I like the idea; it's pretty weird, but it fits the brand pretty well. The ads were done by ad agency Makani Creatives with photography by Vibhash Tiwari and art direction by Bhushan B. Dalvi.
Implications - Consumers have become adept at blocking out ads. This stems from being bombarded with an abundance of commercials. Companies that step outside of the box to create their marketing material will find a large group of consumers that are receptive to their brand.