Already handling the media duties for Tata Docomo and Tata Indicom, Lodestar UM will now also take care of the Virgin Mobile business. The account size is pegged to be more than Rs 60 crore.
With the development, Tata Teleservices consolidates all its brands with the media agency. Mindshare is the incumbent agency on Virgin Mobile and has been handling the brand ever since its launch in India in 2007. There was no formal pitch process involved in moving the business.
The creative duties for the brand are handled by Bates 141.
A youth-focused mobile service, Virgin Mobile services are being offered to Indian consumers by Tata Teleservices through a brand franchise with Virgin Mobile.
Internationally as well, Virgin Mobile does not maintain its own network, but contracts to use the existing networks of other providers. The international Virgin Mobile businesses each act as independent entities, usually in a partnership between Sir Richard Branson's Virgin Group and an existing telecom company, with the former providing the brand and the latter operating the network infrastructure.
The brand in India is known for its cheeky and zestful communication, along with the brand philosophy of 'Think Hatke'. Its online campaign, titled 'Indian Panga League', during the Indian Premier League, comprised a series of short films for the Internet. The campaign was well received and made its mark at the 2010 edition of the Effie Awards in Mumbai.