The Friendship Turnaround

In 2011, Airtel brand buzz was just not matching that of Vodafone & Idea. There was intense pressure on them to bounce back.

The Three big players were pumping in big monies into their brands. Vodafone‘s Zoozoo gave it massive gains and ‘What an Idea, Sirjee!’ was rocking it for Idea.

Airtel had pumped in INR 300 cr on rebranding and a new logo in 2010. But it still didn’t shift much for the brand. It had to find a way to reconnect big with the young crowd.

Facing the heat on the brand was Mohit Beotra. An adman at the core, he had to risk something fresh. He reached out to his friend at Taproot, Agnello Dias.

Agnello knew how critical this brief from Airtel was for his new agency. He backed a raw, young music talent in Ram Sampath and a quirky lyricist in Amitabh Bhattacharya for the jingle.

Amitabh’s lyrics sounded like a buzzed out conversation between friends. ‘Joke buddy, Poke buddy, Gaana buddy, Shaana buddy’. And Ram tuned it to a peppy rock like feel with sounds of banging on desks.

Agnello gave it the punchline it needed ‘Har Ek Friend Zaroori Hai Yaar’

An iconic Jingle was born. Airtel re-connected big time.

Har Ek Friend Zaroori Hota Hai was Airtel’s best expression ever!

A great brand story to celebrate friendship day

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