Virgin Mobile - Building a youthful brand in a youthful country

Virgin Mobile entered the Indian market with a plan to establish itself as the sector’s youth brand. In a series of TV spots, the brand used daring and unconventional storylines to reach 18-25 year-olds.

Virgin Mobile – Building a youthful brand in a youthful country

Bates141, Mumbai

SUMMARY

India is one of the youngest countries in the world with a median age of 24 years. But if you are a youth (18–25yrs) in India today you have nowhere to go. Pubs and cafes are swelled up by those in their 40s, Levis is being worn more by your bosses than your peers and the live music shows are only affordable to your uncles. India is today a market of 'middle-aged teenagers'. Virgin Mobile realized that in the celebration of '40 is the new 20',...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands