’’Dey Thadiyaa! Ungaalu Adla Pinnithaaruda’’(Hey!Gigantic.Your Guy has excelled in the Ad.When my friend made this statement, I was completely perplexed.On further enquiry, I found out that A.R.Rahman appeased for an TV AD, and it appeased him.I had jeard that ARR was doing a project with Airtel, in denominations of Crores.But I never thought that the project would materialise so soon.Being one of the hardcore Rehmaniacs, I rushed to my home, and switched channel after channel to catch a glimpse of the Ad.But the whole evening went in vain.The next day, when I was viewing the News, the magical Ad appeared, and what a great one it was.For the next three days, probably the whole of TN and India was switching channels for an AD, rather than because of an AD
The Ad was indeed lovely & heartwarming, located amongst the picturesque surroundings of London.The AD explains the reach of the company, and how Airtel makes things easy.ARR tries to divert the attention of a child, in an airport and accidentally hits upon a tune.He plays the tune to a composer, some miles away from the surroundings.They agree that the tune needs to be enhanced by more sounds.Rahman goes on improvising during his travel, and finally arrives at a masterpiece of music, which pleases the composer, people and the annoyed child himself.That the Ad comes after ARRs Bombay Dreams and after the Unique Internet Music Composition for the Film ’’Baba’’ is indeed ironical.
The Ad clearly illustrates the three concepts.
1.Airtel has a great reach.(As they say, 165 Countries....Some Millions of People)
2.Airtel makes things easy for Communication(Making Worldwide Communications)
3.Airtel makes every moment happen and interesting(Live Every Moment)
And if Airtel wanted to convey the three concepts, the Ad was indeed a mammoth success.And an exclusive Ringtone that set the whole city crazy was named ’’Airtel Ringtone’’. That is indeed great publicity.
Airtel could not have had a more appropriate person for the Ad.Like Airtel, ARR employs technology for the delight of the people.Forget the ransom for the Ad, ARR has done thorough justice for the Ad.Even his music would have meant a lot for the AD, but ARR elevates the Ad to a great level with his screen presence.And his acting is by far one of the best natural acting I have come across recently.AR Rahman has emerged a great competition to our cricketers in the advertising arena.
It is indeed very pleasing to see the old jingle duo of Rajeev Menon, and A.R.Rahman back in action.The two set trends in Ad Making, with their brilliant blend of perfection and class in the early 90s.Leo Coffee Ad, and Regal Ads are unforgettable.In todays era, where we get all sort of novel, unconventional Ads, the old mix (done in a new manner) like this always strikes an instant accord with your hearts.Kudos to ARR and Rajeev Menon for repeating their praiseworthy performance after a decade of seperation.
To describe this ad, it can be termed as A Good Ad, An Effective Ad, A Welcome AD.It is no surprise that Ads from Rajeev Menon have the above mentioned quality.But the bottom line is that his former mate Dileep, known now as the wizard A.R.Rahman has highly enhanced the degree of goodness, effectiveness and suitability.Wheter you live every moment of life with Airtel. I lived and loved Every moment of the Ad..