Campain magic of Airtel's famous song" Har ek firend "

1. Presented by :
Siddhi
Sanyam
Sanjay
umang

2. •Airtel campaign ion
2010worth Rs300 Crore
•Idea’s campaign what an idea sirji•Vodafone campaign of zoozoos
•Failed to match
the buzz
•31% fall in sale

3.  Airtel had launched its 3g services and
supporting communication.
 Study's says nearly 200 million Indians are
between 15-25 years of age and the youth
are also the early adaptors of technology as
well as users of a variety of high end devices.
 Besides it doesn’t want to chase a young
audience at the risk of losing its slightly
older but loyal target group
 They want to create a brand with struck a
chord across age group and so the theme of
friendship came out.

4.  Idea of theme arrived from brainstorming
with clients and meeting young consumer in
several cities along with brand theme.
 This face book generation have more then
500 friends on it and not all are the same
every friends having their own different
characteristic and technology help them to
connect so the “har ek friend zaroori hota
he" powerful youth campaign came up by
airtel.

5.  The first campaign launch with television
commercial and how the presence of each
one is necessary in some way or other with
different kind of friends that shown.
 Commercial stats with short of collage
students waiting for professor and suddenly a
girl stat singing “chai ke liye jaise tost hota he” boy
catch line and sing “waise har ek friend zaroori hota
he”
 Ad end with jingle and punch line and says
“Aur har friend se connected rakhe-Airtel . Dil jo paas laye”

6.  1 Minute and 40 sec ad show the different
types of friends and the brand wants to give
humors touch to add.
 According to the agency the process of being
new branding strategy from “admire brand”
to youth wants to hangout being too flippant
although the communication is exuberant it
doesn't alliances the older generation of
airtel users the different prospective shown
by them.

7.  Lyrics: Amitabh Bhattacharya
 Language : Social media
 Music : use of desk banging , chairs thumping
, clapping and cheering
 Actors: 70 young actors
 Place: Sophia college for women gamdevi
police station film city Mumbai
 Shoot like home video
 Media: all use jingles and print ad for further
advertisement for the airtel from this
commercial.