In 2003, Air Deccan wanted to take an emotional route to advertise after going the rational route earlier. <\/p>\n\n\n\n
Capt Gopinath wanted Orchard (agency) to capture the vision of the company that any Indian can fly.\u00a0 The only precondition which Capt had been “The ad should not be flippant. It should be shot like a Shyam Benegal film.”\u00a0<\/p>\n\n\n\n
It took just two weeks to write the script and it was approved without changes. <\/p>\n\n\n\n
The commercial was shot in Pollachi, Tamilnadu. The old man in the commercial was played national film award winner from Kerala, Murali. Produced by Thinkpot Productions, Bangalore, directed by Manoj Pillai and cinematography, was by PS Vinod. Thomas Xavier came up with the idea of capturing all the emotions a person goes through before his first flight. <\/p>\n\n\n\n
Initially, Murali was outraged that he was even called as he did not usually do commercials. But once he read the script he agreed.<\/p>\n\n\n\n
At 150 seconds — the Air Deccan campaign was said to be “the longest TV commercial ever to be telecast in the history of Indian advertising.”. It beat the Raymond ad by 30 seconds to gain the top spot. And an entry into the Limca Book of Records <\/p>\n\n\n\n