he last word in the category advertising has been said: "My flat TV is the flattest." With every colour television maker harping on its brand�s flatness in its communication, the takeout for the consumer - so far as brand salience is concerned - has been minimal.

Given the unmistakable sameness in the category communication, Sansui India�s recent television commercial - depicting the extent to which a consumer is "inspired" by the perfect flatness of his Sansui flat TV - comes as an interesting deviation. The 30-second TVC opens with the shot of a man walking down a well- manicured garden. He stops in his tracks as something catches his eye. The object of his attention turns out to be a neatly trimmed bush. He examines the bush intently and shakes his head in obvious disapproval. ... more