Keep those calls coming, says Virgin Mobile's new GSM campaign

Virgin Mobile has unveiled a new TV campaign that promotes its combination of 'Get Paid for Incoming' and outgoing call rates, now available on its expanding GSM network. The telecom player's GSM services have now been launched in 15 circles.

Virgin Mobile's creative agency Bates141 has conceptualised the campaign. The creative concept combines the two tariffs to communicate the consumer benefit - 'Your incoming call subsidises/pays for your outgoing calls', which essentially means that the more calls one receives, the more outgoing calls he/she can make.

Commenting on the campaign, Prasad Narasimhan, chief marketing officer, Virgin Mobile (India) said, "This new campaign is to introduce ‘Get Paid for Incoming Calls’ in the GSM space. This concept works extremely well with our target audience in many ways. In this campaign, we are using the insight that youth are always in search of various ways to reduce their mobile expenses. With the launch of this new campaign from Virgin mobile, they should only be looking at innovative ways to get incoming calls from friends. The campaign is all about getting as many incoming calls and use that to make outgoing calls to their friends at just 20p/minute."

There are three TVCs in this campaign - Beetle, Salsa poster and Shayari.

View TVCs below

Beetle

Salsa class

Shayari

Credits
Client: Virgin Mobile
Creative agency: Bates141
Regional executive creative director: Sonal Dabral
National creative director: Sagar Mahabaleshwarkar
Copywriters: Sapna Ahluwalia, Nikhil Panjwani, Sonal Dabral, Sagar Mahabaleshwarkar
Art director: Manish Darji
Account planning: Dheeraj Sinha, Khushnuma Daruwala
Client servicing: Nutan Sooda, Sachin Ramchandani
Production house: Curious Films
Director: Vivek Kakkad
Post-production studio: Prime Focus

Watch the other TVC's

McCann Erickson introduces Britannia Cookies in new brand campaign

Portfolio night promos: Balki comes to the party

Ogilvy crafts The Economist's maiden TV campaign for India

DDB Mudra pushes 'right here, right now' for Reliance Netconnect