Vivek is used to target the rocking teenagers, but it seems to be targeting American teenagers not Indian, I can’t believe Indians will ever appreciate the dress or the style nor the colours of his costume can draw Indian. Certainly this ad wont induce me or Indian to drink more coco cola, I remember what made Thumbs Up so popular in its days, their ad of Taste the Thunder was quiet right for Indian Viewers, we are not Loud for sensibilities sake.
We are subtle, anything in India became famous and attractive has always been because of the merit of the art in it, we are not star eyed people, who dont Distinguish between clone and real, we are sober by nature, dont get carried away with the pop and the hoopla, all this is not addressed in this add , compared to this ad, I rate the ad of Close Up : AAp close up kyon nahi kartay, catching its comic though but convey the message more deliberately and the message in retained in the mind even after switching off the T.V.
Copying USA, West and all such stuff and reached a maturity in India, new Indian is wanting to integrate with the world and retain his own identity as well, this is the message India is giving in its consumption, its tastes , its images etc.,