Marketing is about anticipating and meeting human and social needs profitably-By Philip Kotler.

Marketeers don’t create needs , they identify the needs and try to bridge the gap between need and wants
.Understanding and analysing the consumer behaviour is a core essence of marketing and Companies
thrive to understand their customer and influence them to buy their product through various marketing
and ad campaigns. There are many successful marketing campaigns and also the campaigns which were a
great flop . Segmentation and identifying the right customer seems to be easy , but taking the product
onto their mind is the challenging part of any marketeer.

There are several ways in which a marketer can bridge the gap between need and want. One of my
favourite ad campaign is the virgin mobile ad campaign Though the company didn’t perform well in
Indian Markets but there ads are quite thought provoking .In the era where the telecom companies used
to charge the customer for the incoming calls later replaced by free incoming , but charged for outgoing .
Virgin Mobiles came up with a disruptive thought saying that , you will be paid for the incoming calls you
make creating a new desired state for the customer. With the tagline of “Think hatke “ their ads are so
unique and bold .

Also , on deeper look in their ads , we can get to know that they positioned the brand as a mobile phone
for the teenagers and youngsters with the main targeted customers as the Indian youth . On a deeper look
on their ads, they are funky , crazy , bold and all related to the insane activities a person does in his/her
college time .

Also , Virgin tried to acquire a youthful brand image through these rigorous bold ad campaigns and these
ads were very famous during early 2000’s .But I felt in a developing country like India , where the
influence of western culture is not great , though these ads seem to be innovative and creative . they
couldn’t grab the expected market share. But, I like the way they tried to create the image and get into the
minds of youth and the way they created a new desired state.