Airtel’s ‘Har friend zaroori hai’ campaign goes viral

Having successfully established a youthful brand connect, Airtel’s campaign now takes the ‘Gamification’ route in its all new online avatar.

e4m by Rahul Dubey
Updated: Jan 5, 2012 9:04 AM
Airtel’s ‘Har friend zaroori hai’ campaign goes viral

After the success of its ‘Har Friend Zaroori hai’ (HFZ) brand campaign, Bharti Airtel has further extended this brand idea with the launch of an all new online viral campaign at its YouTube channel,

After the number of entries on the Facebook page of the campaign touched the 65,000-mark, the telecom giant has launched seven of a total 20 videos on its YouTube channel. The videos have been created by TapRoot India, led by Agnello Dias and Santosh Padhi. These 20 videos are inspired by interesting ‘friend types’ or tags created by the online audience on Facebook ( during an outreach programme initiated by Airtel earlier.

Over coming weeks, the company will periodically release a total of 20 of these videos on the web and woo viewers to unlock, access and share them.

Commenting on the launch of the new HFZ viral campaign, Bharat Bambawale, Director, Global Brand, Bharti Airtel, said, “The youthful rendition of Airtel’s ‘Har friend zaroori hai, yaar’ campaign and its accompanying foot tapping friendship anthem have resonated well with people of all age groups and backgrounds, much like the brand itself. Given the theme itself, focusing on the discerning online audience was a natural choice for us. These videos will follow the increasingly popular global trend of ‘Gamification’ to encourage viewers to spread the word on these evocative videos.”

The original HFZ soundtrack is now also available in more fun and fresh through new interpretations in laavni, bhangra, hip-hop, folk, and so on. Commenting on the creation of the ads, Agnello Dias, Chairman & Co-Founder, TapRoot India, said, “We came across the fact that apart from the television campaign, there is also a very good response to it on online platforms too. While the television campaign connected with consumers of all age groups, these 20 videos have been created for online audiences.” Explaining the creation of the ads, Chintan Ruparel, Copywriter at TapRoot India, said, “Any campaign of this scale is a part of the larger plan. Digital films are shot at a minimal budget and hence, in most of the videos, single head cameras have been used without many cuts in the shots. The single-shot nature of the film is deliberately placed to connect with the characteristic of the friends we are trying to portray.”

Of about 30 best and most popular posts online, the creations focused on the top 20 posts. “In the brief, we received a bunch of ‘friends’ type who can be depicted as characters of these films, we chose the best ones and of course, rejected a few and wrote short scripts around them. We finished shooting the videos in just two days,” elaborated Kaushik Iyer, Copywriter of the ads.

As a complete deviation from traditional media strategy, Airtel has released these videos on the web starting January 4, 2012, for the online audience to view and share. The telecom operator will also offer prizes such as Nokia Lumia 800 and a trip to Ibiza, Spain as part of its marketing activity.

Copy writers:
Chintan Ruparel and Kaushik Iyer
Director: Piyush Raghani
Production house: Old School Films
Music: Amartya Rahut

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