irtel recently launched Nigahein, an ad campaign aiming to make an emotional space in the minds of consumers. An extension of the "Express Yourself" campaign, this ad has been made in Hindi in order to extend the brand to all classes and segments across the country. It has been dubbed in regional languages too. Says Santosh Sood, chief operating officer, Rediffusion DY&R;, which handles the campaign: "We introduced Hindi because of its appeal to the common masses and the campaign relates to the everyday life of people." According to the company, the underlying message is, �If you feel it, say it' (Dil ki baat bata kar to dekho). "It reinforces the message of expressing oneself," says Sood.

The ad starts with a long shot of a girl in school uniform who gets off from a school bus and spots a child looking wistfully at her. The voice-over - "Nigahein nigahon se mila kar toh dekho, Naye logon sey rishta bana kar toh dekho" - comes on and the girl stops, smiles and offers the child a hand inviting her to come and play. The last cut shows both of them playing. Here the message communicates the need to express oneself beyond the boundaries of class difference. The next scene re-emphasises the same message in a different context. An old couple is sitting on a park bench while a young couple passes by. "Hasratein dil mein dabaanein sey kya haasil hoga, Apney hoth hila kar toh dekho," says the voice-over. The old man sees them, looks at his wife and takes her hand in his. They exchange a lovely smile. ... more