Hmmm - I absolutely adore SRK! But honestly feel the advertising world has just not been able to use him well. Even brands like Nokia and Airtel - with whom there could be a strong connect from a values perspective - have not got it right.

This new commercial has a nice new twist and extends the 'emotional' quotient that Airtel has been using for some time in its brand advertising. I really like the thought - 110 million log jab saath ho, to kuch accha hi hoga. The fact that we are only good or bad with other people - thats why networks, roots are important - nice!

But I wish they had extended the thought with a demostration or initiation of something good... huge opportunity, but I think the loop isn't closed. Maybe its planned in the next round - but this ad loses its charm and relevance because it just sounds like global gyan. If they had started something good with this - the Idea walk & talk idea, or any nice, simple, social movement, strengethened by the power of 110 million. Then we would be talking! And who better than SRK to lead that movement?