There are very few ads that have a minimum stress on audio visuals and maximum effect. To that effect that they touch your heart. One such ad I loved is the one ad on Kargil Heroes. I wonder if anyone remembers it or not. It goes like

’’He cried when Amitabh died in a movie - just like you

He loves the smell of the sand when it rains - just like you

He is out there risking his life - just for you’’.

That ad was touching in its own way. What did it have, A picture and a few words. This said it all. I thought so far no other ad could break that effect, when I was surfing channels and came across this touching ad from Air tel. Just a visual frame in slow motion and some text that has relevance to the visual shown and the Slow paced music by A.R. Rehman the Airtel ring tone, just enough to send an impulse down your spine for a closer look on a sensational ad. What I like about any ad, is the wit, the hard hitting message, the characters etc. I don’t have to say how anyone likes an ad. You know a good ad, when you come across one.

The Message Conveyed …

Say Yes - when you are standing being witnessed for matrimony and a priest is asking you the question “Do you take this man to be a lawfully wedded husband, to love and abide through life till death do you apart?’’
(To say yes, is putting the guy in trouble through matrimony for the rest of his life. But trust me, Say yes now and it’s worth the trouble.)

Say No - To everything that you are supposed to say no to. Say no to drugs, to violence and riots. Say no to those things which may change your life for ever. Say no now that you may not regret it for the rest of your life. Because it simply not worth it

Say Something - to break that long silence after some disagreements. Say something nice to make that special person that even after your differences you still hold that special place.

Say Nothing - Because your silence says it all. The grief, the feeling of being lost, the sorrow of the departed one, Say nothing but still you are heard.

Be heard - In your prayers, one o one with almighty, you can see a little girl with complete reverence in a church. No better visual could depict such a small yet powerful message

There were many more visuals in this commercial very likely to touch you. In one brief moment, the ad has said it all. Since Airtel is a mobile service provider, which also says that its all about communicating.. This one concept of speaking and saying has a 100 percent relevance to the ad. Now, coming to the authenticity of the ad to the product, Airtel has in the past come a long way and still there is a longer way to go.

What I liked..

1. It has a form of Public Service Message.. Especially the part that has Say No

2. The ad doesn’t boast about the base product. But yet, the message is delivered.

3. Lot of emphasis given on communication and speech, which forms our daily integral part of life.


Comments most welcome

Davie boy