Airtel's
Recent campaign "Har Friend Zaroor Hota Hai campaign gaining more
popularity. The campaign began to hit the market during july 2011., the
campaign began with a TVC 'Har Ek Friend Zaroori Hota Hai'. the TVC
heralds a new thought for the brand, and its first piece of
communication created by indie agency Taproot.
the ad campaign is regarded as one of the most popular and successful Indian ad campaign of 2011.
On
the new campaign, the Airtel spokesperson said,
"Released on the back
of our country wide launch of 3G services and communication supporting
that, the new campaign targets the youth with an evergreen theme of
Friendship and its relevance. Friends remain a critical part of
everyone's lives and more so for the youth. At their age, friends are
actually family. And our new brand campaign captures this evolving trend
among today’s youth in a fresh young ad with a powerful youth anthem -
'Har Ek Friend Zaroori Hota Hai'.
"Nearly
200 million Indians are between 15-25 years of age, and it is this
segment of the population indeed, that is leading today’s India and will
pave way for its future. Among other things, the youth are also the
early adaptors of technology and use a range of high-end devices. They
are the ones who, we believe, will be at the forefront of the data
revolution in the country. Be it through Facebook posts,exchanging
messages on BlackBerry and iPhone, video chatting with Skype or using
facetime on their iPads - thanks to technology, staying in touch with
friends could not have been simpler," added the spokesperson.
Talking
about the communication task given by Airtel, Agnello Dias, co-founder
and chief creative officer, Taproot, said, "It was to create an idea
that retained the core of the Airtel brand and struck a chord across age
groups even while the execution resonated with the youth."
Campaign Extention
following the success of the brand campaign,tairtel further extended this brand idea with the launch of an all new online viral campaign at its YouTube channel.
these seven videos are inspired by interesting ‘friend types’ or tags created by the online audience on Facebook (www.facebook.com/AirtelIndia) during an outreach program initiated by Airtel earlier. Over coming weeks, the company will periodically release a total of 20 of these videos on the web and use the concept of ‘Gamification’ to excite viewers to unlock, access and share them.
These new videos will follow the increasingly popular global trend of ‘Gamification’ to encourage viewers to spread the word on these evocative videos that bring alive ways in which friends touch different aspect of our lives”. The original HFZ soundtrack is now also available in more fun and fresh through new interpretations in laavni, bhangra, hip-hop, folk etc.
As part of this ‘Gamification’ led initiative by Airtel, everyone keen on watching these videos will need to visit www.youtube.com/airtel and will then be provided interesting cues, by responding correctly to which, they will be able to ‘unlock’ video levels and gradually move ahead watch all videos. tagging others and sharing these videos on social networks like Facebook, Twitter and Google+ will allow viewers to gather points on the leaderboard. And then finally you can upload your own friend type video in order to win a Nokia Lumia 800 and a trip to Ibiza, Spain to party with your friends as the grand prize.
Links of other TVCs
Kanjoos Friend - click the link below
Life Saver Friend - click the link below
F1 Friend - click the link below
