IIPM-The Indian Institute of Planning and Management

Ramesh A Vaswani

Executive Vice Chairman, Intex Technologies (India) Ltd.

A “high” moment in Intex’s journey came last year when we launched our ‘Do Dil Wale’ marketing campaign for Dual-SIM phones with a TVC. It was a story of instant romance between a young man in a bus talking on his mobile and making eye contact with a young pretty girl standing behind him. As the bus goes over a bump, the maiden starts falling and stretches out her hand to him but just then, his other phone rings and he loses the opportunity to save this damsel in distress. We strived to come up with a clutter breaking thought of a “Do Dilwale” phone, which could have united 2 hearts! The campaign holds a special space in my heart as it has helped popularise the brand.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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