Big ideas seen on television in the recent and not so recent past have been the positioning of ICICI Bank in Kaun Banega Crorepati (KBC).

There were cheques to be signed by one bank or the other and ICICI, perhaps, found the right opportunity at the right time. End result: you have a never before one of its kind leverage that draws the maximum attention subtly without being in your face. That's a big idea and as bright as it gets.

The bank enjoyed a never before leverage every time Bachchan fished out a cheque to sign it and then hand it over to the eager KBC participant. Your brand name and logo on clear display all through while you get none other than Amitabh Bachchan to put his graphologically perfect signature in the viewers' full and unhindered view!

Perhaps, Bachchan signing the same cheque in a regular TVC would not have carried the same subconscious effect that it did in KBC.