After a span of almost five years, Airtel India has brought back their popular humming tune ‘Har Ek Friend Zaroori Hota Hain’ to promote a bouquet of latest product features like- free international calls while roaming abroad, Airtel-to-Airtel free calls and data packs. The three new ads, which are currently on air, have been conceptualised by Taproot Denstu.
The ‘Har Ek Friend Zaroori Hota Hain’ campaign was first released in 2011 and it was the agency’s first piece of communication made for the brand. The song instantly connected with the youth, which was also the target of the brand.
Commenting on the idea behind getting back the popular jingle, Agnello Dias, Chief Creative Officer, Taproot Dentsu said, “Airtel as a brand constantly tries to innovate in their communication strategy to reach out to newer consumers. This time, we were thinking of one umbrella theme under which we can bring together all the advantages of the brand. We figured out that there are some things in life which are not essential, such as data charges, international roaming etc., while there are few things which are essential, like friendship. So we decided to juxtapose both these thoughts and that brought us to ‘Har Ek Friend Zaroori Hota Hain’.
Other than the TVC, the brand also has plans of using on ground activities to promote their new product features.
Click here to view the ads:
Airtel International Roaming:
Airtel- to-Airtel Free Calls:
Airtel Data pack:
2011 Airtel campaign:
A month back, the operator was aggressively promoting their ‘My Airtel App’ with the popular 4G girl, Sasha Chhetri. The multi-media campaign ran across TV, print, outdoor and digital media. In the ad, Chhetri is out with her friends and she takes up the ‘Apps Challenge’ and manages to outfox the challenger with the help of the ‘My Airtel App’. The App is a collection of top apps and brings the best of the online world to users in one place.
My Airtel App:
For a month or more, the ad was being pushed big time on television and the network even topped the BARC charts for four consecutive weeks with the maximum number of insertions. However, for week 47 (November 19-25), it slipped to the fourth spot. In the week mentioned, the telecom operator got 7,240 insertions as against previous week’s 9,444 insertions.