e might love our Keats or Shelley or Wordsworth, but the truth is (although we might not admit it) most of us would put it aside the moment a particular radio station airs the most inane shayari (poetry). And though it will never be a piece of literature, we really don�t mind the daft shers (poem) our friends insist on sending us on our mobile phones. There�s something about the mindlessness that draws us. No wonder then that the new commercial for Perfetti Van Melle�s Alpenliebe Lollipop uses the appeal of inanities and of sher-o-shayari to lure audiences.

The �shayari� ad follows the five commercials featuring the lollipop vendor in the multi-crore Lagey Raho series. The creative team on the ad comprises Abhijit Avasthi and Jignesh Maniar of Ogilvy & Mather, Mumbai. The director is Prashant Issar and the production house is Corcoise Films. More than the idea, it is the execution that does the trick. ... more