Amritanjan balm is perceived as out-dated grandma’s therapy for pain relief. It was to be connected to youth. The love and affection route was used. A young man and his companion board a train, and he complains of a head-ache. A young woman follows him in the corridor, and offers to apply balm. As they retire for the night, the man assures that his wife is asleep on the upper berth while he reaches out to the young woman across the berth.The Agency is Shining Consulting.And the creative director Shombit Sengupta.

In Mirinda ad, a chief guest arrives at a college function. He notices people panting and breathless. The next day’s newspapers feature him and a teacher heaving and panting.The headline is ‘caught in the act.’ Created by Swati Bhattacharya of JWT. It is a tasteful but provocative ad. It has naughty tonality but it highlights the breathlessness concept of the campaign.

Lowe Lintas Aru Iyer Fasttrack ad shows an air-hostess entering cock-pit. As the pilot puts the plane on auto-pilot, the hands can be free for other activities — rather pleasurable activities. It was a little funny ad with innuendo, although in a classy manner. According to Piyush Pandey, innuendo is creativity, provided that it is culturally accepted.