Debrief: Airtel Internet: Lacks the magic of ‘Har Ek Friend’

07 Aug,2012

By Anil Thakraney


I was looking forward to see what Airtel does to extend their superb ‘Har ek friend zaroori hota hai’campaign. It was a maha cool idea, and enough has already been said about it. So let’s cut to the new ad for Airtel Internet.


The TVC carries a brand new friendship message: ‘Jo mera hai woh tera hai’. It features youngsters riding around Mumbai on an open-top bus, singing, bonding, enjoying and sharing. The ad also, in a sing-song manner, talks about the constant sharing of pics and updates that happens in the social media. Sharing is at the root of today’s friendships, and that’s the insight the idea rides on.


[youtube width=”400″ height=”225″][/youtube]

In principle, this is a good concept. The consumer insight is correct; kids, who are perpetually sharing stuff in the virtual world, would connect with this. However, the execution fails to replicate the magic of ‘Har Ek Friend’. This time the creative is a bit too literal, and ‘Jo mera hai woh tera hai’doesn’t pack in the natural charm of the earlier ad. And the song isn’t catchy. I think the creative team faltered at the last mile on this one, they needed to go a few steps further to weave in magic around sharing.


Anyways, as they say, the proof of the pudding is in the eating. So let’s see if youngsters get hooked to the new song, and are found sharing it excitedly on the net. Personally, I doubt that’s gonna happen.


Rating: (On a scale of 1 to 5): 2.5. Good insight. But the communication disappoints.


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3 responses to “Debrief: Airtel Internet: Lacks the magic of ‘Har Ek Friend’”

  1. R Vora says:

    The same message could have been communicated very simplistically with some sophistication. I like the new vodafone ads that are on air currently

  2. Kiran shenoy says:

    over 500,000 views on youtube alone in less than a week! Not to mention the shares, uploads, tags and forwards. Too less? It’s already crossed HFZ and it’s barely started. Hmmm…

  3. Ram P. Shastri says:

    wrong you are. It’s already caught on like wild fire.