Is Khali's new Ambuja Cement ad Bobby Pawar's 'Happydent' moment?

New ad could be India's hope at next year's awards season
Is Khali's new Ambuja Cement ad Bobby Pawar's 'Happydent' moment?There's a new Ambuja Cement commercial doing the rounds of the internet since morning, and it features The Great Khali. And once you've seen the ad, you might just wonder why no one has made this most obvious connect in the world, before. Maybe Epuron's 'Mr Wind' film comes a tad close in terms of the idea, but it'd be cruel to say this ad is 'inspired'; the insight is just that simple.

Watch the ad here:

The tongue-in-cheek film, created by Publicis, opens to Khali in an 'interview' with the audience. He explains how his strength was always a problem, despite being something he owes his world recognition to. A simple game of blind man's buff ends up in him walking through a wall, a simple dance move ends up in him going through the floor, the ceiling ends up breaking over his mother's head as she cooks, covering her in get the drift. Finally, he builds a house made of Ambuja Cement, understanding the 'joy of being at home'.

The ad is funny, clever, simple, spot on and has something that most ads don't - repeat viewing potential. Expect paeans about this ad for the next week or two; for too long we have been deprived of an ad that is delightful and almost perfect. And perhaps other brands should watch this ad and copiously take notes on how to rope in a celebrity and play to his strengths for their communication (in this case, quite literally).

We're hoping this ad is a reprise of 2007, where Happydent almost won all the sweepstakes (sadly no Grand Prix at Cannes Lions, though). Although the fact that the next ad to raise the bar took five years is a tad disappointing, but better late than not at all, eh? Take a bow Bobby Pawar, Partha Sinha and team, we might have something to look forward to next awards season (hint: a Grand Prix).


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