Bates 141 work for Virgin Mobile India continues to shine

14 December, 2010

Wins multiple awards including Effie Gold

INDIA — Bates 141 Mumbai’s campaign for Virgin Mobile India, Indian Panga League, has picked up multiple awards at local awards.

Barely days after winning the Yahoo! India Big Idea Chair*, the Virgin Mobile Indian Panga League campaign picked up a Gold and Silver at the India Effies 2010.

To leverage the popularity of cricket during the Indian Cricket League and engage with youth fans, Bates 141 created an online campaign for Virgin Mobile, comprising 105 unique short films, featuring verbal battles (“pangas”) between eight fans across eight competing states. The campaign web site became the most visited web site during IPL, at zero media costs while competitors spent up to USD15 million on media buy.

Said Sonal Dabral, Regional Executive Creative Director, “true to the spirit of the brand, the campaign “bypassed sanctions” and changed the youth conversation. To date, our work for Virgin Mobile has won at Cannes, AME, Effies, Jay Chiat, Spikes, D&Ad. It has helped us win MTV, TVS, and given us many visibility opportunities such as Esomar, Gen Y conferences, and AME.”

At the Effies, Bates 141 won a Gold in the internet category and a Silver in the category named 'David Vs Goliath'.

Moreover, the agency’s presentation on these cases was chosen to be showcased in front of the larger industry audience on the awards gala night. This is the first time in the Indian Effies that a presentation has been showcased on the awards night.

Said Chief Strategy Officer, Dheeraj Sinha, “the buzz that Bates 141 got on the Effies night is the result of an untiring team work that went into creating the campaign, writing the cases and pulling through an amazing presentation.”

* Big Idea Chair is a global initiative by Yahoo! which celebrates digital innovation across the world. The awards recognize some of the best work by the online community and also call out those creative inputs and integrated strategies that enabled marketing excellence in digital advertising. The award ceremony which was held on December 1 in Mumbai got more than 183 entries displaying the innovations across digital media.

About Bates 141
Bates 141 is the world’s largest Asia-devoted marketing communications network. Bates 141 is part of WPP, one of the world’s leading communications services groups. Bates 141 is located in 10 countries across Asia Pacific.

Bates 141’s clients include among others, 361, Café De Coral, Cheung Kong, Fiat, Four Seasons Hotels and Resorts, General Mills, Heineken, HSBC, LG, MTV, Pizza Hut, Proton, Shanghai General Motors, SONY, Virgin Mobile, Vitalon and Wyeth.

We are The Change Agency. We believe that brands with a future must embrace change. Our clients pay us to understand, leverage and create change, and our currency - ideas - must change people.

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