A year after creating ‘Har friend zaroori hai’, Airtel has released a campaign ‘Jo mera hai woh tera hai’ a few days prior to Friendship Day, 5 August.
As part of the campaign, Taproot India has created a 105-second film for the internet, of which shorter edits will air on television. Like ‘Har friend zaroori hai’, this commercial too has a friendship theme and features a peppy song, lyrics for which have been provided by Amitabh Bhattacharya and the music by Ram Sampath.
Airtel said in a statement that its 'Har friend zaroori hai, yaar' campaign had captured the imagination of 'millions in India and South Asia' as it reminded them of the importance of friendship for all ages and situations.
Since then, the brand noted that all its campaigns were inspired by the theme of friendship.
On the brief given by Airtel for this campaign, Agnello Dias, co-founder and chief creative officer, Taproot, said, “To have a new point of view for the brand around friendship but on the internet. A large part of our waking life today is spent online and obviously friendship acquires a whole new dimension on the net.”
On the choice of a song-based campaign, following the success of HFZ, he responded, “HFZ was not the first song-based campaign in advertising nor will it be the last. It is what you put in the song that's more important. Songs have been a part of advertising since he beginning of the industry. Songs are nice but they are not a formula.”
The current campaign reflects the brand's second insight on friendship - that it is all about sharing.
"The all new 'Jo mera hain 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," according to Airtel.
Besides the film, the campaign will be seen on outdoor, radio, print, digital and cinema.
Agency: Taproot India
Creative: Agnello Dias, Chintan Ruparel, Apoorva Jain
ECD: Agnello Dias, Santosh Padhi
Lyrics: Amitabh Bhattacharya
Music : Ram Sampath
Direction: Ram Madhvani (Equinox Films)
Airtel team : Bharat Bambawale and Anuradha Sehgal