Advertisements are the most powerful means for communicating the marketing message to the target audience. The presence of likeable attributes in ads has profound effect on the mindset of the audience and results in creating a positive image about the ads and consequently, the brands. This article focuses on understanding and using likeability in television commercials.

The Indian economy is a growing and developing economy. After the economic reforms it has started growing faster and is now amongst the fastest growing economies. The growth of the economy is around 9.4% in terms of GDP during the year 2006-07 and most importantly the growth is with democracy. The growth rate is really remarkable. The growth momentum has been created due to a number of factors. To continue this dream run and sustain the momentum, there is a need to check the bottlenecks. The biggest bottleneck at this juncture is the infrastructure. The growth momentum which has been created in the economy can come to a halt in the times to come if infrastructure does not grow at a faster rate. Infrastructure both social and economic, can seriously affect the growth of the economy. Infrastructure is the base on which the economy grows. India is a populous country. Its population is growing at a faster rate. It can be said that India is the hub of human capital. The quality of its human capital is low and hence the economy is not able to realize the benefits of its growing population. There is need to develop the social infrastructure to garner the demographic dividend. This paper is briefly trying to understand the bottlenecks in the areas of social infrastructure and the ways to overcome it.

The two significant dates for the Indian economy are 1947 and 1991. The year 1947 made India free to decide its own destiny and 1991 made its economy free to realize its own fate. It is true that Indian economy is growing; its secondary and tertiary sectors are growing at a phenomenal rate though primary sector is not doing well. The overall economy has recently witnessed a rate of 9% in GDP and needs to grow faster with an agenda of inclusiveness in growth. The growth should not be restricted to only a few sections of the society but should be evenly distributed to all sections of the society. The economic growth becomes meaningless if the citizens of the country are deprived of the basic facilities of health and education.

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