Conceptualised by Taproot India, Airtel brings yet another song on friendship composed by Ram Sampath and penned down by Amitabh Bhattacharya
BestMediaInfo Bureau | Delhi | August 3, 2012
To celebrate the bond of friendship, Airtel has launched new campaign on the theme of friendship on the occasion of Friendship Day. Launched on August 1, 2012, the campaign uses 360 degree medium including outdoor, radio, print, digital and cinema.
Conceptualised by Taproot India, the campaign consists yet another song on friendship composed by Ram Sampath and penned down by Amitabh Bhattacharya. The same team was behind the successful ‘Har Friend Zaroori Hai, Yaar’ (HFZ) campaign.
According to the spokesperson of Airtel, “August 19, 2011 the path breaking 'Har Friend Zaroori Hai, Yaar' (HFZ) campaign captured the imagination of millions in India and South Asia as it reminded them of the importance of friendship for all ages and situations. It was a step ahead in defining the theme of relationship that Airtel has always stood for. Universal in appeal, the communication appealed to young and youthful as all celebrated the spirit of Friendship.”
The theme then was further extended through interesting “shorties” like "Kanjoos friend, "Lifesaver friend", "F1 friend", the "facebook friend". Innovative online outreach allowed people to categorize and tag their friends into various friend types. Soon an outstanding number of number of friend types were identified and tagged. Since then, Airtel’s all campaigns were inspired by the theme of friendship, each capturing situations that continuously drove home the fact that Friends are intrinsic to our lives enriching it at every step.
“Almost a year later, on the eve of the Friendship Day, we bring to India our second insight on on friendship i.e. - it is all about sharing. The all new “Jo mera hai wo tera hai" theme depicts this very insight and how in today's day and age - friends share every thought and update with one another and that a lot of this sharing often happens in the online world!” added the spokesperson.
Friendship, as we all know, in our world is enabled by technology and internet. We share, connect and rekindle the same through the various social platforms via the internet constantly. For today’s youth, it is a step further – they share a ‘relationship’ with their families but their ‘life’ with their friends. Minute by minute update of every act, thought, feeling, connects them with their entire universe of friends. It is their way of creating an inclusive nurturing universe in real time.
Speaking on the brief, Agnello Dias, Chairman and Co-Founder, Taproot said, “The brief was to get an Airtel point of view on the internet. Since youth and friendship was already a space that the brand was entrenched in, we thought it would be nice to move from last year's 'many different kinds of friends we have nowadays' to 'many different ways in which we share our lives on the internet'.”
On chosing a song based campaign yet again after HFZ, Dias said, “Songs have been part of advertising long before airtel and will continue to be so. One does not think of things like song or no song when one is thinking of the idea.”
The cheerful and upbeat mood of the ad is complemented by an easy to sing along anthem. It is the refrain of this youthful inclusive world that feels that friendship main... “Jo mera hai wo tera hai, Jo tera hai wo mera”!
Creative: Agnello Dias, Chintan Ruparel, Apoorva Jain
Lyrics: Amitabh Bhattacharya
Music: Ram Sampath
Direction: Ram Madhvani ( Equinox Films).
Airtel Team: Bharat Bambawale and Anuradha Sehgal