This study revisits certain Indian advertisements from the realms of eternal lessons based on Eastern philosophies (Srimad Bhagavad Gita). The changing business paradigms and increasing competition, has forced marketers to adopt different `unrighteous' strategies in a bid to sell their products. The article lists certain advertisements that can be categorized under the group of being righteous and unrighteous.

Some communication tactics in advertising are good, some are bad, some are positive while some are negative, some are righteous (based on dharma) and some are unrighteous (based on adharma). Greyser (1962) in his classic attempt to explain essence of advertising to business highlighted certain related perspectives; one of which was about deficiencies despite of improvements in the advertisements. The study concluded with the demand for further improvements in advertising without which its value would be vitiated. Ogilvy, in his book Confessions of an Advertising Man, mentioned about the problems that are faced by the advertising industry. One of these problems include the rise of megalomaniacs with their sheer interest in making economic gains for the company as opposed to being creative (righteous) (Shelton, 2006).

The basic objective of any advertisement is to communicate to the audiences. In today's competitive world, however, such non-personal communication has turned overpersuasive. Every persuasive communication in the ad war is an attempt to build brand image and thereby make profits. With changing business paradigms, increased competitiveness and urge to make more profits, the mad ad race has begun and has forced marketers to adopt different strategies in a bid to sell their products. The increasing number of false, misleading and offensive advertisements has augmented customer disbelief and has raised customer resentment towards the same. This has also opened the doors for unfair competition (ascionline, 2010). There has also been a remarkable increase in the number of consumer complaints against such non-personal communications (afaqs, 2010). The Advertising Standards Bureau (ASB) has witnessed a 15% increase in the number of complaints against increasing use of sex and nudity in television advertisements (mediaspy, 2010). Also with improving communication technology, there has been an increase in the number of advertisements on the Internet. Correspondingly, there has been an increase in the number of `unethical' ads on the Internet and in the number of complaints against such ads. All these lead one to conclude that the righteousness in advertising (ad-dharma) has been gradually reducing and dignified advertising seems to have lost its luster leading to adharma. This in itself is a sufficient and valid reason to revisit the advertisements.

Advertising Express Magazine, Adharma, Indian Advertisements, Eastern Philosophies, Business Paradigms, Advertising Industry, Television Advertisements, Business Management, Consumer Complaint Council, Advertising Standards Bureau, Constructive Communication.