In fact Dias says ‘Jo Mera Hai’ is a lot more lyrical than ‘Har Ek Friend’ the latter he says was more of a slogan that worked really well in a song. So it’s a song by the young people in the film rather than a jingle slapped on.” Says Dias: “We knew that the music would have to be raw and organic, played on ready everyday instruments within the visual graph of the film. He does add that each “activity has a life and stature of its own.” And music is an integral part of the campaign’s social profile. We also knew we wanted to retain the DNA of Har Ek Friend,” says Bambawale. Its makers are well aware that many see this as a sequel and comparisons to ‘Har Ek Friend’ would be inevitable indeed. Be that as it may, the current campaign has big shoes to fill. “Our communication insights are about how people actually live and practice friendship in real life,” he adds.Įxamples: the act of pulling off a great prank on a good friend or uploading embarrassing pictures of a friend on a social network! That’s right, who needs enemies nowadays? “Our approach is grounded in real life and not posed or staged,” says Bambawale.
Says Bharat Bambawale, global brand director, Bharti Airtel: “It’s a slice of a creative territory we want to own.”Īlso it’s a territory with a population of 200 million customers across categories of 2G, 3G and 4G mobile, fixed line and DSL broadband, IPTV and DTH services. The question is: can the creative break through the clutter and touch people’s hearts?” The campaign was launched on Friendship Day - not yet a national holiday, although it was a Sunday this time around - with the intent of touching hearts across age groups and socioeconomic backgrounds.īrand Airtel intends to extend its communication precinct from friendship to friends and their sharing fixation with this campaign.
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