Virgin Mobile: Indian Panga League

The Indian Premier League (IPL) - a hugely popular yearly cricket match series between different state teams – was the ideal platform to showcase Virgin Mobile's recently launched GSM services, but its budget was a one per cent of the leading competitor's.

Virgin Mobile: Indian Panga League

Agency: Bates 141Brand: Virgin MobileCategory: Mobile service provider

Summary

The Indian Premier League (IPL) – a hugely popular yearly cricket match series between different state teams – was the ideal platform to showcase Virgin Mobile's recently launched GSM services, but its budget was a measly one per cent of the leading competitor's. But this was a do-or-die situation for the brand, and it couldn't sit out the IPL. The solution lay in shifting the battlefield to the online space, the domain of youth and now even cricket. The 'Indian Panga...

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