I Hate To Toe The Line-IV. Review on Airtel 'Dil ki Baat' commercial

I am not sweet. I am not always pleasant. I am not adorable. I am not taciturn. I am not diplomatic. I am not networking. I am not very loveable. But heck, I'm not a liar. Heck I'm not a storyteller. I say what I mean. I say what I want to say. I say what I feel. You might not like it. I don't concern with that. I only tell you what my heart spells out. You know what happens when I do that? People don't mind telling me the important things. And people spare of the ridiculous yack-yack, the back biting and the gossip. It keeps my head free from that unnecessary crap. And it keeps me the best storage place for information that can be used for good things.

Do you have a problem with me? Yes?

You know what it means? Let me tell you what it means. It means you speak the useless things. You speak the things that are meant for no particular good. You speak things about hurting others, harming others, pulling others down or maligning others. You are up to no good if you fear me. You are up to no good if you fear frankness. You are up to no good if you think not everything needs to be spoken. Because the things that need to be spoken are the only things that need to be known. And if you know those things, say them. Say them to all concerned. Without fear. Without shame. Without any reservations.

Now. Tell me. Do you still have a problem with me?

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Have you ever imagined the power of honest expression? It is such a beautiful simplification in life. To be known as someone who will forever speak the truth. As someone who will not hide his inner feelings. As someone who is what he is on the inside and on the outside. How passionately I hate people who say something and mean something else! And how sincerely I pity people who say things out of inhibitions to speak otherwise! I can’t live like that.

All of us live inside lies. Insignificant little lies we say to each other in the name of social norms and customs. “How are you?” someone asks. “I’m fine, you?” you answer. And you are probably in the worst possible shape just then. You say you are fine. And then you dig your nails deep in your palm’s skin in frustration. You let it well up inside you, push against you till you begin imploding. Stupid. Why don’t you say, “Not so good, but hope you’re better,” and be done with it. It’s such a stupid lie. But we speak it. It’s something of a custom.

Why do we have these nonsense templates of expression? Does it have even the slightest need?

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The ad in question spells this out perfectly—the magic of free, unhindered communication. It is at once a good piece of artistry and a profound comment on the marvels of effective, easy communication. Each little scene used in it underlines, quite clearly, the essence of communication in today’s world, as a powerful tool to overcome the gaping disparities across societies.

It starts with two little girls—one from the well-off families, the sweetest representative face of the haves, and the other a little girl from the have-nots. The interaction is splendid. It symbolizes how the haves and the have-nots can come together, speak out, hear each other out and make this place so much better to live. That they can live like equals, sharing the same pleasures, on an equal footing, and not in the perennially unstable relationship of a giver and a taker. This is a paradigm shift.

Then come the old man and woman by the garden path. It’s not just about the old man reminiscing about his youth days and romance. It’s a lot about how we can all build relationships with each other, which don’t need to weaken or subdue with time. We can all be passionately in love with each other forever. Our bonds don’t need to be weakened. Our bonds can define time, instead of having to forever adjusting to it. Imagine.

And to follow this, the scene of the deaf boy relating his happy dreams through his language of signs. If the idea is beautiful, it must be spoken. The scene suggests just that. Then let it be spoken in words, in signs or in action. And let it be from anyone. It is an idea. Not a negotiable instrument. If it is beautiful, show it, flaunt it, propagate it ferociously till its beauty brings something good for the world. Won’t it be wonderful? Think!

Then the shy boy who plucks his courage to kiss his lady love. Why do we hide our feelings? Why should we keep our thoughts concealed under layers of social norms? Heck, why should we have to be so perfectly purposeful, so horribly sophisticated? We don’t need it. We don’t need to hide our feelings. We express what we feel. We lighten our hearts. We clarify ourselves. We remain happy. Don’t we?

And it finally ends with the evergreen idea of perseverance. The little girl who tries and tries and tries till she gets her gymnastics right. This world is changing—technologically, economically, culturally and politically. The changes aren’t always the best for everyone. But we can keep trying. We can keep trying till we’ve ironed everything out and gotten rid of all bottlenecks. Why not?

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This ad is about speaking. About speaking loud and clear. About speaking everything. It’s about forgetting old norms, about throwing away traditionalist inhibitions and coming out, being brave and speaking. Of, goddammit, opening one’s mouth and saying the hell out!

It’s about why I hate to toe the line. Cool, huh?