Haaaaaaah!! Wat a whiff of freshness. The latest ’towel’ commercial for Itchguard seems to rubbing off its idea on to the clutter we see on the tube. All in all, it’s a beleivable, refreshing and hightly enjoyable take on a category which is otherwise subjected to boring, clinical, often grose depiction of skin allergies. Yes! The towel film, with its simplistic, melodious, humorous approach, cuts across the score of loud, wannabe ad films that we are bombarded with. everyday (as if ekta kapoor was not enough..uff!) The Itchguard ’towel film’ chooses us to air lift us from all that dirt. And take back to the melodious 1960s - the legendary S.D. Burman era. And this is where it also gets an exteremely hummable identity - ’Hawa aane de’ waali film. Yes, if the visual of a towel acts as a strong pointer, the music of the 60s with visuals from the India of 2006, works wonders. The sepia tone treatment lends that ’itch season’ feel. Good thinking by the team. The jingle is simple, sweet and gets on the mind easily. Infact, its contagious. A catchphrase that would come up whenever we meet a ’phenku’ . Kudos to the agency and the team that worked on this. You also need clients who believe in such insightful work and ready to break the ’strategically safe glass cielings’. And all I can say for more such ommericals on TV...."aane de...aane de!"