Indian advertisers like Creativeland Asia, Ogilvy & Mather and others using babies in ads for brands that have nothing to do with them

Today's article in the Economic Times talks about using babies in advertisements for categories that have little or nothing to do with them. The important thing to understand in this debate is whether 'babies' are a  part of thought through strategy or merely an attention seeking 'cutsie' creative hook. For eg. while  MTS's latest commercial has got a mixed response from the viewers on it's overall appeal, the commercial does showcase a clear brand thought around MTS's strong 3G plus network capturing the multiplicity of digital expression available to a generation 'Born for the internet'.
The same however can't be said for some other brands that use babies is used as an interesting creative device to make a point about the . For such brands it is important to ensure that the communication is in line with the overall brand tone and persona. Over a period of time, strong brands create clear  identities for themselves and if the communication falls out of line, the viewers are left confused even though they might enjoy the particular creative execution.
http://economictimes.indiatimes.com/news/news-by-industry/services/advertising/indian-advertisers-like-creativeland-asia-ogilvy-mather-and-others-using-babies-in-ads-for-brands-that-have-nothing-to-do-with-them/articleshow/32035740.cms
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