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BW Businessworld

The Familiar Tune Is Back

For millennials in India, one of the most memorable ad jingle is Airtel’s ‘Har Ek Friend Zaroori Hota hai’

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For millennials in India, one of the most memorable ad jingle is Airtel’s ‘Har Ek Friend Zaroori Hota hai’. Five years ago when it came out, it became a sensation, which is a dream for every brand and creative heads. In light of its phenomenal success, Airtel decided to bring back the familiar tune in its latest advertising campaign.

Conceptualised by Taproot Dentsu, the new campaign has three ad films, all promoting Airtel’s features such as free incoming calls abroad, free calls on the network and cheap data packs. The ‘Har Ek Friend Zaroori Hota Hai’ campaign was launched in 2011 and was Taproot Dentsu’s first campaign for the telecommunications brand.

Explaining the concept behind the campaign, Agnello Dias, chief creative officer, Taproot Dentsu says, “Airtel is constantly trying to address every single pain point for the consumer. And this is another whole bunch that took care of things that were just not necessary or zaroori in our lives. It triggered the idea that just like every friend is necessary, there are some things that are just not needed and Airtel works non-stop to take care of that.”

Speaking about why the brand brought back the much-loved theme from 2011, Dias explains, “The idea of some pain points that are just not needed fits well with the few things that were badly needed and one of them was something that the brand owned through a very popular campaign. So it fits well.”

Produced by Equinox Films, the TVCs move away from the 4G girl Sasha Chhetri.

Besides TV, the campaign will be launched in outdoor, radio and digital platforms as well.

Taking the friendship theme from the ‘Har Ek Friend Zaroori’ campaign forward, the ads talk about how Airtel addresses consumers’ concerns with mobile phone networks as well. Dias says, “Friendship, like love and laughter are mass, easily identifiable emotions and a brand of the stature of Airtel will always subscribe to these.”

The music for the TVC has been composed by Ram Sampath and the film has been directed by Ram Madhwani and Nitin Parmar.