The development comes after the UK-based brand earlier selected Bates David Enterprise to handle creative. Virgin Mobile is expected to launch in India via a 50:50 joint-venture with Tata TeleServices (TTSL), which will see it roll out as a youth-targeted brand.
While TTSL currently commands around seven per cent share of India’s booming mobile market, it is believed that Virgin’s branding savvy will help it bolster its connection with a youth segment that accounts for half of all Indian cellular users.
According to sources involved in the review, the brand’s media spend is estimated at Rs 20 crore (US$5 million).
MindShare representatives declined to comment, while Virgin Mobile could not be reached at press time.
