To break the clutter, advertisers can convert commercials into small stories to be told and shown in several episodes.Some years ago, HUL launched its White Beauty range in this fashion weaving the story around Saif, Neha Dhupia and Priyanka Chopra. Idea cell phones have gone on similar lines by telling the story of education in rural India through Abhishek Bachchan. The ad capsules take the message effectively to the audience. The story telling in phases is an exciting way to generate interest in the product. Staging the ad in several parts enhances the curiosity among the audience. It hooks the audience to the brand. It also provides an image to the brand.This is an episodic format of communication.