Lack of creativity is one of the aliments, while the other being violation of code of conduct. When promoting a brand an agency can take liberties with how it wants to present its product, but it doesn’t have the right to degrade another competitor brand, which has become a regular trend in the industry. In order to save themselves from the trouble of thinking the agencies have found a new short-cut. They will degrade the competitor product to the lowest-level possible and then present their own, thus avoiding the pain of hard work. This trend is not only derogatory, but also infringes on the rights of the customer because it is for the customer to decide, which product is good and which one is not.

Apart from this, some of the products make ‘false’, no, that would be a harsh word, so I would rather say make ‘hard to believe’ claims. I am specifically reminded of the toiletry product advertisements, which promise you firmness and flexibility of the skin at the same time. Now, are the customers fools? There are many others treading a similar path with cosmetics being the biggest culprits. Usage of words like ‘moisturise’, ‘fairness’, ‘glow’ and ‘shine’ has become a routine with these advertisements. I admit cosmetics are meant to do all these but where is the creativity and the so-called ‘ah’ factor? Everyone knows that cosmetics enhance our beauty but it seems the agencies are forgetting their role.

I won’t go any further with my accusations because this will mean showing disrespect to those agencies that have not forgotten their purpose and are still doing their job perfectly well. I understand creativity is no easy job, but then one does get recognised for the effort. Now, they have even started bringing out the list of the best commercials for the year and ho