India is well known for its inefficiency and tardiness when it comes to Public Sector companies. When telephony was privatized, companies like Airtel, Hutch and others came into the picture and did pretty well in introducing cheaper and more efficient cellphone tariffs when compared to the draconian BSNL.

However, after a couple of years, Airtel and other private companies slowly picked ion local flavours and the services they offer have turned from bad to worse. One of the worst examples of inefficiency is the fact that there is practically no solution if you happen to lose your cellphone as you would not only lose all the contacts, but you would never get them back from the service provider.

Backup as a term is hitherto unknown in India. Airtel has thus decided to cash in on this and have offered services for backing up your cellphone contacts. The promotional picture shows a situation where a traveller drops a cellphone and loses all his contacts. The contacts are all dead, lying on the floor. While the idea of implying your contacts would be good as dead if the cellphone is lost is not only in poor taste but also quite unimaginative.

Of course, services such as these are dime a dozen and they would always have a catch or “service temporarily unavailable” which seems to be the catch phrase of Indians these days. I would say, this ad reflects the poor taste of Indian ad Agencies which finds death of loved ones and your contacts funny and witty. This ad was created by Rediffusion.

Via: Ads of the World