he buzz of a bug makes a chameleon sit up, riveted with attention. The roar of a lion forewarns a herd of deer of imminent danger. Montage from a National Geographic ad? Not really. The latest ad from Videocon, for its SoundStation televisions, has an entirely new look and feel. The commercial intersperses shots of animals with those from urban life to illustrate the effect of sound. Without Shah Rukh Khan neighing in every frame.

Contrary to most other consumer durable advertising, littered with images of an overjoyed family, the Videocon ad has no characters. Apart from the images mentioned above, there are others like that of a man following the sound of a bouncing ball in a tennis match with his eyes and perhaps the most endearing images of all � a dog waiting for his master, looking up in anticipation as it hears the door opening, and that of a bunch of bat-wielding youngsters, taking off on hearing their ball crashing through someone's window. ... more