crime No baggage, no need-gaps A silver spoon generation Seeking a legitimization Relationship of empathy not hierarchy

18. Realizes that the ways of today’s youth are discontinuous Exhorts them to be inventive and find new ways around old things Plays a role in legitimizing it, by challenging the status quo Virgin Mobilea ‘partner in crime’

19. Bypass the firewall of sanctions

20. Changing The Game Life Promise Targeting Everyone Targeting Specifically Rational Claim

21. Creative Thought

22. The Proposed Brand Personality Bold Cheeky Inventive Buddy

23. Setting The Brand Up

26. The Product Is The Brand

30. For the first time in India, advertising not all whitewashed in goodness OMG they put it on National Television

31. And In Their Own Words… Think Hatke fits perfectly with the ad. All Virgin ads have a surprise at the end The same situation happened to me a week back. I should have done this” Man; i wish i had that idea when i was in high school hahha The girl is really smart and intelligent. Everything was planned from before This is really a cool idea. We should try it next time with our parents” “ Its about new and unique solutions. Seems the company’s services will be really different from the others”

32. Results Fastest MVNO to reach a million subs ARPU of 30% above the industry average. #1 in CSAT in 1st year itself 90% of those who recalled the ads identified them correctly with the brand Website recorded 4,039,835 visits during the year, with 78% new visits. Average 5/5 ratings across all Virgin ads on YouTube Scored higher than all competitive brands on imagery parameters of being ‘innovative’, ‘young’ and ‘trendsetting’

33. Within 2 years Virgin mobile became a brand that the Indian youth could call their own Spontaneous associations – youth and Think Hatke A host of awards Most Innovative Mobile Services Award for 2009 Effies in 2008, 2009 AME in 2009 Jay Chiat Planning Award 2009 26th Most Trusted Brand in India in 1st year Two finalists at Cannes 2009 Case study at the Global Youth Forum 2009, Esomar APAC 2009

34. But in the world of youth Change is the only constant

35. Circa 2010,Virgin Mobile launched its GSM service

36. An occasion to refresh the brand Grow the brand from college to office goers – share of a larger pie Re-plug the brand to the changing motivations of the time To further increase the imagery gap between Virgin and others

37. Based on 3 key Changes in Consumer, Category & Brand

38. Consumer : From Individual to Social Social networking finding a natural breeding ground in a collectivist, affiliative society Rising collective power of India’s youth

39. Category: From Phone to Computer Mobile industry pushing data usage for higher ARPUs Smartphones + Flat rate data plans + 3G = Rich Media Usage Mobile as the default internet device in India

40. Brand: From College To First Job The new wave of jobs especially IT - more money and bigger desires A good job, first sign of real Independence

41. Key Consumer, Category & Brand Changepoint From Individual to Social Consumer From Phone to Computer Category From College to First Job Brand

42. The Network Alchemist Virgin Mobile is the only network which constantly gives youth new ways to get ahead, by maximizing the power of their connections

43. Doston Ka Network

44. Recent Work

48. Key Takeouts Leverage insight, not just image Deliver honest value, the product is the brand Humour connects Speak with them, not to them Get comfortable with the uncomfortable Be a pirate Constant eye on CHANGE

49. Thank You