Airtel’s HFZ campaign goes viral

05 Jan,2012

Bharti Airtel, a leading global telecommunications company with operations in 19 countries across Asia and Africa, after the success of its ‘Har Friend Zaroori Hai, Yaar’ (HFZ) campaign, has extended this brand idea with the launch of an all new online viral campaign on its YouTube channel (


Created by Taproot, these 20 videos are inspired by interesting ‘friend types’ or tags created by the online audience on Facebook ( during an outreach programme which had been initiated by Airtel earlier.


Over the coming weeks, the company will periodically release a total of 20 videos on the web and use the concept of ‘Gamification’ to excite viewers to unlock, access and share them.


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


Commenting on the launch of the new HFZ viral campaign, Bharat Bambawale, Director – Global Brand, Bharti Airtel, 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 launched an online campaign that encouraged everyone to create unique friend types on Facebook which received 65,000 entries in a span of days. We have now chosen the most interesting friend tags 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.”


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 their own friend type video in order to win a Nokia Lumia 800 and a trip toIbiza,Spainas the grand prize.


A complete deviation from traditional media strategy, Airtel will release these videos on the web starting January 4.


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


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