Debrief: Gaur City: Chintu, tusi Noida shift ho gayeji?

13 Jun,2013

By Anil Thakraney


There’s this builder who’s been advertising on the national television network. They are building a residential complex called Gaur City in Greater Noida. Nothing wrong with that, if makers of bras and panties can sell their wares on the cover pages of dailies, why can’t a builder.


The problem is this: The Gaur guys have signed up Mr and Mrs Rishi Kapoor as brand ambassadors. And this happy, lovely couple hawks Gaur City’s apartments in the commercial, giving us their first-hand experience of living out there. Now this sends the brain into an immediate tailspin. Er, haven’t Rishi and Neetu been residents of Bandra for decades? Have they shifted to Greater Noida? When, when, when? Why, why, why? Did they have a tiff with son Ranbir? Is Rishi joining politics? Is Neetu fed up of Slumbai? Questions, questions, questions!


Yes, I am aware many advertisers use celebrities quite mindlessly. Because, in their view, this trick works in the star-obsessed India. Still, shouldn’t there be at least some thought given to credibility of the communication? Or, does this builder think the nation is teeming with morons?


Okay, if you push me really hard, I might just believe that SRK drives his junior assistant’s Santro now and then. Or that Shri Bachchan has been to Gujarat on occasion. But Rishi and Neetu selling us apartment flats for a complex being built in Uttar Pradesh? I am still reeling.


So then what next? Rajnikanth as brand ambassador for Orissa? Why not? I am ready for anything now.


Rating: (On a scale of 1-5): 0. Can I buy Rishi’s Pali Hill flat, now that he’s migrated to Noida?


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.


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