| Title | RJ CALLING RJ |
| Brand | BHARTI AIRTEL |
| Product / Service | AIRTEL DATA |
| Category | A04. Best Use of TV or Radio in a Promotional Campaign |
| Entrant | JWT INDIA Mumbai, INDIA |
| Entrant Company | JWT INDIA Mumbai, INDIA |
| Advertising Agency | JWT INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Dhruv Tiwari | Jwt India | Junior Copywriter |
| Nutan Sooda | Jwt India | Vice President And Executive Business Director |
| Neetika Aggarwal | Jwt India | Vice President And Client Servicing Director - Account Management |
| Ashlesha Shukla | Jwt India | Account Manager |
| Sumeer Mathur | Jwt India | Vice President - Planning |
| Swati Bhattacharya | Jwt India | National Creative Director |
| Joy Sengupta | Jwt India | Creative Director |
| Varun Goswami | Jwt India | Creative Director |
| Avinash Bajaj | Jwt India | Senior Copywriter |
On July 24th, 2012, Airtel, the network of friends began building the world’s biggest digital friendship band for its Friendship Day promotion. 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 participation in the making of this record-breaking promotion.
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 urged listeners to do the same. Needless to say, millions of fans followed suit.
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.
By 2012, Airtel had successfully positioned itself as the network of friends. As a promo 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 broadcast in an innovative way within 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 listeners to follow suit.