Rahul daCunha began his advertising career in 1986 at an agency called Fulcrum, learning the ropes under the tutelage of his mentor Kersy Katrak. There he met his long-time partner Prashant Godbole to form a copywriter-art director team that worked together for nine years over three agencies – Fulcrum, Lintas and Contract.

Their most prominent campaigns together were Hamara Bajaj for Bajaj Scooters, Park Avenue for Raymond and the launch of Shoppers Stop that won them the prestigious Art Directors Club Annual Award. Rahul is currently Managing Director at daCunha Communications where he micro-manages the Amul account.

With their spectacular white-out-of-red-backgrounds, all campaigns of The Economist have a distinguished tone and stand out for their sense of humour.

Great advertising lines stay with you forever. By saying, “If it is out there it's in here” NYNEX had a timeless advertising line combined with great visuals to engage the audience in what could be considered a mundane category.

The 1984 Apple campaign by Chiat Day is a stunning piece of advertising to this day. Smashing competition right in the face was revolutionary for its time when IBM was the Big Brother of the computing world.

I am a fan of advertising campaigns that either use a very memorable line or find a creative way of using characters. The ZooZoo campaign showcases features of mobile services in a likeable way using characters in a clever fashion.

This ad created a path for what led to the rest of the series. It has a completely irreverent use of humour that often does not make sense. But this is a tribute to the client who probably told his agency, “go out and have fun”.

The brand message from Amul is unique, as it’s a commentary on national and international affairs. During the recently concluded FIFA World Cup 2014, the brand did nearly one new hoarding a day using the World Cup as the big idea.

Some of the earlier campaigns like the busload full of travellers, or giving a new twist to the chicken-and-egg situation, gave a low-involvement category a message that was ‘stuck’ in consumer memory.

I am a great fan of advertising from the 1960s. This ad from Doyle Dane Bernbach is still on top of memory as it used the situation of being an underdog to its advantage and came up with one of the most memorable lines in advertising history, “We are number two. We try harder.”

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