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Mindshare India | Virgin Mobile | Bollywood Live
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| In a market with established players, the challenge for Virgin Mobile was to launch with a 'hatke', or different, approach. A plan evolved:
to film and broadcast the world's first live Bollywood f lick. Celeb Neha Duphia partnered with Sir Richard Branson, with the rest
of the cast drawn from young stars via national auditions. The movie involved seven magnificent sets, 50 cameras and a crew of 500.
In a brilliant plot twist, Sir Richard's life is saved by his Virgin phone: it stops a bullet. Ten million viewers tuned in to the show,
with PR generating additional publicity. |
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