Adds JWT Mumbai vice president and executive creative director D Ramakrishna, "The one thread running across all our work has been the use of life insights underpinned with humour, making it universally appealing."

"The impact made by these television commercials was huge in the market place resulting in a huge surge in sales for both categories," said JWT Mumbai vice president and client services director Suranjan Das, who heads the Philips account.

Bada TV resulted in over 60 per cent increase in CTV sales in 2004 over the previous year. The DVD Ramukaka film (which also won the Ad Club, Mumbai EFFIE silver) helped grow the DVD category by 1000 per cent in 2003-04.