Brands seem to have taken this whole 'purpose' thing too far. Every brand wants to stand for something noble. I don't mean on the CSR front. I mean specifically on the advertising side of things. What do you think has lead to this wave? Is it a good trend? Or is there some such thing as too much brand purpose?

There are 2 things which unites India- Cricket and Cinema. We eat, breathe and drink the same. The unmatched power and reach of Cinema has over the years been harnessed by marketers through in-film and in-cinema advertising, so much so that the pie of in-cinema advertising has already crossed the Rs 500 crore mark as per KPMG estimates. India is a land of films. Every year nearly 800 films get made and released in theatres. There are about 10,000 cinema screens available for advertising in India.

The latest commercial by the foods giant has a bunch of brawny Chippendale dancers gyrating to music while wishing mom a very Happy Mother’s Day. And yes, with Colonel Sanders leading the pack.