Usually, the national brands create the advertisements in English and the translators translate English advertisement into vernacular languages. The translators should translate the ad copy as per the passion system of the particular vernacular languages. This article briefs about the passion system of vernacular languages, which are based on Sanskrit and will be beneficial to the advertising professionals.

These properties (in the poetry) that belong to Passion, the principal factor-conducive to its maturity and having an unceasing existence-are called `Gunas' or `Excellence', in the same manner as bravery and such qualities belong to the soul.

Excellence in Advertisements, national brands, translators translate, English advertisement, advertising professionals, system of vernacular languages,brand organization, Brand Equity, commercial speech, psychological effects.