Bharti Airtel’s Har Ek Friend Zaroori Hota Hai Campaign Goes Viral

Airtel today announced that following the success of its ‘har ek friend zaroori hota hai, yaar’ (HFZ) brand campaign – the company has further extended this brand idea with the launch of an all new online viral campaign at its YouTube channel.

Created by Taproot, these seven videos are inspired by interesting ‘friend types’ or tags created by the online audience on Facebook (www.facebook.com/AirtelIndia) during an outreach program initiated by Airtel earlier. Over coming weeks, the company will periodically release a total of 20 of these videos on the web and use the concept of ‘Gamification’ to excite viewers to unlock, access and share them.

These new 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 through new interpretations in laavni, bhangra, hip-hop, folk etc.

An interesting trend that depicts the way the current generation consumes and accesses information, Gamification is an infusion of gaming techniques and unique story telling that makes discovery content more fun and engaging.

Chance to win Nokia Lumia 800 Smartphone or a trip to Spain! :

As part of this ‘Gamification’ led initiative by Airtel, everyone keen on watching these videos will need to visit www.youtube.com/airtel and will then be provided interesting cues, by responding correctly to which, they will be able to ‘unlock’ video levels and gradually move ahead watch all videos.

Tagging others and sharing these videos on social networks like Facebook, Twitter and Google+ will allow viewers to gather points on the leaderboard. And then finally you can upload your own friend type video in order to win a Nokia Lumia 800 and a trip to Ibiza, Spain to party with your friends as the grand prize.

As a complete deviation from traditional media strategy, Airtel will release these videos on the web starting 4th January 2012, for the online audience for view and share. Watch out for more HFZ viral videos that Airtel will release in the coming weeks.

This Article Was Written By: Sanjay Bafna

Sanjay Bafna - National Editor (Telecom and Mobile Phone)

Sanjay Bafna is an entrepreneur and National Editor at TelecomTALK covering Mobile Operators, 3G, Broadband, 4G, LTE, Telecom Policies & Regulations and Mobile Phones. He is well known Telecom and Mobile Analyst, Love Tea and Chocolates.

{ 19 comments… add one }

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  • Rohan January 13, 2012 1:00 am, 1:00 AM

    @srinivas
    Haha, nice question!

    Reply
  • alamgir January 10, 2012 9:57 pm, 9:57 PM

    I wish Airtel had spent the money in improving the service rather than improving the marketing campaign.

    Reply
  • srinivas January 5, 2012 4:20 pm, 4:20 PM

    how to get free 3g services in bangalore

    Reply
  • sAm January 5, 2012 12:26 pm, 12:26 PM

    Har friend zaroori hai yaar, but for that v need Uninor not Airtel..!!

    Reply
  • vijay January 5, 2012 12:07 pm, 12:07 PM

    I think airtel is the third largest loser of subscribers in MNP !

    Reply
  • vijay January 5, 2012 12:06 pm, 12:06 PM

    Nothing is good in airtel other than it’s network coverage ! It does not give offers for even on-net subscribers too ! Happily ported out to idea ! I think airtel is the third largest loser of subscribers in MNP !
    Moral of this ad : He needs more subscribers ! HFZ ! Be aware people !

    Reply
  • vijay January 5, 2012 12:04 pm, 12:04 PM

    Nothing is good in airtel other than it’s network coverage ! It does not give offers for even on-net subscribers too ! Happily ported out to idea ! I think he is the third largest loser of subscribers in MNP !
    Moral of this ad : He needs more subscribers ! HFZ ! Be aware people !

    Reply
  • Raj January 5, 2012 4:53 am, 4:53 AM

    Airtel ko fire engine zaroori hai !

    Reply
  • WiMAX January 5, 2012 12:09 am, 12:09 AM

    I think airtel is no 1 by their subscriber but it’s service become so costly day by day,, pls airtel take some step for you customer,, because they made you no 1 ..

    Reply
  • sAm January 4, 2012 10:35 pm, 10:35 PM

    If network quality is of prime importance then Vodafone & BSNl are way ahead of other telcos(yes,incldng Airtel)..Itz true..The fact is that netw quality of Airtel is deteriorating day by day..The high charges that they charge are not that much proportional to their service quality.

    Reply
  • Ajay Dhar January 4, 2012 8:24 pm, 8:24 PM

    Airtel Is Best,I Am Enjoying Free 3G Since A Year Without Any Try Or So.

    Reply
  • Jagan T January 4, 2012 8:24 pm, 8:24 PM

    HFZ Ad is a lovely one. No comments on Airtel. :)

    Reply
  • Paras January 4, 2012 8:12 pm, 8:12 PM

    Airtel free 3G services also going viral. Even after hundreds of complains about technical flaw in their system, they are not interested in correcting it. Who cares? Let people loot the looters…

    Reply
  • Ravi January 4, 2012 8:05 pm, 8:05 PM

    anil :
    Airtel is very smart in add campaign. He knows where to shoot so that one can DIE
    Har ek friend jaroori hota hai to bang the youth. And i love this ad personally.
    i love Airtel because its quality of voice is A1 class. and good network in every village.
    only dont like high call cost and value vouchers and high rate of 3G.

    I hope Docomo will be the Alternative in near future.

    Reply
  • Esmail January 4, 2012 7:08 pm, 7:08 PM

    Good marketing strategy is what keeps airtel afloat at the top position in the Indian Telecom market with the highest number of subscribers. Right from the very beginning of cellular network operation in India Airtel’s target has been the youth since they comprise the highest cellular subscriber base, I recall how popular their Friends calling scheme had become with the 10p/min calling within friends circle. With this HFZ campaign it has again caught the pulse of the youth and pinpointed the cardinal essence of friendship that drives us all. I’m not a fan of Airtel personally, but this campaign will assure that Mr. Sunil Mittal remains the reigning King of the Telecom sector in India.

    Reply
  • Sam from Kashmir January 4, 2012 5:03 pm, 5:03 PM

    looto aur paise ke peche bhago looto airtel so costly operator in india

    Reply
  • Abhimanyu January 4, 2012 4:46 pm, 4:46 PM

    this is juz soo amazing !!

    Reply
  • sAm January 4, 2012 4:14 pm, 4:14 PM

    Useless thing from useless operator !!!!

    Reply
  • anil January 4, 2012 4:07 pm, 4:07 PM

    Airtel is very smart in add campaign. He knows where to shoot so that one can DIE :)
    Har ek friend jaroori hota hai to bang the youth. And i love this ad personally.
    i love Airtel because its quality of voice is A1 class. and good network in every village.
    only dont like high call cost and value vouchers and high rate of 3G.

    Reply

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