Every copywriter’s dream: a message so sticky that it resonates in the customers mind for years.

Think “I’m Lovin It”

or closer home, there’s the golden oldie- “ECE Bulb Laana”, or now

“Mentos: Dimag ki Batti Jala De”

Ever wondered what made only these ads stick like burr to your mind?

What made them play on in your head?

Well, Dan and Chip Heath distilled the ‘rules of stickiness’ into 6 principles in their  bestseller Made to Stick