airtel second successful innings with friendship!!!!! _

8/13/2019 Airtel Second Successful Innings With Friendship!!!!! _

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Airtel Second successful innings with Friendship!!!!!

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Airtel recently launched ad campaign is an extension to its last ad campaign which revolved around friendship. Earliercommunication was all about friendship while as the latest one speaks about its at tributes that is sharing among friends orfriendship is all about sharing. The latest communication Jo mera hai woh tera hai from the company complements theearlier one which said Har ek friend zaroori hota hai.

Har ek friend zaroori hota hai & Jo mera hai woh tera hai created by Taproot India is different from the earlier campaignDil jo chaahe paas laaye created by JWT.

The campaign has at its centre a 65 second Television commercial and a whooping 105 second long commercial releasedonline (You Tube). The ad coupled with brilliant picturization, excellent score & upbeat mood is literally creating quite a

buzz on digital and electronic spaces.

Airtel was founded in 1992, by Sunil Bharti Mittal when Bharti group won a bidto build a cellular phone network in Delhi. In 1995, Mittal incorporated the cellular operations as Bharti Tele-Ventures and


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launched service in Delhi. In its earlier years like other service providers Airtel had its own share of problems, but under theleadership of Sunil, Airtel overcame all the challenges and by 2005 (in less than 10 years) Airtel had a pan India presenceand was offering services in remote location like Andaman and Nicobar. Today, Airtel is the largest cellular service providerin India and the third largest in the world.

Airtel was the first player in India to offer some niche services like BlackBerry, Call Back tunes, personalized ring tones andhad some of the biggest names like Sachin Tendular, A. R Rahman, Sharukh Khan on board to promote itself, yet it was

behind Vodofone in postpaid category or corporate sector.

Airtel always backed on relations or human emotions in their communication, small child speaking to his father who is inDelhi over a toy phone as his mother did not allow him to play, spoke all about human emotions and relation. While asVodofone has always advertised for its services. In every communication Vodofone speaks about its services like customercare or VAS etc.

Airtel which was enjoying a near monopoly in pre-paid and among youths decided to target corporate as well as post-paidsubscribers with its latest new communication. In 2010 Airtel decided to rebrand with a new logo and new signature tune andit launched Dil jo chaahe paas laaye campaign designed by JWT. The campaign failed to accomplish what it was supposedto.

In August 2011, the brand launched its Har ek friend zaroori hota hai campaign with the same old signature tune which wasmodified and re-established itself among the youth as an out-and-out friendship brand. The task back was to make the

brand more contemporary and youthful. The communication leveraged on emotions (friendship) as well as the product

(mobile phones) which connect all of them. The campaign was a runaway success and everyone was again humming thetune. Since then, all of Airtels campaigns have been inspired by the theme of friendship.

Why was the campaign created by JWT not so popular as compared to the latest campaigns?

Its very important to remember that in Marketing the Product and Promotion (Two Ps) are directly associated with a third Pthat is People. Through Promotion content an association is created between People (Consumer) and the Product (Tangibleor Intangible). Once this association it is very difficult to change People (consumers) perception about the product.Consumers could not associate with Dil jo chaahe paas laaye campaign as it did not speak about any human emotion norcould consumers associate with Airtel as everything was new in it right from Logo, theme as well as the signature tune, whileas Har ek friend zaroori hota hai spoke about the very fundamental emotion of love and friendship and the signature tunegave a recall factor which again associated the consumers with Airtel rather than alienating them.

The success of latest campaign from Airtel highlights the stronger association between People, Product andPromotion, which is what marketing is all about.

Posted: 12th August 2012 in Advertising, Brand Update, Marketingby Reetesh SinghTags: advertising, AIRTEL,branding, communication, digital, marketing, message, strategy, television, TVC

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Uday Rawatsays:August 12, 2012 at 12:57 pm

A very nice post. There are few things I liked about your blog:

1.


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1. Simplifies, no messed up content.2. Free from advertising

and MOST IMPORTANT one that you people are themselves an agency and still you freely talk and appreciate aboutother agencies on your blog.

I really appreciate this kind of attitude. hats off to you guys !!!

Reply

Shivani Walia says:August 12, 2012 at 2:11 pm

Thanks for one more nice post from marketing perspective.

Reply

2.

Anushka Sharma says:August 12, 2012 at 3:23 pm

Once again a detailed insight from your blog. We see it from an ad film point of view and you people talk about its

effectiveness and ROI! Keep goingReply

3.

Raman Suri says:August 12, 2012 at 3:28 pm

yeah, airtel has always been focussing on youth since its inception whereas Vodafone talks about services right fromthe beginning when it was Essar and then became Hutch. A very renowned fact..

Reply

Sarah Khan says:October 16, 2012 at 12:36 pm

What a joy to find someone else who thinks this way.

Reply

4.

Ashish Sethi says:August 13, 2012 at 12:56 am

The brand rocks and so the TVC

Reply

5.

Nidhish Sharma says:August 13, 2012 at 1:21 pm

Its very important to remember that in Marketing the Product and Promotion (Two Ps) are directly associated with athird P that is People. Through Promotion content an association is created between People (Consumer) and theProduct (Tangible or Intangible). VERY TRUE; THIS IS VERY IMPORTANT WHILE PLANNING ANYSUCCESSFUL CAMPAIGN !

Reply

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airtel second successful innings with friendship!!!!! _

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