Now, I don't know whether my reaction to this ad was extreme because I come from the state. But the Kerala they are showing in this ad is completely unrecognizable to most people who have been to this beautiful state. This is perhaps a perfect example of why westernised thinking is not always very good.

For decades now, Kerala has enjoyed an unadulterated charm. Pictures, movies just need to capture this charm - without making it up :)

So what is with the make up on this ad? And the scary images - it is almost like someone said, I have to do this differently. Now anyway anyone looks at Kerala, it is beautiful. So the only way I can be different, is to make it ugly and scary. And there you have it!

The music is not hauntingly beautiful. It is just haunting without a reason. The episodes in the ad have no context or meaning. Oh - this is criminal to the state!

Just run one of the older commercials - they still work because they are honest and effortless. Not made up.