When the same two-minute sponsor AV plays a second time, and then the master of ceremonies intervenes with the message, 'Sorry, but this is what sponsors do,' before it plays a third time, you know something's amiss.
The audience at one of the sessions at Goafest 2016 certainly did, as was evident from the collective murmurs of disbelief.
As Karan Johar said at the same festival (of advertising, ironically), over-marketing can sometimes kill (the brand or film).
(This appears in the issue of Campaign India dated 15 April 2016.)
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