Airtel Campaign - Har Ek Friend Zaroori Hota Hai

The best advertisements form an emotional connection with the audience through the human emotions that is existent in each one of our lives. An advertising tagline used in such format, can elicit an emotional response and can be one best ways to achieve long term brand recall. Take for instance Airtel's latest campaign that has a tagline "Har Ek Friend Zaroori Hota Hai". In the past couple of weeks there have been countless ocassions on which I have heard people using this tagline or humming the song and on a couple of occasions, I have done the same as well. 

The ad depicts different roles our friends play in our lives. The sentiment is seamlessly integrated into ad with great elan. The catchy jingle has caught people's imagination with a lot of people singing it. It does wonders to your brand since it starts acting like a viral and your commercial is promoted beyond the purview of traditional engagement mediums through word of mouth marketing. A fun association with the brand always gives it a very positive essence which augurs well for the brand in the long run. 

The new Airtel ad works well because it triggers an emotional stimuli. It bonds well with the youth by talking to them in their language and more importantly creating a connect with them to gain their confidence.Our demographics reveal that a sizeable percentage of our population falls in the youth category and hence it's pivotal for every brand to be tuned in to their demands and expectations. Friends are an important factor in people of all age groups.Therefore the brand tone appeals to people of all generation, while simultaneously keeping the youth at its core. The campaign has also been launched on Radio and impactful outdoor hoardings have also been created. Some of the hoarding creatives are as follows:

Simultaneously Airtel has launched a contest on Facebook.

The contest requires people to first like the Airtel Facebook Page. Once a user has access to the page people can download the application to their respective accounts and then tag each one of their friends and share what type of friend type they are for ex: "chuddi buddy", "movie buddy", "groovy buddy", etc. It then extracts each of your friend's profile and you can then tag each of them with the respective tags. The winner gets a chance to visit Las Vegas. This is a wonderful consumer engagement program that Airtel has launched. The campaign is very simple yet creative and has a strong viral effect. 

While everyone knows that an emotional campaigns is more effective, creating ads that engage the consumer at an emotional level is a complex task. However Airtel seems to have got the formula right this time around. Such adverts have the potential to grab eyeballs of consumers who don't even associate with the brand and product category. As per data provided by Airtel following are some key highlights of the campaign in the month of August. 

1. 1.8 million - the number of views of the commercial on Youtube
2. 62,000 - times it was shared on Facebook
3. 1.17 lakh - the number of people who have downloaded the tune
4. 1.45 lakh - the number of people who have set it as Hello Tune 
5. 11 lakh - the number of mentions on Twitter

This I believe is phenomenal visibility for a brand. The connect with the consumer is well established.