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.

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.