The paper developed while exploring the anomaly that the best adjusted creatives are not necessarily the best performers, despite uniformity in other marketing inputs. It examines (1) current trends in creative approaches, how do these fit in with the existing typologies and exhibit a blend resulting from adaptation to local culture, (2) the criteria used for assessing a creative and the missing links. Findings indicate that image, execution and common touch are the most frequently used strategies. While judicious adaptation of creative helps, transplants can only work for a few low involvement product, consumption of which is not influenced by culture. A set of criteria must take into account market competition, state of the buyer, PLC, product and media characteristics. Successful creatives have ensured that the target audience is about to realise 'identity with self' likes the ad and feels involved.