Most of these ads will end up finding a mention in marketing case history books. 14 Dec, 2020 - 09:45 AM IST | By indiantelevision.com Team NEW DELHI: Advertising informs. It generates awareness, entertains; less often than not – if one goes by harsh cynics – leads to a buy decision, and with even lesser frequency flies into controversy. Sometimes the storm that follows proves beneficial for the brand, especially if it is a cult product. At other times, it proves highly detrimental. 2020 was no different. The year had its fair share of brands and labels which got into the crosshairs of some activist group or other, inviting consumers' ire and even unmentionable expletives. Even though what they communicated was well-meaning, and should be considered by most to be within the norms of decency. Most of these ads will end up finding a mention in marketing case history books, detailing what transpired.