The future is bright. The past was orange!. Review on AirTel 'Express Yourself ' commercial

The commercial:

A bride gazes lovingly at her groom with tears welling up in her eyes…

'Say yes.'

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Shot of a burning city with rioters charging ahead menacingly…

'Say no.'

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A wall of silence looms between a couple as they sit turned away from each other after a fight…

'Say something.'

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Flowers in hand, a man stands beside a grave and watches it silently…

'Say nothing.'

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The camera focuses on Sachin as he acknowledges the adulation from an admiring crowd…

'Inspire.'

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Sitting in a restaurant three young women whisper and giggle at their shared secret…

'Conspire.'

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Seated on a bench by the seashore a boy confides in an old man…

'Confess'

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A football match comes to a standstill as two players plead their case with the referee…

'Negotiate.'

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Pair of hands become the means of communication…

'Speak up.'

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A group of protesters raise candles in a silent protest…

'Speak out.'

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A little heart sends out an earnest prayer…

'Be heard.'

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Airtel… Express Yourself!

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The orange has been squeezed. This commercial done by Airtel is a straight lift from an Orange ad done in Thailand!!! These guys try so hard to rise to the level of Orange advertising!

It is very easy for people to say that the ad has been copied from Orange or any other campaign. The point is that those were not the first time a montage of shots with supers were used. What needs to be seen is the context in which it is made. This ad has something for everyone in it. With this ad, the creative team has elevated the brand from just a player in the telecom sector to a leader where it is urging the user to speak up freely using real life issues as examples. Considering the crap we were subjected to in the recent past, there is no doubt that Airtel now has come of age with mature advertising. Yup the commercial is too mushy and sentimental. And what's all this got to do with a telephone or a service like Airtel. Assuming the ad wants to touch some chords - yeah ok. Emotions, moments etc. all fine but the music - oohhh terrrible! Sounds so, so, so gloomy. Why?

I can replace the end with a Nokia, an Erricson a BPL or even a beer or whisky and the ad will still work. That tells me that what we have is not unique and not good enough!

Well but this commercial is definitely better than the previous efforts of Airtel’s. Remember the one with the modern Duryodhan dragging Drawpadi in a modern day setting of Mahabharat. The concept being that with a single sms you can reach 5 people! (Wish I could do that… 1 sms to 5 boyfriends… “I miss u” …problem solved… no one complains) Or the one where a music band plays at a marriage, I don’t even remember what was in the ad! I didn’t quite like the A.R.Rehman commercial too… the music was catchy that’s it.

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I guess all u ppl jus luv this ad ... so do tell me wat u guys think! comment!!!