You would've definitely seen that Insurance Company Advert where the woman goes around the Home screaming "sanju..sanju". That ad from the Max New York Life Insurance company is a brilliant case study.
What's so special about this ad? Well, for one, its got just 2 people. It doesn't have any animations and it doesn't show an Old Man with glasses! What it shows is something negative. It potrays the wife to be scared, shocked and surprised. This is something new cuz most of the ads for Insurance companies we've seen so far shows someone dreaming about some danger or something like that. But this ad is negative deep down.
And funnily, in this Sadistic world, Negativity sells. Max New York's business has trebled since the ad's been telecast. The prime time slot on one of the most watched channels (Set Max during IPL matches) definitely helps.