clear clear clear clear clear

Har Ek Friend Zaroori Hota Hai: bonds of friendship underlined

August 31, 2011 05:20:15 PM IST
Enkayaar, Glamsham Editorial
Send to Friend

What a Rahman and a Shah Rukh Khan could not do for the brand Airtel, the latest campaign, Har Ek Friend Zaroori Hota hai, has done. The campaign has caught the imagination of the youth, biggest users of the mobile phone and it has really become one of the most talked about brand positioning in the social media of all forms.

Coming at a time when the brand Airtel has not had a good report card for the June 2011 quarter, the song has become a Manna from heaven as it has pushed all the negatives associated with the brand and has created a halo around it, a halo that is shot through and through with friendship.

Indeed for the youth of the present times, as also for that matter, those who are in their early forties and late forties as well, the value and idea of friendship holds much more importance than the blood relatives. The campaign has caught imagination as it has touched this basic edifice of present day life. As the economy has expanded, has evolved, it has also pushed people to move out from their comfort zones to eke out their living, and in the war zones that they land in, it is the shield in the form of friendship that helps them tide over all forms of crisis that they face.

The campaign has been designed in such a manner that it provides identifiable links for all kinds of friends that an individual has in his or her life, as one has different kind of friends for different situations, and the campaign is a trip down memory lane for a relationship called friendship.
Indeed after a really long time, Airtel has come up with a campaign that is really worth its merit.

One thing that has happened after the advent of the communication companies in our country is the smart advertisement campaigns that are released into the market to establish the brand identity, as also bonding with the brand. In the recent times, it was the Idea that was dominating, but the ode to friendship has pushed all other campaigns associated with a brand of communication to back stage. It would be a really tough job to haul and set aside the idea of friendship through a brand, and one can only say that when the ode to friendship is replaced eventually, it would again be done through focus on another aspect of relationship in our lives.

After all, we live and die for relationships.

Read / Post comments on this article


 More on Glamsham

- 7 madly adorable photos of Athiya Shetty that you'll love! - News
- Katrina Kaif, Alia Bhatt and 7 other best dressed Bollywood celebs of the week - News
- Raksha Bandhan Special: 8 brother-sister equations in Bollywood movies that are true in real life too! - News
- Saif Ali Khan: I would love to direct, it sounds like a wonderful job - News
- Why Saif Ali Khan doesn't really like film promotions - News
- Baankey Ki Crazy Baraat - Movie Review
- Phantom - Movie Review
- Kaun Kitney Paani Mein - Movie Stills
- Aditi Rao Hydari - Picture Gallery
- Aditi Rao Hydari walk the ramp at LFW 2015 - Day 2 - Picture Gallery
- Ameesha Patel snapped on the sets of DESI MAGIC - Picture Gallery
- Babe Of The Day - Picture Gallery
- Best Dressed Of The Week - Picture Gallery
- Bold in blue - Picture Gallery
- Bollywood actors and their 'selfie' moments! - Picture Gallery

   News Archives