Commercials in instalments -- The new tactic

[icernet-admin at listserv.cddc.vt.edu]

Everybody loves a cliffhanger — it’s the guiding principle that’s given
every soap opera and TV series of note legs to run on — for several years at
a stretch, sometimes. It’s a strategy that Indian ad agencies seem to have
taken some time to cotton on. But they’re now building ads around it. While
campaigns have traditionally featured the same set of characters, a spate of
recent ads are more obviously cinematic and episodic in nature. Some leave
little to the imagination of the viewer with a ‘to be continued’ tagline, in
the fond hope that TV audiences will look forward to more than just the
latest instalment of a serial when they turn on their sets.

Source:
http://economictimes.indiatimes.com/cms.dll/html/uncomp/articleshow?msid=233196