Virgin Mobile, which is famous for its "get talktime for incoming calls", has now confirmed the launch of its GSM services in India, starting with five southern cities. The country already has access to Virgin's CDMA service via Tata. Virgin might benefit a lot from GSM, as it is quite huge as compared to CDMA. A report by TRAI specifies that GSM was used by 371 million subscribers at the end of September 2009, as compared to 101 million subscribers who used CDMA.

Prasad Narasimhan, chief marketing officer, Virgin Mobile explained, "We are making a big change in our business by entering GSM, which is much bigger play compared to what we were earlier."

The promotion of the GSM service for Virgin Mobile would be done by the latest hottest pair of bollywood; Shahid Kapoor and Genelia D'Souza, who would also be seen together in their latest flick 'Chance Pe Dance.'

Narasimhan feels that the pair is the perfect choice for the promotion as Shahid is one of the hottest sensations in bollywood these days and Genelia holds a pure girl next door and bubbly image.

Both the actors are also fit for the brand, as both are youth icons and Virgin mobile mainly targets the youth. Virgin, which is quite popular for its innovative ads, will also decrease its call rates and SMS rates, giving rise to yet another tariff war in the industry.