Nowdays a lot is being shown about camera and video phones but even a year back it was not a preferable investment in a consumer durable. Nokia was a staple mobile phone even then but a video phone was considered atleast among upper middle class teenagers as an unnecessary luxury. This ad significantly changed that perception.
In this ad we are shown a young boy coming back home and gifting his ageing father a video camera mobile phone. The father is like any 50+ people we see around us. He is progressive but technology shy. For him it is just another phone. Arguments to the contrary by his wife and daughter do not convince him. It is then that this young man takes up this task himself.
He puts on the video and a song wafts out. It shows a video recording of himself singing out( with a guitar) a beautiful song and in intermittent moments we see pictures of the special bond between him and his dad as he grew up. The last two lines read:
Na Badla woh suraj woh rah
Na badle mere papa
It certainly is a poignent moment and brings an invoulantry lump in our throats for a moment. We are led to ponder over the special role our dads have in our life and against that, this video camera mobile phone is too insignificant a gift. Till we grow self sufficient our dads are like the shining sun, nurturing us and showing us the way. With this phone, we can atleast try to show them how much they mean to us. I do not remeber the exact words but the ad ends with this tagline:
Ab sirf yeh ek phone hi nahi
Time and again our superb admakers dish out ads which deeply grab out attention to the products. Unlike other masterpeices, this ad necessarily has to show its product all the while in its ads but this is done in a superb way. On a very gross level the choice of attractive models keeps us hooked. The dad is a very renowned TV personality. This ad was so simple that any person could connect it with his/her day to day life.
Once again an ad high on emotional content was well received and I can confidently say from my well travelled experiences that Indian ads are the best. No international ones weave a full story in 30 seconds. This international product realized that and came out with a beautiful, heart-wrenching ad. A fantastic job done, keep it up guys and gals!!