Tata Power boards the Mumbai local trains for a new commercial, to connect with the city’s electricity consumers. Unfortunately, it’s a theme that’s been done to death and doesn’t really help to persuade household power users to shift from Reliance Power

The Tatas have been supplying power that runs the local trains in Mumbai. And it's been nearly 100 years since they began that activity. Ok, I am impressed! But then, er, what's in it for me, the aam aadmi?

To be frank, I have no idea; I can only guess. This is Tata Power's way of running its corporate campaign. They have decided to put their flagship activity-that of supplying power to the local railways-to leave the rest of us household electricity consumers awestruck. And switch to Tata Power, immediately.

To achieve that objective, they have released a new commercial that attempts to tug at your heart strings. It's called 'Mumbai ki lifeline'. And the ad features an uncle who boards the same 8.30am suburban train each day. And he's been doing that for over two decades.

The commercial is all about the special bond he shares with his co-passengers, who board the same train and the same bogie. Their special characteristics, their expert comments on current affairs, the joint celebrations with rasgollas, sharing stock market tips, jokes, forecasts, etc, etc. And the connection? Mumbai's lifeline is the local train. And the local train's lifeline is Tata Power.

Ummm, am not really impressed-for both creative and strategic reasons. As for the commercial itself, while the idea is no doubt very Mumbai, this whole concept of Mumbaikars bonding on a local train has been done to death, in movies and TV soaps. It's kinda getting tiring now. In fact, for me, the setting has strong negative connotations.

When I used to travel by the locals some years ago, I noticed such gangs would operate like the mafia. They'd reserve seats for each other using their soiled hankies, and create huge commotion inside the bogie, much to the annoyance of other hapless passengers. So apart from the feeling of déjà vu, the idea may actually put some people off. And even the situations depicted are packed with clichés. Stock tips, marriages, jokes, blah blah… At the very least some effort ought to have been made to cut the stereotypes and come up with surprising stories.

On another front, I am quite happy with Reliance for my household needs. There's never a breakdown (unlike Tata Power, which claims a kite tripped their lines and resulted in a massive power shut down in SoBo recently!). And their billing is pretty accurate. So the Tatas may be running the local trains. Good for them. But I have no reason to switch.

Simply put: Totally ineffective communication. — Anil Thakraney