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Every week, I attempt to share a curated list of clutter-breaking new creative ads<\/a>. Most ads are ignored \u2013 a fate worse than being disliked. So the most important job of any ad is to be noticed. It\u2019s a huge achievement if its noticed, liked and discussed or shared. Here is my hand-picked list of new ads from the past week or so.<\/p>\n Ugaoo: plan parenting with Jackie Shroff<\/strong><\/p>\n Celebrity endorsements can easily fall into the trap of a boring template. We\u2019ve all seen so many ads with a random celebrity talking to camera or walking across the screen pointing to what could be the brand, probably interrupted by a product window and that\u2019s pretty much it. Some use the celebrity as characters but that needs a lot more effort<\/a>. And who has the inclination for that with all the time pressures (some inflicted on themselves by the brand team) involved. So most brands take the safe (boring) route. In that context it is nice to see the celebrity\u2019s own characteristics used to the brand\u2019s advantage. Actor Jackie Shroff is known to be a plant lover and the film pits him \u2018against\u2019 his son dramatising that he paid more attention to his plants than on his son. The trademark Jackie Shroff lingo and the light hearted approach to celebrity endorsement made it endearing for me.<\/p>\n \n