These commercials leave you cold. The entire treatment is antiseptic, contrived and artificial

Airtel, for its 3G service, has a new proposition: ‘Dil jo chaahe paas laaye’. Which means you live in real time, and never let go of all that you desire. There are two commercials on air to bring out this rather heady concept. There’s also the new Airtel logo which looks so dull, wonder what was the need to change the old one. Anyway, I am no logo expert so will leave that for those who are to judge. Let’s discuss the ads.

In one commercial, a young couple isn’t able to say goodbye to each other. Each time they separate, they are seen back together again, instantly. So they keep reuniting at cafes, streets, escalators, cabs, underground trains. The brand message: Always stay connected. The second one features a street break-dancer. A girl walking past gets fascinated by his moves, and gets glued to the street. But when she decides to move on, the dancer follows her around, and continues to perform for her, exclusively. So, entertainment all the time.

(Personally, I would be alarmed if street break-dancers follow me around… mugging could be the next deadly move)!

Fine, point of instant connectivity made. Just three observations. One, I don’t see any new promise out here. In fact, the ads remind me of the Vodafone pug, who follows the master wherever he/she goes. The only difference: The pug was a far more original and an endearing device to deliver the message. Two, what is the point of using foreigners? What has the totally home-grown Airtel got to do with firangs? If the firangs have been used to project a premium image, then that is a sad statement on the way the Airtel suits perceive premium. If to them gori chamdi equates up market, then some serious soul-searching is called for out here.

Thirdly, even if we ignore the Vodafone similarity, even if we ignore the reverse racism undertones, the commercials don’t work for me. Because they are devoid of any emotion, the only factor this particular treatment hinges on. The commercials leave you cold. The entire treatment is antiseptic, contrived and artificial. And the one person I would blame for this is the film’s director. He/she obviously has no idea how to bring out natural emotions in filmmaking. And should be blacklisted from this genre.

Net-net: Not original, not tasteful, not warm. Okay, money down the drain, but no matter. Airtel is a loaded company. And can experiment again. Only one suggestion: Hey, we desis aren’t an inferior race! Try us! — Anil Thakraney