J Walter Thompson India uses people power to get this plane back in the air for Tata Gluco Plus

J Walter Thompson India has created a musical satire on the future of air travel in India that is powered by an instant energy drink.

In India hundreds of Buses, Trains, Trucks and Cars break down often in small towns and the passengers get off or bystanders push the vehicle for the driver to trip the gears and self start the vehicle. J Walter Thompson used this common every day experience and added a mad instant energy twist.

What if an airplane or passenger airbus were to replace the buses on ground as the new mode of public transport in the near future ? And what if an energy drink were to save the day, by boosting the energy levels of the push starters to push an airplane and start it. Blame it on the InstaEnergy drink from Tata Gluco Plus.

VIEW THE SPOT

In this spot an airplane lands in the middle of a playground in small town India and runs out of energy. The driver turns the ignition but the engine stutters and does not start. The standing and sitting passengers refuse to budge. The conductor whistles out to the teenagers who were playing cricket earlier and offers them cool drinks, if they push the plane. Instantly, we see the boys bursting with energy, as they push the plane together and their instant energy is transferred onto the plane. The driver trips the gear and the plane starts and takes off as the boys cheer with their brand new energy boosters. We see the wheel of energy made by Tata Gluco Plus energy drinks.

The sound in the commercial is engineered to shift gears into higher energy levels along with the introduction of the instant energy drink and accelerating post the push start of the airplane, bringing alive the idea of instant energy instantly. The track is from a popular eighties television serial called The Malgudi Days. The new track is a re-energised adaptation of the original by the son of the original music director.