Anil Thakraney’s DeBrief: Very cool stuff!

07 Oct,2011

I regard ‘Har Ek Friend Zaroori Hota Hai’ an outstanding idea. Because of its simplicity, its honesty, its spirit, and most importantly because of the advertiser’s sharp understanding of today’s youth. Airtel’s idea has caught on with the so-called Gen Next, and the internet is buzzing with it. A total winner, to put it simply.


And I eagerly awaited the next stage of the campaign, and was curious to know how they’d take this concept forward. It’s a tricky one. We have often seen in the past that the mother ad is launched with a bang, but it eventually ends up as dull 15 second edits. And I must say Airtel doesn’t disappoint, the new short films, highlighting various features, look like chips of the ol’ block.


I watched two ads. In one, some friends get together and make frantic car race sounds on their mobile phone, in an attempt to mislead their pal into thinking they’re at the F1 race. The dude obviously gets very pissed off on being left out. The other one is funnier. A bunch of guys arrive inside a parking lot to find the windshield of their car smashed. The worried owner asks he pal to call the cops, but the kanjoos chap gives the police station a missed call! This ad sells the night-time calls plan.




I like these ads. Not only because they are humourous, but also because the approach is kick-arse. The friends don’t do positive deeds in the ads, in fact they react negatively to their buddies. And still, they are zaroori! Brilliant thought. This little twist makes the ads charming to watch.



Rating: (On a scale of 1 to 5): 4.5. Keep ’em coming!



Anil Thakraney’s ad review column DeBrief appears twice a week.

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One response to “Anil Thakraney’s DeBrief: Very cool stuff!”

  1. Tarun Nangia says:

    I have seen people humming ‘ Har ek fried zaroori hota hain in the Delhi metro, the jingle has caught on”

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