Mass advertising communicates with a large audience using mass media. It is necessary to understand mass. It has become stereotypical. There is a jingle and celebrity endorsement. It ends with a logo or some woolly ideas like soch, zindagi, tomorrow, future etc. At times they are 30 to 60 to 90 second ads. They are forgotten after being played. Mass advertising becomes associated with mediocrity in idea, execution and effectiveness. Anyone can make such advertising. It does not capture imagination. It is not retained. It does not build the brand. It does not rise above the clutter. It is not persuasive enough. We have to ask whether it could be called mass or ordinary advertising. Mass advertising must have a simple idea but still a valuable insight. It should be executed beautifully. People should relate to it. It has to be different, and yet inclusive. It can be made by highly creative team. It will be effective as well as memorable. It will transcend the usual parameters. It is real mass advertising. Mass is not ordinary.