It is rare to have a multi-starrer TV commercial with a good story. The Airtel
Voice SMS advertisement is an exception. It is engaging because it plays off the stars’ public personas as well as real life scenarios. Saif Ali Khan and Kareena Kapoor are dating for real. So, viewers can relate to the tiff between them in the ad. And the way he makes up to her is, of course, enjoyable. The ad pays homage to Shah Rukh Khan’s famous bathtub scene in the Lux commercial. The initial shots in which Saif seems to be telling Shah Rukh that he misses him, have shades of the duo’s Kantaben capers from ‘Kal Ho Na Ho’. The ad gently builds up intrigue. In the penultimate scene, the plot thickens as you realize that Shah Rukh is
recording Saif’s voice. And the penny drops all the way down in the concluding scene when we realize the purpose for which the voice is being recorded. The feature of voice SMS plays such an integral role in the story, it does not get overshadowed despite the heavy-duty star cast. This is what takes the film beyond mere good entertainment to the realm of good advertising. The restrained performances, deft direction and excellent production values do justice to a strong script and single-minded advertising idea.