Ericsson’s 1996 ad “One black coffee, please” captured a moment when mobile phones were still new to India. The film went on to win India its first Lion at Cannes, placing the country on the global creative map. Its impact came from a single, well-timed twist, using a familiar social misunderstanding to communicate product relevance without overt selling. By keeping the phone largely in the background, the ad showed how storytelling could lead the brand rather than dominate the screen. The humou
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