![]() ![]() 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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