RecentÂly, Wired writer Steve SilÂberÂman (aka @stevesilÂberÂman) shot us a note on TwitÂter, sayÂing, “@openculture, do not miss this brilÂliant ad. Most touchÂing movie (in 3 mins!) I’ve seen in years.” Released on NovemÂber 13th, the video has already clocked over 10 milÂlion views. But chances are you haven’t seen it. And that’s because it’s tarÂgetÂed to the web-enabled midÂdle class of India and PakÂistan. As The Dawn, PakÂistan’s oldÂest EngÂlish newsÂpaÂper, describes it, the Google-creÂatÂed ad entiÂtled “Reunion” “porÂtrays two childÂhood friends, now elderÂly men, who haven’t seen each othÂer since they were sepÂaÂratÂed by the 1947 parÂtiÂtion that creÂatÂed India and PakÂistan from the old British empire in South Asia. ParÂtiÂtion sparked a mass exoÂdus as milÂlions of MusÂlims and HinÂdus fled across the new borÂders amid reliÂgious vioÂlence.” Now Google search prodÂucts are helpÂing to bring old friends and neighÂbors back togethÂer.
CynÂics may be quick to judge this a sacÂchaÂrine, manipÂuÂlaÂtive ad. But othÂers are seeÂing in it someÂthing else — a sign that “perÂsonÂal conÂnecÂtions between IndiÂans and PakÂistaÂnis run deep.” Even if their govÂernÂments gain someÂthing from keepÂing the conÂflict alive, everyÂday peoÂple in India and PakÂistan are increasÂingÂly ready to put hisÂtoÂry aside.
Note: If you click CC at the botÂtom of the video, you can use capÂtions to transÂlate the film into nine lanÂguages, includÂing French, MalayÂalam and Urdu. It is preÂset to EngÂlish.
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