India: The 'genius' in advertising.

STANDARD terms in ad copy in long use are never regarded as cliches.

In fact, to highlight uniqueness and extraordinary quality trite expressions come in handy. Accounting for their popularity is their universal appeal in practically all languages and climes. Often, for want of a better word in the local tongue, the English original is preferred.

The noun "genius" has been in widespread employment since the inception of advertising to denote quality in products and services. Pedestrian though it may sound, it gets to the heart of the matter and conveys the desired meaning.

In Mumbai every morning I used to pass by a shop with the board "Genius …