Dil, Dosti and What Not!

Last night I was just browsing through my facebook home page and I happen to see a friend write something (see below) and I couldn’t resist but comment on it as well: D

This is the generation where you ‘Like’ and ‘Follow’. Parents wonder if it is really possible to have 1000 friends. The truth is, you can. This the age where you believe that a ‘Post’ or ‘Tweet’ would evoke a much faster response than a SMS or a Call!

Ek teri kadki mein sharing kare
Aur tere budget mein sneak in kare
Koi nature se guest koi host hota hai
Par har ek friend zaroori hota hai
Ek ghadi ghadi kaam aaye par kabhi kabhi call kare
Ek kabhi kabhi kaam aaye aur ghadi ghadi call kare

Don’t we all know someone or the other whom we associate these lines with!

This TVC somewhere has worked really well for the brand. The past few campaigns couldn’t create the hype that Vodafone (Zoo- Zoo) or an Idea (3G campaign) was able to do. Somewhere this TVC gets Airtel back in the running and surprisingly there is no celebrity used!

For me the best thing that has worked in this TVC are the guys behind it. The TVC has been created by two young Entrepreneurs from Taproot India – founded by Agnello Dias and Santosh Padhi

The advertising folks might recollect them to be ex- employees of JWT and Leo Burnet.

Quitting such big advertising agencies and forming your own and then coming out with such brilliant stuff. Hats off!

The jingle has been penned down by the creative Amitabh Bhattacharya, who has written some insane lyrics for movies like Dev D, Udaan and many more. He has used the popular ‘Hinglish’ lingo to describe the variety of friends we all have.

The music has been composed by Ram Sampath (Delhi Belly) fame and I believe he has done a rocking job to get the essence right.

Simultaneously we also saw the new Hero (Hero Honda, now Hero Motocorp) being re-launched which doesn’t quite create the hype that it was expected to. What’s interesting to note is that the new Hero anthem has been created by A.R. Rahman who in the past has done a lot of great work for Airtel.

With the campaign being an instant success I am sure many have already set this is as their caller/ring tone and viewed the video a hundred times.