The launch aimed at giving the Indian youth a “real” experience of a Bollywood movie shoot. Through a contest, 500 youngsters were chosen to live the Red Carpet Premier experience. They were welcomed by celebrity Video Jockeys from Channel V (our partner channel) and paparazzi photographers. The venue featured 7 magnificent sets, 50 cameras and a crew of 500.Then it was time for lights camera ACTION – LIVE!This film 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!

The lovers are reunited, thanks to Virgin Mobile and Sir Richard Branson!

The concept and expanse of the “Live” flick generated immense buzz. The experience was one of grandeur and awe. Shots taken by the audience on their camera phones were distributed as MMS clips. The media & PR build hype and added to a diffrenciated brand recall and relevance