Viral marketing is about inspiring consumers to spread the word about your content and campaigns. It starts with a great idea that elicits an emotional response in people. But it also needs to have a powerful message (supported by personalized messaging) that triggers people to want to share, almost without thinking about doing so. In episode #413 of our bi-weekly series Reimagine Growth sponsored by CleverTap, our host Peggy Anne Salz talks with Gaurav Gupta (GG), Head of Omnichannel & Martech Platforms at Circles. Life, a young, innovative telco headquartered in Singapore with a mission to re-imagine how mobile services are built and delivered with the customer at the center of the experience. GG discusses his approach to viral marketing and walks through some entertaining examples (including a campaign to give the finger to 2020 and market rivals). He also explains how fine-tuning messaging and segmentation has allowed Circles to create and customize journeys to suit key segments and re-target customers.