This document summarizes and analyzes several advertising campaigns: 1. The ICICI "Tab Banking" campaign promotes the convenience of banking from home using a tablet. It features Amitabh Bachchan to appeal to customers' desire for efficiency. 2. The Mentos campaign uses drama to associate the brand with "smartness" rather than focusing on breath freshening. It implies that Mentos enlightens the mind. 3. The Cadbury Eclairs campaign aims to upgrade customers to a premium brownie flavor éclair. It uses a musical format to humorously portray the rich indulgence of eating the product.