WATCH: Bollywood ad by Israel arms firm dubbed 'most atrocious ever'
Wired Magazine ridicules promotional video produced by Israel's Rafael for India defense exhibition.
Rafael Advanced Defense Systems, Israel's armament development authority, has launched a Bollywood-style promotional film dubbed "the most atrocious defense video of all time" by popular technology magazine Wired.
The video, aired last month for the Indian annual air show, features sari-clad women dancing between flower-draped missiles, as a man in a leather jacket promises them "security and protection" to the sound of a sitar-tinted version of the famous pop song Together Forever.
The video cost $15,000 to produce, and was directed by the independent director Avishai Kfir in Israel. The actors are Israelis of Georgian and Indian origin.
A Rafael spokesperson said that the video had been received with much acclaim in India.
"Rafael is constantly trying to demonstrate innovation and creativity not only in the field of defense technology," he said. "In every international fair we launch a film that corresponds with the local culture. In Brazil, for example, our clip revolved around soccer. Over the past few years, we have won first prize for design and production almost annually."
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