uddenly, everyone�s pulling the competitor�s leg. With a hand on their tummy and a finger pointing to competition, companies are laughing their guts out as they make fun of competitors through their advertising. Of course, it�s been happening for ages, but what caught our attention is the sudden spate of spoof ads on television.

Mountain Dew�s take on Thums Up Everest Challenge is the most direct one. It shows an exhausted climber struggling to reach the top of a snow-capped peak (presumably Mt Everest) assisted by a sherpa. To his surprise, he bumps into the Mountain Dew dudes, who claim to be regular visitors to the peak. After a slide down the hills, as a Akshay Kumar lookalike sits frozen to his bones, the Mountain Dew boys yell, "�lagta hai, uncle ko hamari baat jam gayi."... more