Sweet idea, well executed

Sweet idea, well executed
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First Published: Tue, Feb 23 2010. 01 15 AM IST

Malvika Mehra, Group creative director, Ogilvy and Mather
Malvika Mehra, Group creative director, Ogilvy and Mather
Updated: Tue, Feb 23 2010. 10 33 AM IST
Saw the Aman ki Asha commercial and liked it immediately. A simple thought of music being the great unifier told in a very charming manner. Liked the refreshing use of dumb charades in an unusual setting, liked the fact that someone wisely cast an old man versus a young bloke trying to act out a song.
Malvika Mehra, Group creative director, Ogilvy and Mather
Enjoyed the little hiccups in deciphering the song and the little twists till a final jubilant “Mil gaya!” (Got it!) smile emerges on the other party’s lips. Liked the fact that the song gets revealed when the radio gets turned on across the border. Overall, a sweet simple idea, greatly executed.
The only thing I would have tweaked perhaps is to change the dialogue from “Radio station ko phone lagana” to a plain, simple “Mil gaya” being passed on till the old man actually calls up the station and says what he does. Leaves you wondering a tad longer.
Might have substituted the song at the end with a song from Dilwale Dulhania Le Jayenge. Might have been more fun and real. And would have dropped the “Somewhere on the India-Pakistan border” —know that one is for the “firang” (foreign) jury, but they needn’t have worried. The Times of India, Jang and Aman ki Asha logos would have given the context clearly. Besides, this one is a clear winner. Wish I had done it.
As told to Priyanka Mehra Dayal.
priyanka.m@livemint.com
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First Published: Tue, Feb 23 2010. 01 15 AM IST