Virgin Mobile featuring Dimple Aunty

“The all new vJazz Phone from Virgin Mobile. Get unlimited music download for 1 year, absolutely free!”

This is exactly what ‘Virgin Mobile’ wants to sell through its humorous and catchy advertisement that has gotten many of us youngsters enjoying watching these kinds of commercials. Virgin mobile has aired a series of advertisements to promote its products and this commercial is one of those that is broadcasted to endorse one of the value added services that Virgin offers – the VAS of downloading music from phone instantly. The commercial however portrays a positioning of both the product at sale as well as the VAS on offer with the tagline “Think Hatke” which is wacky and very unique easily differentiating their communication from competitors.

The use of the girl Shalu’s mother – Dimple Aunty as a strict mother who is concerned of her daughter’s exams warning the guy Vicky about the same, instantly gives consent to both the kids to go watch a movie to avoid an apprehensive encounter with Vicky and is hilarious to the fact that today’s younger generation will go all out to get their way. In all this, the subtle use of music by Vicky to impress Dimple aunty enables Virgin to communicate what it intends to, through this Ad and that is the fact, that consumers can get free unlimited music downloads with Virgin Mobile. Whether or not this Ad has had an impact on the sales of VM (Virgin Mobile) would be a million dollar question considering stiff communication competition from Vodafone's Zoozoo.