I was watching the latest Dhoni – Padhai in college ad for Pepsi Youngistaan (the life mein pyaas honi chahiye ad). If you haven’t seen it, you can catch it here
The only thing I liked about this ad from JWT was the nice BGM that they used. Dhoni’s presence was nice, but Sreesanth – dancing – really? Too cliched for me. There was nothing in this ad to see it beyond one time; or so I thought!
A few days later, I was watching a news item on CCN-IBN. One news item caught my eye. Apparently, a film called Vighnaharta Shri Siddhivinayak is being shot where Sachin Tendulkar was supposed to do an aarthi scene. He suddenly developed “some injury” and backed out. And lo and behold! Rajinikanth (*Th.Va.) took his place. Think of it what you will.
Then I saw the Dhoni Pepsi ad. That’s when it struck me! I have heard of subliminal messages to influence the audience, but I have never seen a subliminal message from an endorser in an ad to another person. I’m sure Dhoni managed to sneak this in without the people in JWT or Pepsi being any the wiser.
Here’s the scene where Dhoni sends out his subtle message. Ippudi Chuddu!
M.S. was obviously trying to say something. I needed to learn some body language. After googling, wiking , amazoning and snoring for many hours, I threw everything I knew aside and used the simple Indian fundamentals on which I have been raised, and which forms the very thread of the colorful lungi that binds us all Indians together. And that principle is : 1 + 1 = 1 (hell of a Page 3 story)!
Once I realized this, the faint glow behind my head told me that I had got it. I managed to decode what was being said between the Chennai Super King and Ulagam Superstar (*Th.Va.)
I can’t wait to see the next ad!
*Th.Va – Thalaiva Vazhgay – Must be written/said after everytime someone says Rajinikanth’s (Th.Va.) name.