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',...