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Karthik 🇮🇳
@beastoftraal
I don't recall seeing this particular ad from Idea, back in the early 2000s. While I do remember this famous tune being an integral part of Idea Telecom (back then) advertising, this particular ad seems to have escaped my attention. The creative device is really, really 1/6
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Karthik 🇮🇳
@beastoftraal
2/6 interesting and clever - of course, this was meant for the early 2000s when India was just discovering mobile telephony. What was the promise of mobile telephony? That we can talk to people anywhere and everywhere, untethered by fixed telephone connections. So, how best to
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Karthik 🇮🇳
@beastoftraal
3/6 depict the promise when the communication is by a telecom network (invisible) and not a phone brand (visible)? This Idea ad, by Lowe Lintas, nails the story beautifully! You do not see any devices (mobile phones) at all. All you see are people talking whimsically to no
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Karthik 🇮🇳
@beastoftraal
4/6 one in particular! That's quite literally how we handle mobile telephony now, particularly when you add true wireless earbuds to the mix :) And observe the beautiful nuance of starting the ad with a couple arguing face-to-face, then moving away from each other but all
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Karthik 🇮🇳
@beastoftraal
5/6 the while continuing to argue even when in 2 different places... to another couple, most probably talking about where the other one is (for directions) and finding each other finally and only then talking face-to-face! The ending is a smooth inversion of the opening scene!
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Karthik 🇮🇳
@beastoftraal
6/6 Of course, the music used in the ad is the stuff of legends. Composed originally in 1983 by Ilayaraja, for Mani Ratnam's debut film, Pallavi Anupallavi (Kannada - bit.ly/naguvaoriginal), starring Anil Kapoor, the tune was reused by Balki because he is an Ilayaraja superfan!
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Naguva Nayana Madhura Mouna | Pallavi Anupallavi | Anil Kapoor |...
Watch Naguva Nayana Madhura Mouna Video Song from the film Pallavi Anupallavi on Srs Media Entertainment Channel..!!!----------------------------------------...
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