effectiveness of advertisement
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agencies. Take the preponderance of situations, vignettes and dialogues from Hindi films in Indian ads. Thirty years after Sholay, Indian ads routinely ponder the question, ‘Kitne aadmi the?’
Sidekicks ‘Samba’ and ‘Raabert’ are invoked every week to help clarify some Unique Selling Proposition, while lovelorn Devdas and Paro have peddled everything from esoteric unction to scientifically formulated shampoo.
As veteran voice-over artist Chetan Shashital points out: “Bollywood dialogues and plots have been done to death in advertising. The answer to ‘Mere paas paisa hai, gaadi hai, bangla hai… Tumhare paas kya hai?’ is a ready fill-in-the-blank for anything from a scooter to a home loan to a life insurance policy.”
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