As the more technologically advanced communication media is coming into vogue, a far more comprehensive and clear definition of what constitutes plagiarism needs to be promulgated. Further, the issue of which advertisement must go off the media, if two of them are found to be similar, also needs immediate attention. Consider for instance, the on-goingcontroversy over the television advertisements for Cadbury's Dairy Milk Chocolate and Pepsi Foods' Lehar Namkeen. The advertisements are similar as they both depict a girl with henna-covered hands making a series of contortions to get a bite of the respective products.

While it is true that the Cadbury's advertisement was aired first, the agency responsible for the creation of the Lehar Namkeen advertisement claims it was working on the theme for a long time and the idea did not come after seeing Cadbury's campaign. There was only a difference of a few days between the first appearances of the advertisements and the similarity could be a coincidence. But it is necessary that one of these advertisements is withdrawn as they lead to confusion in the consumer's mind, the battlefield for all advertisers. Norms relating to such controversies must be drawn up urgently.