The new Airtel ad catches attention - yes! And the first time you see it, leaves a little pang in your heart for the poor girl. But does it do anything for the brand, or sell the product to me? Not really!

That's the challenge with celebrity endorsement - using them well is not easy. The Saif-Kareena romance is in the news, and therefore is a nice peg. The story it tells is also intriguing and interesting. But ‘seeing things clearly’ is the last message I get from the ad. And buy this DTH – does not feature in my mind at all. Just good looking people and an 'oh-so-sweet' story.

With Aamir and Asin endorsing Tata Sky, SRK himself backing Dish TV, Airtel entered this segment with a bang – the launch commercial was brilliant. The message of ‘bring home entertainment’ was clear, convincing and larger-than-life, albeit expensive! But this follow up communication fails in my opinion. An ad after all is not just for entertainment value!