I could not believe this ad when I first saw it. The news of junior Bachchan's pregnancy turned out to be one of the worst handled non-news ever. And then this unbelievable ad materialised.
Besides being in extremely poor taste, the idea behind the ad seems to 1. Something that an ad person could have come up with when Doordarshan launched it's 2nd channel - very very backward 2. Built around the silly pregnancy news.
All Idea commercials started with an exaggerated idea to improve the world. And yes, this is exaggerated. But really - are they talking to the urban busybody who tries to consciously squeeze in personal time into a busy and demanding work life? Or the rural population aspiring for better lives and working hard in most cases to make ends meet? (atleast if they want to afford 3G they will need to start working hard).
If it is just a failed attempt at humour - it is in very poor taste. Not funny at all.
What is most disappointing is the commercialization of a celebrity's personal. Good for the agency that the celebrity in question is desperate enough to do this. But honestly, it does not help the brand. It does not speak to a specific audience, it does not tell you an interesting or relevant story, it does not make the product or service look better. Job done badly.