The Brief

On July 24th, 2012, Airtel, the network of friends began building the world’s biggest digital friendship band. Netizens across the country could tag each other via an app on Facebook. The app would subsequently put these names on a live, scrolling, friendship band. The objective of the activity was to use radio in an innovative way, to encourage immediate participation in the making of this record-breaking band.

Creative Execution

By 2012, Airtel, had successfully positioned itself as the network of friends. To celebrate the most important day in the brand’s calendar, Friendship Day, the brand began building the world’s biggest digital friendship band. In an attempt to use radio to generate direct response for this promotion, we came up with an idea that was a first for Indian radio. For the first time ever, rival radio channels became friends, on-air, in front of the entire country. In less than 15 days, 142 RJs became friends, and urged millions of young listeners to follow suit.

Describe the creative solution to the brief/objective.

In what was a world first, 142 top radio jockeys across 6 national radio frequencies set aside their professional rivalries and called each other up live on national radio. Expressing their friendship, live on radio, they went on to tag each other to the Airtel Friendship Band, by using the app on Facebook, and asked listeners to do the same. Needless to say, millions of fans followed suit.

Results

The response generated by this innovative use of radio broadcast was phenomenal. In just 15 days, leading up to Friendship Day, a staggering 1,79,437 unique users engaged with the app. The app commanded a 62% conversion rate, a clear sign that people were eager to be part of this unprecedented feat. By Friendship Day, a whopping 1,26,40,581 people were tagged to the friendship band, making it airtel's most successful digital activity ever.