Watch: Why being Khali was not easy in this new ad

Khali, in the ad, tells us about how his biggest strength is also his biggest weakness.

The Great Khali, Indian wrestler, shares his story in a commercial by Ambuja Cement

The Indian advertising industry is turning the model stereotype on its head. Though there have been instances in the past where ad-makers have taken unusual protagonists, the trend has recently increased. And Ambuja Cement’s recent ad film with Khali, the wrestler, has hit just the right chords.

Khali, in the ad, tells us about how his biggest strength is also his biggest weakness. He narrates his life story, as to how being tall and heavyweight, the walls and floors in his house would give way.

The interesting thing about this is actually the unusual choice of Khali as the star of an ad film, which is probably the reason why it would immediately evoke emotions among viewers.

Story continues below this ad

What must be noted here is the shift in the industry where an unorthodox protagonist has been used to deliver a message, even if it is an endorsement. The ad industry seems to be making a shift away from traditionally ‘photogenic faces’ and stereotypes to more ‘real’ people and their stories.

Along with that, a series of ads like the ones by Airtel (“Har ek friend zaroori hota hai”) or ICICI Prudential (“Bande achhe hain”), including this one, indicate yet another shift towards story-based commercials, as opposed to a focused jingle on ‘selling a product’.

This 2-minute video delves a little into the life of Khali and tells a lot about the changing advertising industry

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