Sorry Mr. Distance!!! It seems that with Airtel hanging round the corner, your quest to separate these two beloved souls will only remain diluted.

Yes, Mahdhavan is on a tour right now, away from home…away from love. There he is, sitting on the cozy bed in his half lit hotel room making an “Airtel” call to his beloved for the ninth time.

After a long hectic day, he just wants to hear those soft “inland whispers” springing out of his beloved’s murmurs. And right now he can hear them from far only over that “friendly” handset, his sole companion away from home.

He has called her up several times already. But it seems his soul just refuses to get satiated. He calls Vidya up for the ninth time. He wants to say “goodnight”. She picks up the call only to “admirably complain” about the last eight calls that he has already made to her and the ninth call that he is currently making.

However, both ends actually seem to remain detached of all worldly worries, like being handed over a mobile bill worth thousands of rupees. But the devoted lovers are not worried anyhow. And why should they be!!! After all it cost just one rupee fifty paise for all the STD calls that Madhavan is making to Vidya, only asking him to hear her more; call her more.

Review: Well, when it comes to hitting upon the emotional quotient of the targeted audience just right, Ad Pick believes that no other TVC does it better than Airtel’s.

Through this new TVC, Airtel wanted to announce its latest one rupee fifty paise offer for all STD calls. Ad Pick believes that Airtel will definitely reach quite a happy target hit score through this TVC.

Like any other Airtel TVC, this one too successfully captures its little “ad space” in that big junk filled human grey matter. There is an immediate connection established.

Also, Rediffusion, the makers of this ad, creates a beautiful “musical relevance” with the background score. The soft touch of the guitar strings not only adds core value to the mood of the ad, but alone it carries a mesmerising effect.

Generally any ad which is made for viewing does not fit into the radio space immediately. Try listening to this ad with your eyes closed tight. No way can anybody miss upon its essence even with the world gets darkened outside.

Again, the ad is all about emotions and our basic desires. No complications, no fake talks, no false promises. It’s only about humane bonds; only about beautiful relationships.

Agency: Rediffusion DYR
Running time: 45 seconds
ITV rating: * * * * *