Write a short summary of what happens in the radio advert

In India, as a sign of respect, younger people bend down and touch the feet of their elders. In return, the elders would give blessings like ‘May you live a long life’ or ‘always be happy’. But these days youngsters aren’t making the effort of bending down all the way. This radio spot is a satirical take on this observation. In this spot, a young man bends down to touch the feet of his father. The father, instead of giving a normal blessing, gives an unusual partial blessing as the young man didn’t bend down all the way and touch his feet. We then end with the Announcer Voice Over saying - if you desire a complete blessing, make the effort of bending all the way down to the feet. And we then sign off with the brand - Moov, a back pain relief cream.

Cultural/Context information for the jury

In India, as a sign of respect, younger people bend down and touch the feet of their elders. In return, the elders would give blessings like ‘May you live a long and prosperous life’, or ‘Be happy forever’ or ‘always be happy’. But these years, this custom has been reduced to a mere formality with people saying ‘I bend down to touch your feet’ but barely stretch their hands beyond the elders’ thighs or knees.

Script. Provide the full radio advert script in English.

Father Young man: I touch your feet papa. Old man: It’s ok, it’s ok…May you live a happy life son, right up till tomorrow morning. AVO: For full blessing, do full bending. Moov Back Pain Relief Cream.