Cannes Lions
MINDSHARE, Gurgaon / VIRGIN / 2008
Awards:
Overview
Entries
Credits
Execution
Like any mega blockbuster release, a marketing blitz preceded the Premier. On D day, the TV viewers got a sneek peek into the rehersals, make up and last minute panic until the “Live” film was aired on Channel V.The film shot as a single sequence featured 7 magnificent sets with continual action captured by 50 cameras and a crew of 500!The typical Bollywood pot boiler, featured a poor boy-rich girl romance with the father forcing her to marry the rich villain! The villain kidnaps the unwilling girl and the boyfriend rushes to her rescue. When overpowered by the villain, Sir Richard, the savior comes CRASHING through a glass door to their rescue! He gets shot, but is saved as the bullet struck his Virgin Mobile Handset!
The lovers are reunited, thanks to Virgin Mobile and Sir Richard Branson!
Outcome
The “Live” Bollywood flick featuring Richard Branson and the brand in the climax ensured lasting impact. The media reach was to over 10 million of the TG.Total media & PR value across media crossed 3 times the investment and ensured brand recall, connect and relevance.
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