By Anil Thakraney

Surprising solution from Perk Double, and it’s fun too. They’ve taken that often used filmi line, ‘Bhaag kar shaadi karte hain’ literally, resulting in lots of masti and madness.

The brand promise is full-on energy. A young couple is not sure their folks would agree to the marriage, and so they decide to run away. But instead of fleeing to a desolate temple on a hilly terrain (as it happens in them movies), the two get married jogging on the highway. With all the shor sharaba and the rituals of a traditional shaadi, provided by fellow travellers. All because the couple gobbled down Perk Double, and is loaded with the energy for a marriage on the run.

Well, it’s crazy stuff, but a choc brand needs some of it to smash the clutter. Therefore there’s no question of logically analysing this one, you just sit back and enjoy. One thing’s for sure: Young viewers, the target market for Perk, will have a blast with this one. I’ll only add my own little concern: After all that road running, the couple’s suhaag raat ain’t gonna happen, not even if they devour a whole carton of Perk Double. A Viagra equivalent can consider a sequel to this ad.

Rating: (On a scale of 1-5): 3.5 Wacko ad, right for this category

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney