This emotional TV advertisement is designed to promote Naik Foundation, a Charitable Trust in India and its positive message of finding joy in sharing and caring. Maybe this idea sounds not so special or ambitious, but it is never out of date. And this ad demonstrates it in a very touching, original and approachable way.
The ad uses some effective rhetorical techniques. Firstly, it uses plain folks to suggest the broad influence of the foundation in society. It chooses an Indian little boy as its main character, not a well-known ambassador or the founder of the institution. He is just an ordinary boy in India who works hard to help his family and who wants to have an ice-cream like other children do. Thus, the audience can feel that Naik Foundation has a very far and deep reach in India. Besides, this echoes with the slogan in the end——“Better tomorrow”. People often say that the future of a country lies on the hands of the children. So if the children all have a bright future, then a better India is on the way. Secondly, the ad also uses “Transfer”. The positive words, images and idea are used to suggest that Naik Foundation is empowering and educating communities and enhancing the spiritual development of individuals. For example, some words like “share, care, joy” appear near the end of the ad. Thirdly, this ad makes a very good use of “Pathos” which evokes our emotional responses. The combination of natural scenes and simple rural life gives the audience a comfortable and relaxing feeling. Moreover, the smile in the little boy's face attracts a strong resonance in audience. We can deeply feel the joy of helping others.
The background music is a big bright spot of the whole ad. It is a beautiful song sang by the little boy in his mother tongue. Through the lyrics, we know about his sour but sweet life. Though poor in material life, he still feels happy because he has dreams and hope. And he can find happiness in goodness.
All these specific techniques and strategies make this ad a success and touch million peoples' hearts. Most importantly, the idea delivered in this ad is universal and human-centered which is the essence of the ad.
Video source:
https://www.youtube.com/watch?v=fA7Fw4ZGu-I