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From Youngistan to Treasure Hunt: Ranbir Kapoor stamps his authority as numero uno Ad boy

March 31, 2010 03:53:13 PM IST
Enkayaar, Bollywood Trade News Network
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The critics of the advertisement were not happy with the advertisement, 'Youngistan ka vow' in which Ranbir Kapoor was shown devising indigenous ways to drink Pepsi. They termed it as a dry commercial, but critics are damned, the ad has caught on like wild fire and as a follow up to it one of the costliest advertisements ever produced in Indian advertisement history is going to be aired by Pepsi. An amount of Rs. 35 crore has been spent on an advertisement in which quite a few commercial films could have been released, but in the game for eyeballs that cares?

For a change, in the new Pepsi commercial it is Sanjay Dutt who makes his debut in a cola advertisement for the first time, and his choice seems to be guided by the role that he played in LUCK, of being the master manipulator, taking people to blind alleys so that he could catch eyeballs and the advertisers make money. The new Pepsi commercial seems to draw its inspiration from LUCK as the audience is being involved in the advertisement. One person from the audience would provide the successful clue to Ranbir Kapoor to unravel the Rubicon, and he would be rewarded with prize for fitting in one part in the jigsaw puzzle.

Thanks to Big Boss, for the first time Vindoo also appears in the same commercial and he plays the role of the assistant to Sanjay Dutt. One thing is still unsure in the whole concept. It refers to the attire and the getup that has been given to Sanjay Dutt; he appears to be grotesque and ballooned up. Whether his fans would like this form of Sanjay Dutt in an advertisement campaign is a million dollar question.

For Ranbir Kapoor it indeed is a monumental achievement, as he becomes the first star along with Sanjay Dutt to appear in a commercial that has been made at a cost of Rs. 35 crores. The only issue that could become fallout of this advertisement would be whether Ranbir Kapoor gets the same valuation if he appears in a different advertisement. It can however be placed in the context. It is the IPL that is the catalytic factor for making such an ad and release it in parts so that the audience is glued on to it. Whatever it be, Ranbir Kapoor indeed rocks.

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