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Airtel

The document provides an analysis of Airtel's "Har ek friend zaroori hota hai" advertising campaign from 2011-2012. [1] The campaign targeted India's youth demographic and positioned Airtel as enabling human connections rather than just being a telecom provider. [2] By featuring everyday situations where friends are needed and having no explicit mentions of Airtel services, the campaign aimed to show Airtel supports relationships. [3] The memorable jingle increased recall value more than the ad itself, and the ringtone contributed over 5% of revenue that year, showing the campaign's large impact.

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Arindam Chowdhury
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85 views3 pages

Airtel

The document provides an analysis of Airtel's "Har ek friend zaroori hota hai" advertising campaign from 2011-2012. [1] The campaign targeted India's youth demographic and positioned Airtel as enabling human connections rather than just being a telecom provider. [2] By featuring everyday situations where friends are needed and having no explicit mentions of Airtel services, the campaign aimed to show Airtel supports relationships. [3] The memorable jingle increased recall value more than the ad itself, and the ringtone contributed over 5% of revenue that year, showing the campaign's large impact.

Uploaded by

Arindam Chowdhury
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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AIRTEL

ADVERTISING CAMPAIGN ANALYSIS

Sales & Marketing Domain | Preparatory Analysis


PLACEMENT PREPARATION COMMITTEE IIM
INDORE
Airtel | Placement Preparation Committee

AirTel Har Ek friend zaroori hota hai:

Background:

Airtel is one of the major players for telecomm in India. However, during the 2011-12 periods, it
faced a lot of competition from Idea, Vodafone, Reliance etc. Thus, they wanted to create a strong,
ad, targeted at the biggest user market, the youth of India. They created one of their most
memorable campaigns, called “Har ek friend zaroori hota hai”. In fact, it was so popular, that they
brought it back after five years of the initial launch (as announced by them on December 6, 2016).

STP Analysis:

Segmentation: The main demographics used for segmentation are age.

Targeting: The ads were explicitly targeted towards the youth of 18-30 years of age.

Positioning: This ad focuses on Airtel as a service enabling human connections, rather than just a
telecomm company.

Objective:

The objective was to communicate that Airtel was not just another service provider, but enabled
the users to build human relationships. There was no explicit mention of any one service provided
by Airtel.

IIM INDORE CONFIDENTIAL 1|PAGE


Airtel | Placement Preparation Committee

Why they chose this:

The protagonists of the ad were youth going about their everyday lives. This was so that the
common man could relate to them. There were specific references to instances when we need
friends, like shopping, copying during exams, and even a friend to have tea with.

Value creation:

This is one of the advertisements which depended on the recall value of the jingle, more than the
recall value of the ad itself. The best part of the campaign was that there was no mention of airtel,
or their products, in the advertisements. Due to this, people chose Airtel, and picked their
favourite offering off the list of services offered by airtel.

Impact:

It was one of the most popular campaigns, so much so, that the ringtone/hello-tone of “Har
ek friend, Zaroori hota hai” alone contributed to over 5% of the revenue that year.

Channels used:

The ad was first released on TV and online media. However, as it became more popular, it was
also shown in print media, where the pictures were enough to recollect the ad and its jingle.

IIM INDORE CONFIDENTIAL 2|PAGE

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