Following the success of its 'Har friend zaroori hai, yaar' (HFZ) brand campaign, leading telecom player Bharti Airtel Wednesday said it is launching an online campaign with 20 more such videos which viewers will have to decode using gamification.
Gamification is an infusion of gaming techniques and story telling that makes discovery content more fun and engaging.
"The company has further extended this brand idea with the launch of an all new online viral campaign at its YouTube channel," the company said in a statement.
"As part of this gamification led initiative by Airtel, everyone keen on watching these videos will need to visit Airtel's YouTube website and will then be provided interesting cues, by responding correctly to which, they will be able to unlock video levels and gradually move ahead and watch all videos," it added.
The videos are inspired by interesting friend types such as status update friend, activist friend, dhinchak friend, chipku friend or filmi friend or tags created by the online audience on Facebook during an outreach programme initiated by Airtel earlier.
"The youthful rendition of Airtel's HFZ campaign and its accompanying foot-tapping friendship anthem have resonated well with people of all age groups. Given the theme itself, focusing on the discerning online audience was a natural choice for us," said Bharat Bambawale, director, global brand, Bharti Airtel.
The videos go online on Jan 4.
The original HFZ soundtrack is now also available in fresh interpretations in 'laavni', 'bhangra', hip-hop, folk etc.