Advertising industry no longer casts just pretty faces who exist only between ‘ action ‘ and ‘ cut ‘ , but are now relying more on real faces with character, with whom the audience can relate. That enhances the appeal of the story. In a sense, the story telling becomes democratic by such casting. Maybe, these real people are less than perfect, but they are appealing. Gone are the days when people were cast just on the basis of looks, irrespective of the fact whether they fit in or not. Theatre artists are in demand in performance-based roles in such films. The closer the characters are to reality, the better the people relate. A mother being shown on screen must be a reflection of the real life mother. SBI’s – ‘ heere ko kya pata tumhari umar ‘ had shown an ordinary couple celebrating love in a novel way. To do such casting, you have to source from streets, railway platforms, schools. You have to assign roles to ordinary folks such as dabbawallas and tattoo artists. A person cast must not be too addy. Only those ads become memorable whose characters touch an emotional cord, and make us either smile or cry. It should be a great story well-told by good actors. This is true for a full-length feature film, or a 10-second TV commercial.