AIB's 'Qawwali' and TVF's 'Train Your Dad': Ad industry in India might just have hit the sweet spot

The advertising industry in India might just have hit the sweet spot between getting their message across and not boring their audience. They might perhaps have gone even one step further with getting people to deliberately watch their advertisements. All thanks to comedy.

On Thursday, Truly Madly, a matchmaking app, uploaded a video in collaboration with YouTube comedy giants, All India Bakchod.

The video, titled Creep Qawwali, showcases two all-girls teams having a qawwali-off while they discuss the boys creeping them out on Facebook and in real life. The ingenious lyrics discuss the number of ways in which random men ‘creep’ the girls out on a day-to-day-basis.

The video is so well made that one forgets that it is indeed an advertisement for an dating app, which matches you with verified profiles so you can avoid all ‘creeps’ discussed in the video.

The video comes a day after TVF Qtiyapa (the guys behind web series Pitchers), uploaded a video of their own, advertising Flipkart’s upcoming sale and their mobile app.

The six minute video, a part of a series called ‘Tech Conversations With Dad’ shows a guy explaining his dad how easy it is to use the Flipkart mobile app. Although Flipkart is mentioned every other second in the video, the hilarious conversation between the duo overshadows the fact they are trying to sell you something.

This could be a start of a new trend in the advertisement industry in India where all we see in the name of advertisement are women falling for men because of the deodorant they use. And we are all for it.