Virgin Mobile rolls out a ‘hatke’ campaign for vGlide

Virgin Mobile has come out with yet another ‘quirky’ campaign to promote its recently launched vGlide phone. “The objective of the campaign is to highlight the extremely stylish vGlide slider phone at an unbelievable price,” said Sandeep Pathak, CEO, Bates 141. "Most slider phones in the Indian market are expensive and thus, we wanted to highlight the price factor without moving away from the Virgin Mobile DNA."

Watch the TVC here:

Taking forward the “Think Hatke” brand proposition, the new Bates 141-created 40-second spot shows two teenagers discussing a rendezvous with a French girl the previous night when the girlfriend of one of them walks in. Suspicious she starts questioning them about the conversation but the duo get out of the situation using the ‘slider’ feature of the phone as a code language.

Added Pathak, “The idea is to usher in a new style lingo with the Virgin Mobile vGlide phone. Just as the protagonist glides out of sticky situations, the Indian youth will be introduced to a whole new language where the vGlide does all the talking.”

The film has been directed Rajesh Krishnan of Soda Films.