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This is absolutely ridiculous advertising — ‘tired’ is a mild word to use for this effort
Okay, so have the Samsung Mobile managers evolved a bit, and dumped the over-abused Aamir Khan for their new campaign? Well, we'll soon find out! The new ads, for what they call as the 'Metro range', feature no celebrities.
They feature young dudes who help each other woo hot babes inside underground Metro trains. And no calls or texts - staying in touch through social networking - is the trick. One film has a young dude sitting inside a train. He has the hots for a regular co-passenger but is such a dodo, the chap has no idea how to go about things.
So his smarter pals, who are in touch with him on the social platform, give him guidance on how to hook the pretty thing. And of course, no prizes for guessing the tips work. Also the girl, who's a dodo as well, has been doing ditto with her pals. Well, at least you have to say Mr and Ms Dodo are a good match!
The story continues in the sequel film. Here the dodo couple is seen canoodling inside the train. And as usual, the pals teach the dumb sod the art of flirting, over the phone. But they make a fool out of him, and trick the dumbo into asking the girl for her friend's cell number. And then some of the usual clichéd high-fives follow. 'Thodi Zindagi Chakh Lo' is the thought.
Absolutely ridiculous advertising. Tired is a mild word to use for this effort. For one, social networking through Facebook and Twitter as a strategy has been done to death, so nothing fresh out here. Also, the situation of buddies bonding has been so overused, it leaves you yawning. And one more time I see the high-fives, I shall use my fives to plant a slap on the creative team. It's sooo damn yesterday.
Bottom-line: While it's good to see Samsung get rid of Aamir, and try something with real people, the idea and the execution is so pathetic, one actually misses the star. And that's saying a lot. On another note, is this campaign targeted only at the Delhi and Kolkata audiences? Because for the other metro towns, especially Mumbai, the underground rail is still a pipe dream. So as a Mumbaikar, I find zero connect with the film. Try pataoing a hot babe using your cell phone inside a Mumbai local. At best you'll get a good whiff of hers (and that of many others') smelly armpits.