he striking thing about the new Nokia CDMA commercial is the kitschy look and feel of the sets. The jingle takes you to the galli-mohallas of a Lucknow shayari-qawwali club, complete with the rusty harmonium tones. As the male VO anoints 'Praveen Bhai PW Pocketwala' as the new emperor of fashion and clothing, one can almost hear the paan chewer's accent in his voice.

Hordes of clamouring crowds line up outside a smiling Praveen Bhai's shop, the interiors of which reveal an assembly line workshop, with several workers busy making plastic pockets. The jingle lauds Praveen Bhai for having established a flourishing business in manufacturing transparent pockets. Praveen Bhai gains international recognition (in magazines of repute, such as 'Dime') all as the jingle chants "dikhanewali cheez hai" in a qawwali-esque fashion. The VO then credits the secret of Praveen Bhai's success in the transparent pocket business to his insight - which people want to show off a good looking possession. The commercial signs off with shots of the two new CDMA phones from Nokia, which the VO insists are worth showing off. ... more