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Toyota Innova 'Aamir Khan' commercial Image

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100%
4.67 

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An Ode to Versatility
Oct 11, 2005 12:05 PM 8300 Views
(Updated Oct 11, 2005 01:46 PM)

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Very few actors in Bollywood possess the international standards of expertise that Aamir Khan does.


Back in Hollywood, most actors get into the skin of the character portraying subtle nuances and differentiation in type of clothes worn, hairstyle, diction, voice, make up and body language. However, in Bollywood, we are so caught up with the “Star” phenomenon, that we do not mind seeing a Shahrukh as “Shahrukh” in whichever movie he appears in (notable exceptions being Swades and Paheli). Even in the olden days, this phenomenon had caught up with our audiences as well as the stars themselves. We had the “legendary” Raaj Kumar mouthing his “Jaani” routine ad nauseum film after film. Or even a superstar like Amitabh repeating his angry young man (albeit in different circumstances) right through the 70s.


It took a dedicated actor like Aamir Khan, with a penchant for perfection, to break this mould. True, there were many other actors before him who did it – but they were more often belonging to the “Art film” genre – like Om Puri or Naseeruddin Shah. Aamir managed to carve out a niche for himself among the superstars as well as changed his persona in tune with the character he was playing.


So you had a Raj of QSQT very different from a Raghu in Dil Hai Ke Manta Nahin or a Sanju of Jo Jeeta Wohi Sikander.


Even a tapori in Munna (Rangeela) had different shades from the one in Siddhu (Ghulam).


Or for that matter, Inspector Amar doing a drag act in Baazi was different from the no-nonsense sleuth, Ajay Singh Rathod of Sarfarosh.


Even the romantic Raja of Dil was different from the one in Ishq, though they shared the same name.


And who can forget the character defining performances of Bhuvan (Lagaan) or Akash (Dil Chahta Hai).


Each one could be completely different persons!


It is precisely this characteristic of this talented actor that is sought to be celebrated in the new Toyota Innova advertisement.


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The advertisement begins with Aamir in his latest avatar – the cool dude of his forthcoming film, ''Rang de basanti chola'' – driving the latest Toyota vehicle, the Innova. The focus is on the lavish space that the car offers. So next to the driver’s seat sits Siddharth of ''Ghulam'', who spits his chewing gum out of the window. But since the windows are shut, the damn thing sticks to the pane. Siddhu sheepishly puts the gum back into his mouth.


Munna (of ''Rangeela'') who is on the back seat, starts having an argument with Siddhu and calls him “Angoothe ke dukaan”, referring to his multiple rings on fingers. Seated next to Munna is our Akash (of DCH) who asks them to shut up – then mischievously asks both of them if they are twins. Finally, we see Bhuvan (of ''Lagaan'') perched in the rear along with his cricket gear.


As the car glides along the highway, it meets a police barricade. The car is stopped by a CBI officer – none other than Ajay Singh Rathod (of ''Sarfarosh'') – who asks them where they are headed. Each Aamir has a different answer – Siddhu says “Khandala”, Munna says “Pinky Theatre”, Akash says “Goa” and so on…


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The excellence of the ad springs from the creativity (as always) and in exploiting the talents of Aamir Khan in being able to portray different characters, each with their distinct identity, appearance, voice, mannerisms and attitudes. (A similar attempt was made by Coca Cola as well in creating the Bangali babu, Manno bhabhi and other characters with Aamir – each one a viewer’s delight!)


The repartees among the characters will certainly leave a smile on your face. The background music is soothing and the dialogues are not very loud.


The commercial effectively drives home the core Innova values of “perfection, innovation, versatility and performance”. The message – about the generous space inside the vehicle – comes across quite clearly, even as you marvel at this genius called Aamir!


Catch it before it gets yanked off….


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