Cricket Ka Karmayudh has begun, folks. "Which side are you on?"

With the high-decibel DLF Indian Premier League (IPL) fast tumbling down upon us, this is the one pivotal question to which everyone wants to find an answer, and so does O&M's new TVC.

Well, do you want any of your teeth uprooted? Ok!! Maybe you want to undergo some root canal treatment. Wait!! Do not visit any dentist before the IPL fever gets over.

You might just be stepping into the most unexpected danger zone dear friend.

Why? Well, to get an answer to this, you need to watch O&M's new TVC. It delivers an answer to all those who do not want go toothless only because they are obsessed with cricket.

In the new ad, during a regular checkup session with his patient, a doctor discovers that the patient supports an opposing team. And alas! by a strange coincidence, the procedure of that day turns out to be more painful than it usually is.

The doctor, instead of pulling out just one tooth, plans to pull now at least five. And why not!! Revenge is the only answer to any form of rivalry you see.

Review: The DLF IPL team rivalry does not limit itself to the IPL teams alone anymore. The battle at this moment has translated into everyday situations. This is what O&M's new ad is all about.

The characters in the ad are not celebrities. They belong to the common mass. Hence, the feel of rivalry that the ad carries is also very real in essence.

Ad Pick believes that nothing could have exemplified the DLF IPL team rivalry better than O&M's latest TVC - "Which side are you on?"

The whole intention behind producing any TVC for a particular product or company is to establish that company/product as a brand. Also, the perennial goal of any ad is to reach out to the target audience and deliver the idea to them just in time.

O&M's new IPL ad does it all. Not only does the hypnotic ad establish DLF IPL as a "brand new brand," but it also is able to deliver the idea behind the IPL fever just in time.

O&M wants to project only one belief... DFL IPL is the next big thing to contest for.

And Ad Pick has only one thing to say: It's absolutely convincing.

However, one pinch of warning to the viewers: please do not reveal the name of the DLF IPL team you love when you are visiting the dentist.

Agency: Ogilvy & Mather
Running time: 25 seconds
ITV rating: * * * * *