Airtel Hello Tunes ad: simple but deep

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Yet another Saif-Kareena starrer from Airtel. The objective is single minded – convey the simplicity of using Hello Tunes – and the creative idea of using a life-like relationship between the celebs is interesting. Sure to be popular. Was there an opportunity in exaggerating the simplicity of use – like maybe, a simple conversation leading to the tune being set? 

But there’s more to it than meets the eye. Just like an art film, the hidden messages and subliminal cues which force the viewer to subjectively make their own interpretation of the film’s message are cleverly placed right through the ad. When Kareena seeks for attention from Saif, it is a tangential reference to her shoe size and behaviour. Saif being obsessed with his Playstation is er…a statement about a man’s obsession with his gadgets. And Kareena threatening that the ‘game is over’ if he does not oblige with her request is a reminder of the plight men face in their relationships with the opposite sex. Kareena forgetting a song from her granddad’s film is a reference to the changing values of the new generation. And just like an art film, I could not lead this post into a logical conclusion.

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  1. Hello there, I really liked your take on this one, especially the observation about the song. Really deep, I just hope that was how the agency intended it.

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