Their tagline might as well read "No Budget, No Breakthroughs, No Fear."  Jajah is targeting Skype's users with their new NoHeadset.com site. The headset is a symbol of connecting through your computer, of being chained to your desk. Join their "movement" by videotaping yourself creatively destroying your headset and sharing the video. Some of the entries are giggleworthy.

Jajah is branding itself against Skype with this new campaign.

• Jajah: lightweight. Skype: heavy.
• Jajah: for mobile phone users. Skype: for desktop users.
• Jajah: energetic, for the YouTube generation. Skype: not.

Jajah's messaging is a great frame for Jajah. It'll be interesting to see if Skype ignores it or counters with a frame that subverts Jajah.

The silver lining for Skype? At least they're big enough to draw this kind of attention.