Airtel's 'Har Friend Zaroori...' goes digital now

Bharti Airtel has now taken forward its eminently popular ‘Har friend zaroori hai, yaar’ campaign on to the digital space, starting with Youtube. Created by Taproot, the twenty videos on the Airtel channel are inspired by interesting ‘friend types’ or tags created by the online audience on Facebook during an outreach programme initiated by Airtel earlier.

Watch the 'Status Update Friend' video (story continues below)

Over the coming weeks, the company will periodically release more videos on the web (the digital campaign commenced on 4 January). The brand is also using the concept of ‘Gamification’ to engage consumers: they can unlock more videos by responding correctly to cues on the Youtube channel. Tagging others and sharing the videos on social networks like Facebook, Twitter and Google+ will allow viewers to gather points on the leaderboard; a contest is also a part of the campaign.

Commenting on the launch of the new digital campaign that the company hopes will go viral, 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. With this in mind, Airtel earlier launched an online campaign that encouraged everyone to create unique friend types on Facebook which received a whopping 65,000 entries in a span of days. We have now chosen the most interesting friend tags of this crowd sourced lot (like ‘Status Update friend', 'Activist Friend', 'Dhinchak friend’, ‘Filmi Friend’, ‘Chipkoo Friend’ and ‘Proxy Friend’) to create new HFZ online viral videos. These 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 interpretations in laavni, bhangra, hip-hop, folk etc."

Visit the Airtel channel on Youtube