A new ad to make the rounds on television shows a group of young boys on dry arid terrain, enjoying an uninhibited game of cricket.
The voice over tells you that they may not have a coin to toss(they toss a Coke bottle top instead) sport footwear, etc. etc., but that this is enjoyment of the game of cricket for the sheer pleasure of playing cricket.
The visuals are captivating, the children featured even more so. Smiling faces of your average boy on the street, obviously the poor and the ‘underprivileged’. The visuals are in sepia.
Cut. The shot moves to Sachin wearing bright colours of the brand, new hairstyle and all, guzzling down a bottle of Coke, which the aforementioned boys of course, cannot even afford, thanks to their lack of even a coin to toss.
Insensitive? Yes. Lack of empathy. Yes, yes.
My pleasure in the visuals of the boys playing cricket has been completely wiped out. What a waste of a good idea.
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