 Welcome back now telecom service provider idea has had a series of widely popular ad campaigns You remember what an idea surgery punchline then they had this IIM campaign as well And now they're back with a new easy share campaign riding on the broader theme of India share Karega India care Karega It suggests the sharing the internet with those in need and the uninitiated to break this down for us We have a Jagdish Acharya. He's founder and creative head at cut the crap. We love that name He's telling us what he makes of this campaign by idea Yeah, I'm coming a cub or a chaka. I'm coming a cub come on a cat or a tiny but a chaka. I'm talking to a Idea. I think full marks to them for bringing out a differentiated Offering a differentiated benefit, which may be fairly simple. It may be fairly Easily replicatable by others, but at the end of the day, they were the first ones to come and it looks fairly handy and you know Very useful Ram. Yes, madam. I think it's a key science project. You know I So so that's first I guess they cover been half the battle right there itself Now in terms of creative execution, I think it does justice to both the idea as well as to the idea You know the idea of the story of the script as well as to the brand because idea has always been about Relatability about masses about India as such and the same saga has been carried on in this new commercial I like the way it's been stitched together. So it's a montage and in one touch there are two golden rules each of the episodes Must work in Independently of the other and it must not it must end on a high, you know, it shouldn't be like flat and it does Get a kick in the right box for both the factors. So it's It's been done. Well the montage the acting the casting and those kind of things have been done AB negative Internet If you look at it a little more critically, yeah The first sequence I found it to be a little cheesy because the plot itself, you know, it's like a little Jabardasti the guy reacting of a headline of a newspaper and things like that But then that is the reason for the end piece. You know, that is how it has ended You know when the lady says that it's not money, but it is the idea So like a Bollywood masala film the plot could be choosy, but as long as you can land emotionally I think you're excused. So the film does His job pretty well. I would say