Ek soch thi... Ek Sapna tha... croons the singer in the background as a kid trying to sleep, flashes a mobile and calls up his dad who thinks its a fad to be seen with a flip-top mobile pad! How sad!!
When Dhirubhai Ambani thought about Reliance Infocomm, surely a mobile for everyone was not his prime concern, or so it seems, from the way his so-called ’’sapna’’ is being executed (pun unintended). The ad shows a father telling his son a bedtime story leaving aside his meeting with his co-workers, which seems quite absurd practically. However, the ad scores high on emotional levels and presumably, that is what the fellows at Reliance Infocomm are hoping to cash on, other than our monthly paychecks.
The song in the background serves as an emotional stinger calling upon ’India’ to ’enclose the world in their fist’ (i.e. Kar lo duniya mutthi mein!!)The ad scores amazingly low on Intelligence level as no intelligence is required to see through the game plan of the guys sitting in the J-Block at the Dhirubhai Ambani Knowledge City somewhere in New Bombay.
I am sure Mr Ambani Sr. must be twisting in his grave or in the heavens wherever he is at the moment. The service is not commendable and has left a lot of people wanting and the same is true for the ad. Practically speaking, the ad leaves a lot to be desired. The Father and the son may be a hint broad enough, but if Reliance Infocomm aims at improving its performance in terms of sales, then these ads are definitely not helping them the least.
The consumer is definitely much more intelligent than these ads make them out to be. The campaigns of rival GSM companies will sustain my statement. In any case it is the service that brings in the consumers and not the ads in such matters, so this gaffe may not prove too costly for Reliance Infocomm. But, a gaffe too many, can spell doom for the (yet) fledgling company and it could mean the story of Icarus revisited.
CONCLUSION
All in all a bad ad with an uncanny knack of making the ’’bestest’’ dad mad with his lad for dropping the wad and letting the public go, ’’EGAD!!’’