Loop mobile: Looped me in!

I remember watching this Loop mobile commercial on the 70 mm screen amidst a movie interval. And I distinctly recall thinking to myself, 'If this is a movie, I HAVE to watch it!' So engrossing and fascinating is this 90 second commercial that I really don't mind watching it repeatedly to absorb the finer nuances. Like they say, God is in the details!

A montage of a guy who seemingly arrives at a train station of Mumbai for the first time, is surprised by the energy that the city possesses even past midnight. The cacophony of ambient sounds, the alternating between the city's stillness and the activity enraptures you to believe the city buzzes vigorously with every passing second. Conceptualized by TBWA India, the TVC tries to draw a parallel to the non-stop nature of Mumbai and the non stop network of Loop mobile. Previously known as BPL mobile, the campaign was initially initiated in Dec'11 in cinema theatres alone and the TV campaign started mid-January. Honestly, to watch an eclectic cinematic piece like this one, only a theatre can do justice!

What I like: The choice of elements used to depict the get-up-and-go attitude of Mumbai - the spraying of Ganesh idol, the tv at the station blurting 'bhagwan tumhari raksha kare', the guy at the platform weight machine, the night painting of the zebra crossing, the steaming of the hot tava, the night market salesman flapping the chappals at this innocent guy, the chai....I could literally go on! This commercial truely encompasses the spirit of Mumbai. Of course the icing on the cake is the taxi driver's taxi comes alive with the typical dhinchaak lights in a matter of seconds as the grand finale. The new man is enamoured and so am I!

Wondering: I dont remember Loop mobile's any previous campaigns being as distinct as this. So I hope their network is really as 'nonstop' as it claims because this TVC is definitely going to get Loop and the 'loop'holes (if any) positively noticed!

The perfect sound design needs a special mention. Executed brilliantly by not dwarfing the elements in yet another 'sentimental' jingle but letting the elements speak their own sound. Reality, at times, is more striking than we realize.

Coca cola's 'happier tomorrow'!

Love has more hits than fear

While some believe we are nearing the end

There are 50,00,000 people sending New Year wishes

While some fight over petty issues

Milions share a coca cola everyday

If the latest Coca Cola campaign does not give you goosebumps, then I dont know what will. When the whole world is contemplating whether 2012 is really the end of the world, it is indeed a very fresh approach to have kids singing 'umeedonwali dhoop, sunshine wali asha'.


Conceptualised by the creative team of McCann Delhi led by Prasoon Joshi, the heart warming lyrics of the song have been penned by him. Directed by Kaushik Sarkar (Apostrophe films) with music by Shantanu Moitra, what really moves you though is the factual (hopefully) information that the ad throws at you in every frame. From talking about the environment to the illiteracy, it makes you feel that the world is probably not going to the dogs and as long as some people think and care, there will always be hope. I feel that I might have read these lines in an email or a bb forward, but nevertheless, the execution of the entire idea with smiling and innocent kids does get the message across.


What I love: No fancy locations, no stars, no hi-tech effects, just simple guitar, simple songs and kids just as kids are. What's not to like!


Wondering: It is quite a risk to have a heavy lyrically penned hindi jingle clashing with english factual lines being bombarded simultaneously. The effect of the same visual facts on an instrumental background might have been more hard-hitting, but then it runs another risk of being all serious & totally losing its fun and casual element. So the risk taken here was quite an unconventional one that makes it a visual and an audio treat for that entire one minute.


It may not really inspire me to pick up a coke but it definitely makes me want to be a happier and hopeful person!