t a time when worship and devotion have taken a backseat with the younger generation, a new record label hopes to reignite interest in devotional music. YBR Records, a new label from Super Cassette Industries (of T-Series fame), has come up with TVCs for three of its records - MahaMrityunjaya Mantra, Gayatri Mantra, and Shree Hanuman Chalisa - in its devotional repertoire.

The TVC for Gayatri Mantra is shot in a hospital, where a ward-boy is telling a nurse that "Ward No. 4 wali bai ka time lagta hai aa gaya hai" and all "pooja paath" is futile. A little girl, who too is a patient in the hospital, overhears this. She goes to the ailing old woman's ward and plays the record of Gayatri Mantra for her. The next shot shows the surprised ward-boy, "Chaar number waali toh theek ho gayi... kaise ho gaya yeh?" The little girl has the answer to that. "Pooja se," she says. ... more