Indian advertising needs to be a little bolder. It should push the envelope further. It should break the category codes. It has to take the risks.

At present, the bulk of advertising is undifferentiated. It does not build brand differentiation. To do so, we will have to reintroduce the element of courage in advertising. Secondly, our humour ads have become banal as we fear the cultural sensitivity around us. We are scared that our humour may hurt someone and fail to create genuinely humorous ads. If necessary, the ads should be pre-tested. Ads should be courageous enough to push the boundaries.