About Airtel's new ad promoting it's broadband service, I think it is wrong to glorify "impatience" amongst youth.
Impatience like violence is a vice and rarely leads to anything constructive.
The creators of this ad are right about the observation that today's youth have a greater drive to achieve but they are wrong in assuming that it is 'impatience' that is giving them this drive.
It is not impatience that drives today's youth to achieve more. It is increased opportunity and increased consumerism. Youth today dare to set high goals because they know they can't be stopped. The youth of today has more opportunity and a wider platform (interestingly, facilitated by the Internet) than I had just 10 years ago. Today's youth is a slave to consumerism and are prepared to work for it.
Impatience causes people to honk persistently when stuck in a traffic jam. Impatience causes you to quit your job every 9 months. Impatience makes you avoid exercise and resort to those flab reducing belts instead. Impatience makes you thrive on fast food and instant noodles. impatience makes you want to study only those sections that are important for the exam and ignore the rest. Impatient people over-speed and jump the signal.
In these times especially one needs to nurture the virtue of patience.
I can see the logic behind a broadband company glorifying impatience as it means that they respect your impatience and hence will deliver high speed Internet. That's one way to look at it.
Interesting concept from the brand's point of view. But disapproved of from a social point of view.
More importantly, this ad errs in portraying "impatience" like it is a modern day attitude.
Whereas impatience has been the wont of youth since time immemorial.
There's even an age-old Chinese proverb on impatience:
"you can't help shoots grow by puling them higher"
I will be convinced otherwise the day I meet a successful man or woman who tells me that the force behind his/her success was his/her impatience,
Until then, it's thumbs down for making "impatient" sound like it is a good attitude to have.
Meanwhile their 360 degree campaign which simply plays on the words "can't wait" is a harmless fun and relevant way to connect to the youth. Thumbs up to that.
It's like translating "yeh dil maange more" to "greed is the new way of life" and then glorifying "the greedy ones". Wouldn't sound right right?