Virgin Mobile India launched a new campaign, the ‘Indian Panga League’ targeted towards the youth and to be run in the digital medium with over 100 films of 15 seconds each been shot and created.

The campaign is to cash on the IPL cricket fever in the country.

Commenting on this announcement, Prasad Narasimhan, Chief Marketing Officer, Virgin Mobile India said, “The Indian Panga League is our initiative to connect to the youth of India and provide them an exciting opportunity to join the cricket frenzy. With the launch of indianpangaleague.in, our digital initiatives take another leap in engaging with youth giving them an opportunity to support their favorite teams and take friendly banters with fans of other teams. It was quite a task for us to create over 100 ad films in a true hatke style to promote our STD value propositions of 20p/min. However, we managed and created this first-of-its kind campaign on digital space in such a large scale. With this campaign, we expect lots of visitors to watch, share and take their own pangas. We are confident that this campaign will create a new benchmark in digital marketing space.”

The campaign will highlight Virgin’s competitively priced STD tariffs of 20 paise per minute. Participants in the panga league will be able to take on soprting banters between friends across different cities. They also stand to win Samsung Corby handsets. The league will also have links to popular social networking sites such as Facebook, Orkut, Twitter and YouTube allowing youth to share comments, reply to threads and forward their own pangas to become a part of the league.