The riot of a commercial ends in a whimper. It’s never a good idea to leave the viewers on a low

Anil Thakraney

Killer star Sallubhai is slowly but surely finding his way back into the celeb crazy Indian ad world. Remember, he was unceremoniously dumped not so very long ago by Thums Up. That, of course, was quite apparently in reaction to the star's drunk driving in Bandra that resulted in the death of a poor bakery worker. And it made sense. How could any brand associate itself with a celeb who's been accused of such a heinous crime? So, while Salman Khan's filmi career continued like nothing had happened, his ad career was finito.

But like every one else in this country, brand managers too suffer from memory loss. And even though the bakery hit-and-run case has still to reach its conclusion, Khan is back signing hefty ad deals. Of late, I have seen the hunk in at least two commercials-Wheel detergent and Mountain Dew.  



And the latest brand to fall for Mr Dabaang's charms is an unlikely one: Rotomac Pens. I say unlikely, because one doesn't associate bhai with fine writing. It's a messy commercial. It features the young of India revolting on the streets against the government; for all sorts of issues. And the crowds turn violent, leading to the army being called in.

Then something ominous happens. Macho man Salman Khan enters the frame, and glares threateningly. And now you expect the worst, fearing he'll soon flash his AK 47. But these are ordinary people, not black bucks, so Sallubhai turns into a Gandhian with Gun, oops, Pen. And preaches to the violent youth: "Haath uthao, magar likhne ke liye". Next, the hero signs a 'Right to Information' application. And the youth in India stand reformed.

But this is Salman Khan, hard to end the commercial without some cheap laughs, right? So, he walks away with a Rotomac pen hung on the back of his shirt, like the now famous shot of his glares hanging out in the film Dabaang.

Gosh, what can one say, where does one begin? It's a laundry list of all that's gone haywire. Salman Khan for a writing pen? You won't be able to see a brand fit after downing six Patiala pegs. Next: The riot of a commercial ends in a whimper, as you are left with, 'Oh, all this drama for a bloody pen!'. It's never a good idea to leave the viewers on a low. Also, why Rotomac? I can file an RTI application with a Parker pen or a Camlin pencil, right? So the key brand proposition never gets mentioned. Ergo, there's nothing in it for Rotomac. All in all, a lot of hot air, actually.

Anyway, welcome back to the ad world, dear Salman! Easy money to finance the assorted court cases.