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Airtel takes 'Friendship' brand campaign to Africa

Bharti Airtel, the country's largest mobile phone company by revenues and subscribers, has extended its popular campaigns that promote usage of data, to all African countries where the telco has operations.
The company's 'Har Friend Zaroori Hai' and 'Jo Tera Hai Woh Mera' campaigns have been tweaked for the continents audience. For instance, the 'Padi Na Good Thing O' campaign in Nigeria features a local unknown singer Half Dollar who is helped by his friends to land a lucrative recording contract.

Airtel Nigeria acquired over 113,000 new fans on its Facebook page since the campaign went on air and the commercial recorded over 392,243 views on YouTube, the company said.
The campaign was a result of research findings conducted by Airtel across several African markets that revealed that youth is greatly influenced by friends. The research study conducted by TNS examined key factors that affect the life choices and success decisions by young people between the age of 13 and 30.
Airtel Nigeria's chief executive officer Segun Ogunsanya said that the company aims to be the most loved brand in the daily lives of Nigerians and latch on to a theme which resonates with the fastest growing segment in Nigeria - youth. "We localised the friendship theme by linking it with the aspiration of a typical Nigerian youth, an aspiration to succeed despite all obstacles. Half Dollar typifies that aspiration and our campaign takes the audience from hopelessness to fame."
Chief Operating Officer and Executive Director, Airtel Nigeria, Deepak Srivastava added that the company's role as the 'pro-people network' was reflected in the range of products, services and offerings including the extremely popular 500% bonus offer and others like 2Good packages, Wazobia, Club 10, Quick Talk and Club Business.
After the success in Nigeria, the company is taking the campaign to Ghana, Uganda and Tanzania. Africahas a large youth population with the median age of the continent being just 20 years, which is similar to theIndian market where a large part of the population were under 35 years of age.
Airtel began its Africa journey in 2010 with 36 million customers across 16 countries. The brand has been well received in Africa and the company has successfully implanted its outsourcing based unique business model. It has over 60 million customers across 17 countries now and has rolled out high speed 3G networksin 11 countries to tap into the fast growing demand for data services.
By The economic Times.

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