Amir and his friends are late for their movie. None of them want to miss out on any of the "good" scenes that belong to the latest release...more precisely the "bikini" scenes of their "favorite film".

However, the doors to the cinema hall, staring across the road through the long political rallies at the desperate movie goers, only seem to be a struggle uphill.

How can they miss on any of the scenes? Something needs to be done. Everyone is stressed except Amir. He takes a Parle Monaco bite, reassures his friends, and suddenly starts to call at the crowd to make space for him and his gang. Why? Because he is carrying a huge "7x4 imaginary sheet of glass" boss!!! If it breaks and hurts someone, who is to be blamed?

Well, Amir and gang cross the street carrying that potentially huge sheet of "glass", fling the "imagination" at the crowd and walk through the "uphill entrance" with a mouth full of laughter.

Review: When Monaco was launched in 1939, the baseline was Crisp light Monaco for lighter moments. Hence the concentration was wholly upon its physical attributes...light and crispy.

However in 2003-04 the positioning of Monaco was elevated from physical to metaphorical. The line Tension kyon leneka, Monaco khaneka said it all.

In 2005, the brand was put on a completely different platform wherein it spoke about making life interesting by finding humour in the most mundane activities. The line Life Namkeen Banaiye was well received by the target audience.

Now, Parle Monaco has come up with a brand new objective- to re-launch in a manner that it connects with people at large; to give it an endearing feeling with a touch of humour. And Ad Pick must say that the strategy has come out absolutely victorious once again.

Through this new TVC, Monaco has brilliantly shifted its focus and positioning from the product to the consumer. The consumer is now empowered to make anything "light".

The product is a mere endorser of this philosophy, which is a way of life. The ad revolves around humour and pranks...and this is what reaches out to the consumers best. The humour is subtle and intelligent. And Aamir!!! Well its this surprise element that separates fun moments from frivolous antics of people who have nothing to do at all.

Come on you all you dull guys!!!...get that "hearty laugh" while munching on some Monaco "light".

Agency: Everest Brand Solutions
Running time: 46 seconds
ITV rating: * * * * *