The new AIRTEL ad really moved me. The idea that communication can dissolve boundaries between States and join people has that sort of an effect on me. Always. It gives me goosebumps.
The people behind making this ad really deserve praise. In times when everything from soap bars to sedans are marketed using the attention holding abilities of the unclad female body or star-power of film personalities, the idea of portraying a simple human story woven into the framework of an eternally relevant message is undeniably brave and positively reassuring.
The simple story where two little boys from two sides of a barbed wire fence decide to play football on what is understandably a 'no man's land' (LOC) conveys a simple message, but that which has a universal appeal. There is a certain sense of defiance in the way the two kids cross their borders to engage in a sport, ironic with a blissful disregard for human boundaries, consumed by their juvenile frivolity and characteristic innocence.
A swarm of thoughts flooded my mind on catching the ad for the first time on TV today.
It reminded me of Frost's 'Mending Wall'. It reminded me of the futility of divisions among humans. And how we all are a party to it.
I congratulate the team behind the concept of the ad. AIRTEL has been a leader in the way they market their product in a responsible manner and some of their previous advertisements bear ample testimony to that.
Here's another from their stable that touched me. Long back.
Video: Courtesy: Youtube.com
Logo: Google.com
