Bates 141 has created another tongue-in-cheek campaign to launch Virgin Mobile's Vkewl (video camera) phone.
The TVC opens on a young employee asking her pesky boss about her increment. The boss tries to snub her off by saying that girls don't need increments, they should just get married. During the conversation, he accidently picks up his employee's new Vkewl phone. The girl quickly points out the video camera feature of the phone. The boss, much to his embarrassment, opens a video of one of the office parties where he is busy getting drunk, dancing and flirting with a young girl.
Rohit Malkani, creative director, Bates 141 says, "The video camera phone is not a startlingly new thing but this has been presented in a refreshing "Virgin" way. It is all about how Virgin gives this feature an inventive edge." The creative team includes Sonal Dabral, Rohit Malkani and Priti Arora. The film has been directed by Prashant Issar of Corcoise Films.
Virgin has also launched a digital initiative, 'Shoot at Sight', to promote the new phone. Users can upload videos, check out funny videos, ringtones and features of the new phone.