This is an ad for a Spray that relieves throat irritation.

The concept is fab, the twist of ‘weak si goli’ (a play of words on the Hindi television ad about the ‘Vicks ki goli’ – translation is ‘the Vicks lozenge’, with ‘weak si goli’ translating to a ‘weak lozenge’) is awesome but I felt that somehow the message got a little lost in the craft.

The part where the gothic opera heightens the effects of the ‘goli’ should have been Brought down a couple of notches. It creates a very potent audio burr that takes away from what comes afterwards. The punch line and the greater effectiveness of Lary Spray gets weakened. And a voice over that is indistinct further adds to this. They are saying ‘weak si goli’ so they should say it loud and clear, not half-heartedly hidden away.

This is such a lovely Effort, if only it could be tweaked a little bit. The over-dramatization of the effects of the cough lozenge brought down a few notches, the voice over made clearer and the product demo given a teeny weeny bit more space. Of course, as always, this is just my opinion and I could be totally wrong :)

I have become an Enormous fan of enormous, the ad agency that made the ad, though!