Advertising agencies have a natural tendency to turn what is topical into ads. They turn a morning’s headlines into a hook for an ad. Topical touch does have an impact. But can they exploit tragedy, death, terror and epidemics ? Is it not being too opportunistic ? Maybe, if the organisation has the products that could help in the crisis, they can use these themes. For example, anti-bacterial products may be advertised taking the epidemic as its platform. Telcom companies can advertise their non-contact benefits. Cosmetic companies cannot possibly exploit the epidemic theme. Who needs lip-sticks when the mouth is behind a mask ? Still, some companies advertise their non-stick lip-sticks. But advertising using crisis may turn out to be repugnant if not carefully handled. It is not good to take advantage of death. Gumboot companies should not relate their products to the Kargil crisis, but could do so tastefully once the crisis is over by highlighting the role of the product played during the crisis. It is best to stay away at the time of crisis. Lowe created an ad for Garware’s sun protection film at the time of Mumbai bomb blast, because the executives had experienced its effectiveness in an office facing Air India. It is a difficult case. Sometimes ads are made to get awards rather than to promote social causes. This of course is avoidable.