A man helping to bring light to the darkness of a remote village; ever saw that in a TV commercial? Well, that was the approach we, content writers, took for the Shikhar Pan Masala advertisement.
There are too many Pan Masala Ads and all of them try to sell wealth, luxury, status, royalty. So the challenge was how to make it different and aspirational. So our creative writers jammed and came up with few lines, but the idea which attracted us a lot was “Jo Dil ki sunte hain wo Shikhar par rahte hain”. Instead of glorifying the character’s achievement, we decided to glorify his large-heartedness, his humanitarian approach and an urge inside to bring forth a change that affects thousands of lives.