I generally like Aamir Khan ads. I enjoyed the original Aamir Samsung ads - they were slick, interesting - at least the TVCs.

This new series of samsung guru mobile ads are a little confusing. It's apparently directed by Anurag Kashyap. The 'Guru' series is obviously targeted at the lower end of the market. But the ad despite an emotional approach does not really move me. Perhaps this comes from a very cliched understanding of that segment.

We assume its the young man looking to making it big in the city. Isn't their a more real target segment that this ad should cater to? Isn't there a pure common-sensical approach, perhaps laced with humour that will resonate with this audience?

Even if you stay with the 'emotional' attempt, this is weak. So cliched. Boy gets job. Gets phone for girl. Gets phone for aging parents. Nah! I don't believe this ad demonstrates any real understanding of its audience. Add to that, Aamir. What is he doing in this commercial? What value does he add, playing the brand's picture of the audience? If a celebrity had to be used, at least leverage him for that. Make him speak to the segment as Aamir, charm them, entertain them, make them smile. This ad does none of that.

So according to me, this needs rethinking!