Airtel spins off new campaign into 'shorties'

Post the launch of its new thought 'Har Friend Zaroori Hai, Yaar' through a long-format TVC in August 2011, Airtel has released two new shorter-version commercials highlighting certain offers, with the now-familiar jingle firmly in place.

WATCH the second TVC

Taproot, the agency founded by Agnello Dias and Santosh Padhi, continues to be the agency behind this campaign.

Commenting on the new TVCs, and whether we will see more of this campaign in this format, the Airtel spokesperson said, "Our new Campaign 'Har friend zaroori hai, yaar'  (HFZHY) has captured the imagination of the nation, establishing an intuitive connect with all age groups and going beyond metros into tier two towns and more. We are now ready to usher in the next phase of this campaign. We will now introduce innovative products from Airtel through delightful short stories of different types of friends. We call these short films “shorties” affectionately."

Explaining the films, the spokesperson said, "The 'F1' shorty is a humorous story of friends longing to watch the F1 race. This introduces 'The A-ticket' which promises the experience of a lifetime at the forthcoming Airtel F1 Grand Prix of India. The 'Kanjoos' shorty is a light-hearted take on, well,a 'Kanjoos' (stingy) friend in an easy to relate to situation in our daily life. And it'll introduce 'special night calling packs'."

Credits
Creative agency: Taproot
Director: Ayyappa
HFZ Youth Anthem: Amitabh Bhattacharya (Lyrics) and Ram Sampath (music)
Media agency: Madison