irgin Mobile is here... and shouting about it. The front page of The Times of India carried the print ad of the newest entrant into the mobile industry in India on March 10. The ad leapt out at the reader, with its sensational claim, �Get Paid for Incoming�. What�s more? The headlines of all the news stories on the front page of the TOI were in red. This is only one part of the campaign Virgin has planned for India after its announcement of the joint venture with Tata TeleServices. The same innovation was also carried in Dainik Jagran and Sandesh.

Other initiatives include two television commercials targeting the youth. The first one narrates the story of a teenage girl telling her parents that she doesn�t like boys. This leads to her parents worrying over how to get her to like boys. Her father extolls the virtues of going out with boys, and sanctions a trip to Goa with her boyfriend. ... more