What drives brands to up the ante on ads?

Is it a last ditch attempt to reassure consumers, or a way to gain the upper hand at the negotiating table, or is it just a way of exhausting the treasure chest before the lights go out The......

'Imagine SRK offering you a film to direct!'

It's not everyday that Shah Rukh Khan, so impressed with a script, decides to produce the film under his Red Chillies Entertainment banner. But then, E Niwas is no ordinary director. The man won a......