What is it that drives you?

What is it that drives you to live life on your own terms; to be so passionate about that “something” which ignites your otherwise silent eyes?

Is it that noiseless but arduous obsession to be an absolute unique? Or, is it that fervent desire to be second to none?

Maybe, you are still awaiting the answer. Maybe, you already have it but are beyond all expressions, living the answer… sheltered within the womb of an intense feel.

Shah Rukh is all calm and poised, sitting in his half lit study, wondering what exactly it is that drives him to be what he is. He meditates over the thought and tries to satiate his soul with varied answers. He tries to find a clue to that “driving element” within his closed self which helps him reach his every passionate desire.

As he sits pondering over his thoughts, his musings evolve into a passionate monologue and finally he finds the answer - answer to that question which was otherwise left unattended.

And finally Khan declares the truth which states that human drive cannot be understood… it can only be felt, rather, it has to be felt. He says, "I don't know what drives me. I can't explain it, but I can feel it. When I walk under the lights, when the camera comes on, I can feel it. Every moment I live."

Review: ICICI Group Global Private Clients (GPC) wanted to reach out to all those 30+ SEC A++ successful males, having upwards of $1 million net investments with ICICI.

So it chose to launch this new commercial with brand ambassador SRK, skewed only towards those who desire to see those “millions” in their accounts. And, Ad Pick believes that ICICI has actually hit the bull’s eye.

The energy and innovation, which Khan represents coupled with his popularity, definitely makes him the ideal choice for this ad. Also, the mood that the TVC delivers is absolutely classy, like SRK…thus, talking to only those “successful” gentlemen who vouch upon their inner drive to excel.

Since this ad targets a niche market, it really does not have to worry about the universal appeal factor. And consequently, the target hit rate graph definitely rises higher.

Also, the TVC, coming from the house of DraftFCB Ulka, highly encapsulates the way in which ICICI Group GPC positions itself in the market, “demystifying an elite client's stated or unstated needs and constantly striving to fulfill them.”

Well done people. Really some “classy” work there. Congratulations DraftFCB Ulka!!!

Agency: DraftFCB Ulka
Production house: Red Chillies
Running time: 41 seconds
ITV rating: * * *