 Welcome back, now ASL has launched a new campaign for its data services, it's called Limitsis Yada, conceptualized by DDB Muthra. The core proposition in this campaign, it comes from the insight that value conscious India is stretching every PESA right now. In fact, in this campaign ASL is portraying an India that is defying limits, that's putting in focus ASL's unlimited internet offerings at 9 rupees a day. So how well is this message crafted? We're checking in with Jabeesha Charya, founder and creative head at Cut the Crap. There is a pretty neat kind of work and I quite like the way it's been put together. Although there are lots of jingly-tingly kind of ads out on the screen now, it still manages to break the clutter and it very smoothly kind of integrates to its final point and that's another plus as far as this side is concerned. The only thing is that in this category, all brands now need to have a signature style. So unfortunately, till the final frame, one always thought it's an ad for idea. It's almost like that. However, having said that once you bring it out of that context, it's full be go. It's very neat, it's sticky and it's quite sharp to that extent. Most importantly, it is this overall thought that has been kind of humorously put together and it underlines this promise of unlimited online and stuff like that. So it does its job humorously with a nice reverent kind of tone of voice. It's just that idea has always done this kind of thing and unfortunately, ASL has not been so much in the view, so much in the news and therefore, you tend to kind of, it always happens in such categories where there's a lot of advertising happening that you tend to give credit to someone else. It doesn't have too much of branding, branding comes only at the end. So that is where they need to really kind of work on. So otherwise, as a piece of creative, it's quite good.