Vidya Balan in an Airtel commercial. Photo Credit: AirtelMay 12, 2008 (Sawf News) - It is ironical that Vidya Balan's fine histrionic abilities are more evident in the currently airing Airtel TV commercial than they have been in all her past films since Parineeta, with the possible exception of Bhool Bhulaiyaa.
In the commercial, both Vidya and talented south star Madhavan make their point whispering endearments and sweet nothings that have nothing to do with the product they are selling, not yelling Thoda wish karo, dish karo like a crazed maniac.
Subtlety has been a hallmark of Airtel ads, a welcome and refreshing departure from the norm of in-your-face advertisements championed by some other corporate brands.
For example, the Pepsi Youngistan ad featuring Shah Rukh Khan, Ranbir Kapoor and Deepika Padukone, requires you to be pretty much brain dead.
Madhavan in an Airtel commercial. Photo Credit: AirtelWith the Vidya-Madhavan Airtel ads, you are reluctant to let go of the soft imagery, the whisperings and the signature tune; they linger on in your mind long after the commercial break is over.
The Airtel commercial actually is a good example of the kind of TV assignments that Bollywood actors should accept - those that require them to emote, not pimp their star status. The commercial needed two powerful actors with adequate creative space. It would not have been effective with just pretty faced models.
The commercial also effectively demonstrates the effectiveness of a good script and artistic in conveying your message.
Vidya Balan in an Airtel commercial. Photo Credit: AirtelWe can't think of another Bollywood actress who would have emoted the ad better than Vidya, not even Kajol, and certainly not Preity Zinta, whose ad for the competing BSNL brand appears insipid in comparison.
As far as cosmetic brand ads featuring Deepika, Kareena Kapoor, Aishwarya Rai and Priyanka Chopra go we don't even want to go there.
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