World's 1st NRI Video Talet Hunt

I came across this idea in October 2007 as the head for internet marketing in Airtel-International Calling Service.

I believe that whenever we target a niche set of audience, we should observe what binds them together. Each Niche community is sensitive about certain core and common issues and as a marketer if we understand them, recognise them and represent the niche community, half the battle is won.

NRIs also have a latent need to show and share their Indian attributes, this is one thing that binds them together in a foreign land. And I thought given the high internet penetration, high need for communication and community building, why not launch a video contest program where NRIs share their views about India and being Indian...it could be funny, it could entail any hidden talent or a story.

The second challenge that I had was how to seed this program... and how to create buzz out of it.
I thought of organising this Video Contest in a very simple fashion without too much of Airtel branding. (The moment you make these community programs branded, and splash your logos and brand colors all over-it will loose it's charm)

Hence I thought of doing it on YouTube. I thought this has great buzz value, and had the potential of getting good PR across the world.

While it took over 4 months to conceptualise, doing a test run on YouTube and convinicing the management...but it was all worth it when it went live in March (we had to use rediff ishare instead of YouTube- http://www.ithappensonlyinindia.net)

About 300 videos uploaded so far! And I feel proud because of 2 reasons on this:

1. It's the first of it's kind of a program in itself.

2. Despite Airtel not being no.1 in international calling (in terms of market share or product features)- it is ideas like these that will take Airtel closer to it's prospects and customers.


* I left Airtel in mid-Feb, and thank my team for doing the last mile finishing work. Great work Guys!