A few days ago, I wrote about an advertisement by Bharti AXA that I personally thought was in very poor taste.Today, I want to focus on an ad that I want to stand up and applaud every single time I see it on television.
The ad I’m talking about is part of HDFC Life’s ‘Apno Ko Apne Dum Pe Jeena Sikhao’ campaign. It’s been conceptualised by Leo Burnett, directed by filmmaker Vikramaditya Motwane and features music composed by Hanif Shaikh.
There’s a shorter version of the ad running on television, but if you can, you must watch the entire three minute version:
The storyline, acting, background song and message — all four of these elements come beautifully together to take the audience’s breath away. There are no crass dialogues, no preachy tone, no magic or unreal conclusion. Instead, the ad takes the viewer on a journey along with the characters, conveying a father’s love + anguish + frustration + thoughtfulness + pride in just a few scenes. More importantly, the ad does not trivialise the situation the characters (and many viewers who might be watching) find themselves in. Rather, there is a clear focus on positive emotions: making multiple dreams come true (the little girl who wants to dance, and her father’s dream of making that happen), independence, determination, tenderness and the fierce strength of a familial bond.
Thank you and congratulations, HDFC Life, for getting this right in so many ways.