What do you think of when someone mentions the name Airtel,(dont know about you) but I think of the brilliant ’Express Yourself’ ad completely done up in Black and White.

The ad starts off with an unfamiliar tune, and a scene (varies with the length of the ad) showing a couple sitting at the two ends of a sofa, and then an sms beep is heard, with a catchy caption, the scene then shifts to a little girl, praying at her bedsie at night, with another caption.
There are many more scenes with the best being of a group of people at night holding up candles, at which point, the AR Rahman composed tune suddenly bursts to life, and you know its Airtel!
There are also no big actors/ stars endorsing the product in this ad which features ’normal’ people.

The music is truly amazing and when combined with the very well shot ad, makes the effect of watching the ad very spine tingling.
The black and white shots are also well thought of and arent very dull or sombre, they fit the on screen captions very well.
In terms of brand recognition, the music itself just makes it very good, and that particular tune just brings Airtel to mind.

All in all, a very well done ad, and a good break during cricket matches when Saurav and his ’boys’ are getting trashed!