Airtel takes ‘har friend zaroori hai, yaar’ campaign to digital platform

MUMBAI: Telecommunications major Bharti Airtel plans to take its popular campaign ‘har friend zaroori hai, yaar’ (HFZ) to the next level with the launch of a new online viral campaign at its YouTube channel.

Taproot has created 20 videos for the digital campaign. It is inspired by ‘friend types’ or tags created by the online audience on Facebook during an outreach programme initiated by Airtel earlier. The company will periodically release these videos and use the concept of ‘Gamification’ to excite viewers.

Bharti Airtel director - global brand Bharat Bambawale said, “The youthful rendition of Airtel’s ‘har friend zaroori hai, yaar’ campaign and its accompanying foot tapping friendship anthem have resonated well with people of all age groups and backgrounds – much like the brand itself. Given the theme itself, focusing on the discerning online audience was a natural choice for us. With this in mind, Airtel earlier launched an online campaign that encouraged everyone to create unique friend types on Facebook which received a whopping 65,000 entries in a span of days.”

“We have now chosen interesting friend tags of this crowd sourced lot (like ‘status update fried, activist friend, dhinchak friend’, ‘filmi friend’, ‘chipkoo friend’ and ‘proxy friend’) to create new HFZ online viral videos. These 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,” he added.

The original HFZ soundtrack is now also available in new interpretations like laavni, bhangra and hip-hop folk.

Gamification is an infusion of gaming techniques and unique story telling that makes discovery content more fun and engaging. As part of ‘Gamification’, everyone keen on watching these videos will need to visit the YouTube channel and will then be provided 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 one can upload his 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.

Airtel released these videos on the web yesterday for the online audience for view and share.

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