t was the latest TVC for Bajaj Avenger that set us thinking. What is it about Ladakh that sets the hearts of ad film makers racing? And within that, why is this even more true for professionals shooting TVCs for two and four-wheelers?

From the time of thememorable Maruti service station TVC in 1999, the Ladakh landscape keeps popping up in one automobile TVC or the other. Says Ali Imran, executive vice president, Leo Burnett, "It is the sheer remoteness of the place that makes it an interesting locale. And when it comes to cars or bikes, what better place to show that your vehicle can reach dizzy heights?" The notion that roads in mountainous terrain are not good also provides the perfect platform to show that the automobile can get there.... more