When I saw this ad, I was surprised it was for Airtel. Because mobile phone ads usually go for ads that show hippies prancing around or boys running around after girls and SMSing them to impress them. This was something of a huge surprise for me.

This ad is honestly very beautiful. The slow, steady, calm and somewhat melancholy tune of music, the black-and-white pictures, the faces of the people, the situations depicted... all of them have their own charm.

Really, I should say Airtell has done a very good job with this one. For ever since the concept of mobile phones was introduced, I was against it. At least, I was against it’s use as a toy rather than a tool. I mean to say, mobile phones were meant for people to be able to remain in touch and conduct business wherever they like. But mobile phones then became, from a necessity to a fashion accessory. Which I was against.

After what was made of the mobile in the past years by the college boys and girls in my neighbourhood and by advertisements on TV, it began to look like mobiles are the tools of youth- like tools of, you know, the really hedonistic, improperly westernized youth who think the word Foreign is a synonym to the word Great. (Yes well accept, half the youth of this country thinks that way somewhere in their mind though they may not accept it).

But this ad changed my mind completely. Honestly, it did. This may mean that either it’s a beautiful ad, or that I take ads too seriously. Whatever it is, this ad, in my opinion is beautiful. Because in this ad, the very idea of communication has been picked up and taken to a level where it radiates a sense of charm, a sense of melancholy beauty. It’s just as beautiful as the bride with whom this ad starts.

And that has a charm beyond compare.

You will have to accept. This ad is undoubtedly one of the best ads in the mobile phones segment. This ad makes an impression because it shows the idea of communication not as a way in which people can exchange information, but it has been shown as a way in which people can exchange their feelings.

Bravo Airtell!