How long is a TV commercial in India? Three and half minutes for this one from Tata/Sky

So it’s a whopper but this prison break themed opus from Ogilvy does the job – counting down the days of a prison break timed for an India-Pakistan cricket match when the would-be escapees think the guards will all be watching the match.

But they’re not of course, so justice wins out.

Does it work?

Well, sort of. But you wouldn’t watch it three times.

Didn’t think India and Pakistan were on sufficiently good terms to be playing each other at cricket.

If Tata, India’s biggest company, and Sky (in this case Rupert Murdoch’s Asian Star TV) think they should be then it’s only a matter of time.