Bates 141 helped launch Virgin Mobile in India in 2008 with a youth-oriented campaign.
In developing the campaign idea, Bates 141 found that young Indians do not believe in outrageous irreverence and open rebellion, but in managing the system. With this insight, Virgin Mobile connects with youths as their partner in crime and accessory for inventive thinking, to bypass the firewall of sanctions that society imposes on them.
Link to this comment:
All Comments (0)