An Israeli arms dealer, Rafael Advanced Defense Systems, apparently decided to spice up their presentation at Aero India 2009, organized by the Ministry of Defence.
Saurabh Joshi of the Defense and Strategic Affairs Online News Magazine, StratPost, which uploaded the video on youtube, thought it was "innovative video marketing".
But Stephen Trimble of The Dew Line seems to have got it right. Describing it as "catastrophic collision of Bollywood and the arms industry," he went on to say, "No introduction by me can give justice to this attempt at arms marketing ...Just watch, and, if you're able, immediately erase the awful tune from your brain."
Yes, indeed, it is difficult. It left the Wired's Danger Room blogger Noah Shactman frothing at the mouth. Clearly, he speaks for all of us:
we may have just found the most atrocious defense video of all time, just days into the Iron Eagles — our celebration of the awesomely bad videos of the military-industrial complex. Trust me, Slumdog Millionaire it ain't...
Every element of the promotional film is just plain wrong. The sari-clad, "Indian" dancers look all too ashkenaz and zaftig. The unshaven, hawk-nosed, leather-clad leading man appears to be a refugee from You Don't Mess With the Zohan. Then of course, there's the implication that the Indian military is somehow like a helpless woman who "need(s) to feel safe and sheltered."
But for my rupees, the worst thing about the video is the damn theme song they've concocted for the thing. To pimp its weapons, Rafael produced a sitar-heavy twist on Rick Astley's love letter to Satan, "Together Forever," complete with a new chorus: "Dinga dinga, dinga dinga, dinga dinga, dinga dinga dee." The rest of us now have to suffer for that bad, bad choice.
Full Wired post is here: Iron Eagle Nominee: Israeli Armsdog-Millionaires Assault Bollywood, Good Taste
Hat tip: Priyamvada Gopal