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Do (ad)films take out the best performance?

By Enkayaar, Bollywood Trade News Network
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Abhishek Launches Omega's Latest Collection Picture Gallery

View Abhishek Launches Omega's Latest Collection Picture Gallery

While the jury may be out as to which has been the best film of Abhishek Bachchan, nobody would disagree that the best performance of AB junior that has been beamed till date is the Motorola advertisements on the air right now. Even in its earlier avatar the expressions that AB Junior exhibited in the advertisement was better than the roles that he was doing during those times. Aamir Khan has given scintillating performances but the jury would be out to say the rustic characters that Aamir projected in his campaign of Coca-Cola be it in the form of a rustic of the Laloo Land or the lungi clad germane Punjabi the kind of passion that he could bring into those characterizations is yet to be seen in a film.

A Shah Rukh Khan has not been able to break out of the mould of the staccato-firing deliveries that he brought into his characters, but the sunshine that he has invoked through the Santro advertisement has added an elfin charm to his persona. Even a Hrithik Roshan, in spite of having suffered an injury shoots for an advertisement as he is able to convince the public to go in for dish televisions.

View SRK at 'Health Journal' Launch  Picture Gallery

View SRK at 'Health Journal' Launch Picture Gallery

What is it that brings out the best of performances from the super stars, and it becomes the deciding factor for the stars to be roped for more such number of endorsements? The super stars of the stature of a Shah Rukh or an AB Junior, or an Aamir or an Hrithik make a success out of any number of advertisements that they feature in and sort of become synonymous with the product is owing to the schedule of the shooting of the product. One of the prominent factors that the shooting of the advertisements is a one day affair and it get packaged by the end of the day so for the stars the question of continuity from the past does not arise, and it is always very easy for the stars to slip inside the character. Films in comparison having a spread of near about a year are difficult to ensure the level of continuity in terms of performance owing to the gaps that come in the form of schedules. In the hindsight can one say that the finish that the advertisement films convey has been the catalytic factor for a subtle change in the way the films are being made, from shooting in a haphazard manner to having a start to finish schedule.

Aamir Khan Launchs New Titan watches Picture Gallery

View Aamir Khan Launchs New Titan watches Picture Gallery

Besides, the tight scripts with which the schedules of the advertisements operate, and the crisp editing to communicate the message within 19-20 seconds is what turns out to be a blessing in disguise for the actors, as also the companies that choose the stars to endorse their products. Being adept in their craft, the stars are able to convey the message of the product with the profoundest impact. This is precisely the reason, why a Coke is synonymous with Aamir, while Kuch Meetha Ho jaye, is Amitabh Bachchan. The advantage of choosing the established stars also is guided by the fact that the mortality rate of the ads is very high and it appeals across all the ages. This is precisely the reason that in the niche products for specialized audience even the selection of the super stars does not deliver, as it is inhabited by the limiting clause of categorization.

There is a flip side to it, which though is a rarity in the sense that a model on the eve of the launch through a product makes such an impact that he/she is catapulted to the dizzying heights of stardom, the example being Aishwarya Rai. The kind of impact that she made with her maiden advertisement campaign, ‘Hi I am Sanju, Sanjana’, which had Aamir Khan floored, and opened a trail blazing path of stardom for Aishwarya. Precisely, this could be the reason why Prahalad Kakkar, the director of this advertisement is one of the prominent invitees from Aishwarya's side in Abhi-Aish marriage, as the impact that "Sanju" created is still unsurpassed, and Kakkar had a definite role in it.

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