Ad-Mad World!

The recent exploration into the happenings of the idiot box filled me with the sense of nostalgia.I was expecting to find some hit songs like "Lifebuoy hai jahaan,tandarusti hai wahaan".But....
The genre of commercial advertisements in Indian communication channels can be divided into 3 broad groups(Strictly according to me as no doubt,u can categorize it into as many groups as possible).
It all started with the ads,whose basic ideas was promotion of the product.In the 80's,the common were "Jo biwi se kare pyaar,woh Prestige se kaise kare inkaar","Hamdard ka tonic Cinkara" and the songs of Bajaj bulb,if you don't remember,it started something like "jab main bilkul chhota tha,badi sharaarat karta tha,meri chori pakdi jaati......." and then the famous song,"doodh si safedi,nirma se aayi,rangeen kapda bhi khil-khil jaye...sabki pasand nirmaaaa..washing powder nirma..."
During this entire phase of advertisement,the songs were made catchy and the product was the hero of the ad.
however,then came the period of punch lines...the second genre,which had major promos like,"Neighbour's Envy,Owner's Pride","Choc-latee khao,khud jaan jao","Mummy bhook lagi hai....bas do minute"..
Due to increment of ad rates,the songs were dwarfed to single liners and then almost all the products carried one-liners,with which they were associated,in order to differentiate between Phillips and BPL,Maggie and Top Ramen.The time and effect of advertisements were so strong in influencing public that 'Vimlaji's' "Bhai Sa'b!" established the regime of "Surf" completely and instead of asking for washing powders from the shopkeepers and then selecting between them,people used to demand,simply 'Surf'.
But then there was something missing.It was filled by Amitabh Bachhan.the third genre according to me started with product wars with stars in them.no doubt,in all previous ads too there were stars but they were not the Big and Famous one's.we had Asrani in Laxman Sylvenia,Satish Shah in Hawkins,and Deepika post 'Ramayana' in Nirma Super.But it was none in comparison with the Bachhan and Aamir and Sachin and then Shahrukh and the list has continued.No doubt,many ads have been made which copies the dialogues from hit movies.
However,the current trend seems to be reaching towards a collapse of ideas.The ad of Samsung television,has evolved itself.They use different products as their base to mobilise their own products.Similarly,the cola wars have been drawn close by Dew and Thums-Up.
I remember watching Dream-Merchants on Zee TV long time back when they showed some european ads in which after the 3 minute ad was over,it was shown that the ad was of electrical appliances.
These days however,they make their ads short,precise and on the product.
ours is the reverse case and the only possibility that I find as the future of Indian advertisements is reaching the identity crisis of the products.
what suggestions would u like to provide on this matter of emerging ads??