A “live” Bollywood film as a brand launch vehicle!
In a market with significant mobile network players, a "Hatke" or "Different" approach was needed to launch Virgin Mobile and to cut through to the Indian Youth target. Research revealed that the Indian Youth has a fascination for Bollywood and celebrities. The team in India planned the launch around the world's first “live shoot and broadcast” of a Bollywood flick!
We were asked to position Northwest Airlines (NWA), the largest foreign airline in Japan, as a technology leader and to collect email addresses of their target market. We took advantage of the innovative ‘QR code’, developed in Japan, to do this.