Well, all of us are aware of the impact of “impure water”… serious health ailments. Now, does anyone of you know the impact of “100 per cent pure water”? Well, it is nothing but serious death!!!

Don’t believe!!! Well then, all of you urgently need to watch the latest TVC on Phillips Water Purifier.

An “about to die” Mr. Thirsty is spotted from far across the sand dunes of Jaisalmer by an otherwise happy family, gleefully enjoying a vacation in the “sandy dry desert”. Realising that the man will not live even for the next few seconds if his thirst is not quenched urgently, the family offers him some water to drink, only to witness the audacity of this young and dying gentleman refusing to accept even one drop of the “elixir” into his mouth, that would only help him keep his flying soul intact to his dehydrating body.

The dying man with the water bottle before his mouth only says: “Dekho bhai, chance nahin lena chahiye, beemariyan fael rahi hai” (“Listen brother, can't take a chance, diseases are spreading everywhere”).

Now comes the most obvious question… Why!!! Well, because that little bit of “lifesaving water” for Mr. Thirsty is just not 100 per cent pure. After all it has not been purified by a Philips water purifier, a purifier that is supported by a unique feature called "Pure Protect Lock" that helps it either dispense 100 per cent pure water or no water at all.

Review: Phillips Water Purifier has always projected “happy families with a global appeal” in their earlier TVCs. However, this time it wanted to make an effective statement (to the “Indian audience” only it seems) that reaffirmed itself as a brand that stood for 100 per cent water safety. It also wanted to highlight its "Pure Protect Lock" feature. Thus Phillips chose a storyline that was more localised (maybe because a huge per cent of our population suffers from water borne diseases) and fitted it with some “black comedy”.

However, the ad, which remained a fantastic piece until its scripting stage, lost its charm completely towards its fag end. Well, the TVC is definitely a good attempt by Mudra and starts off with a good promise during the first 25 seconds on screen, but post these 25 seconds the story only tends to get “simply monotonous.” There is no charm left at all.

Also, there is somehow a forced attempt at humour, which only further aggravates the film’s humdrum.

OK!!! Ad Pick believes that the TVC was definitely a good attempt by all. However, it also believes that the final product could have been much better.

Good Luck to all.

Agency: Mudra
Production house: Flying Saucer
Running time: 40 seconds
ITV rating: * * *