Remember Sagar Ballary's Bheja Fry? Remember Bharat Bhushan, our very own Vinay Pathak, singing songs to Rajat Kapoor's friend on his train journey to Pune?

Now replace that train with an aircraft, Rajat's friend with a bespectacled corporate face and the train's seats with plush pulp cushions… and now try imagining Bharat indiscriminately questioning his corporate neighbour instead of singing non-stop Hindi songs to his apathetic co-passenger. Ok! The new TVC of Halls is ready for you, ladies and gentlemen.

In this TVC, you find Bharat (and not Vinay, mind you) flying to some unknown destination. While he is in his perennially simple attire, his co-passenger is a "suited-booted" corporate who doesn't like talking much but condescends to give monosyllabic answers… only if spoken to. But he can't even do that - his sophisticated voice is gone for a toss.

To regain that vociferous voice of his, he decides to sweep the new Halls into his mouth. And as soon as he thinks of doing so, Bharat's stream of questions comes pouring in.

On being asked the would-be last question Halls kitna thanda karta hai?, the gentleman grabs Bharat by the neck and shoves his head out of the window. When pulled back to his seat, Bharat is all cool and freezing. Itna thanda karta hai, says Mr Corporate.

Review: When a TVC is produced, it's necessary that the characters possess some coherent properties of the product. The ad has chosen Bharat Bhushan to portray the qualities of new Halls Mentholyptus, and in doing so it has only strengthened its prime characteristic - "Cools throat and gives intense cooling."

Bhushan is rebuked, laughed at, ignored; but does he ever complain? Na! He always keeps his cool. And even when his head is shoved out of the window, he manages to keep that "simply idiotic" smile on his face. This truly justifies the casting.

While its competitors position themselves on breath freshness, Cadbury wanted to reposition its product as "cools throat and gives intense cooling" through this ad campaign.

Moreover, the easiest way to reach out to the viewers is humour. This TVC enthralls all with engaging humour. By cashing in on Pathak's character in Bheja Fry, Halls has successfully repositioned itself as Thandi Saans Ka Blast. Thank you, Bharat!

Agency: Contract Advertising
Running time: 40 seconds
ITV rating: * * * * *