Know What 'Dishoom' Means? Congratulations! You're the Target Audience

rebtelbollywoodad.jpg

Hoping to target a multicolored crowd that's "losing touch with antiquated [...] ethnic messages," calling card company Rebtel partnered with Monsoon Media, creators of the decidedly-ethnic web comic strip Doubtsourcing.

At left is one component of what Monsoon came up with. Inspired by old-school Bollywood print ads, it features Rebtel CEO Hjalmar Winbladh surrounded by multi-ethnic folk on cell phones. And an Asian dude with a gun. (A more direct and permanent form of communication, I guess.)

"Great service, dazzling features and super cheap rates! Rebtel CEO Hjalmar Winbladh is looking to dishoom ripoff calling plans!" the ad beams brightly.

At first I thought I read that wrong, but the pressie says "dishoom" is the sound a Bollywood hero makes when punching a bad guy. Well then, all right.

Future iterations of the campaign include a web component, some sort of tongue twister, and a third ad where a forlorn mother guilt-trips viewers into calling neglected relatives.

by Angela Natividad    Sep-23-08   Click to Comment   
Topic: Brands, Campaigns, Magazine, Poster, Promotions   

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