Using warmongers on your advertising is a somewhat bold choice. These ads are from Samsung India and may be a reaction against recent tragedies in Mumbai. It’s one more example of how major brands are not making just social commentary but also commenting directly on (former) leaders of the world like George Bush and Idi Amin.

We have cautioned about taking an activist approach in the past since brands need to adopt a measured stance when they are campaigning on politics, policies and local traditions, but these ads are different. Instead of being taken seriously, these ads are no doubt poking fun at the idea that the protagonists featured could somehow have their whole outlooks changed if they only filled their heads with music instead of violence.

Humour is a great way to diffuse a deadly serious topic. It would be interesting to know what Samsung hope to gain with these ads or whether they were a localised response to torrid times.