By Shivaji Dasgupta

Most recently, two pieces of full- page advertising attracted the critical eye. boAt invoking the spirit of Apple's 'Think Different' and Livpure drawing deliberately from Hero Honda's 'Fill it. Shut it. Forget it.'

The armchair purists who occupy the frontlines of LinkedIn and allied platonic platforms were up in arms. Folks from industry, small and large, bemoaned the dearth of fresh ideas and in the case of boAt, flayed the chutzpah of daring to belittle Apple. The debate moved on senselessly to multiple such side shows. All of them, alas, are unconnected to hard core truths of business, for everybody.

For starters, it is necessary to note that Advertising has been thriving on the largesse of popular culture. Gabbar Singh inspired the narrative of many ads and each time a celebrity is hired, brands dearly hope that a slice of their celluloid associations pass on some aura. The Cola commercials live off this ideology and a quick look at the modelling career of The Great Khali will further confirm this thinking.

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