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Reviewers: Raghu Bhat and Manish Bhatt

Raghu Bhat and Manish Bhatt are founder-directors of Scarecrow Communication Ltd, which handles brands such as Danone Narang Beverages, ITC and Reliance Mutual Fund.


The new ad for Idea Cellular Ltd by Lowe Lintas shows a taxi driver looking at a phone he finds in the back seat and opening it up to pull out the SIM card. The noise of the horn and the beam of the headlights of a car coming towards him from the opposite direction jars him and his conscience takes over. He puts the SIM card back, receives the phone owner’s call and tells her to meet him at a point to return her phone. He then goes home to celebrate Diwali with his family after having won over his inner demon. Tag line: Apne andar ke raavan ko jalana achha idea hai (Burning the inner demon is a good idea).

What did you think of the ad?

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Raghu Bhat and Manish Bhatt

What is your favourite ad this season?

There have been several interesting Diwali ads but my favourite is incidentally, an ad done by Idea itself. This one stands out for the originality and freshness of the thought. It featured a Muslim husband looking longingly at a watch. On seeing the 50% price off for Diwali, he buys it, hugs the shopkeeper and then gifts it to his wife. The tag line: Dharm jo bhi ho, har tyohaar manana acha idea hai (No matter what religion, it’s a good idea to celebrate all festivals).

As told to Gouri Shah.

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