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What an IDEA! Mr. Balki

Enkayaar, Bollywood Trade News Network
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One does not know whether Balki aka R Balakrishnan was inspired by the famous song of U-2, sung by Bono, "Where the Streets have no name" when he came out with his advertisement about Idea cellular phones, but it is one Idea which seems to have clicked. Once again Abhishek Bachchan has proved that he is a very good star when he has to convey the emotions in a very short span and it is this ability which has become the catalytic factor in running this advertisement and in coming out with new versions of the same.

The advertisement has once again proved the point further that the world of advertisement and cinema are getting converted towards each other on a frequent basis both feeding on each other. For Balki after having made a revolutionary film CHEENI KUM, and to be able to come out with a copy which is earthy in its approach has also underlined the point that the theme of common man in advertisements featuring popular actors has a much longer run, and the continuous avatars of Aamir Khan in various Coca Cola advertisements for quite a long time is a monumental testimony to the same.

The idea of numbers representing the people of a village has a very subtle sociological connotation as well, and it is also a futuristic portend being floated in the air for our leaders and the policy makers to think about it. If all were to be known by the numbers, and the numbers emerge as the identity it would be able to subsume the political, social, caste and religion based differences that continue to exist in our society and have been the bane of economic growth. The setting of a typical rural milieu in the advertisement is also symptomatic about driving home the point about getting above the caste and creed differences to begin with from a rural setting which still hangs on to the vestigial linkages governed by caste and creed.

There is also one subtle hint in the air from the advertisement and it is that now Motorola which is also being endorsed by Abhishek Bachchan should enter into some kind of a tie-up with Idea Cellular Service provider to become the handset for Idea. The synergy that would evolve out of it would be an Idea worth salivation for the marketers and the brand managers for both the companies.



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