How do you react when you're online and an ad pops up?
How do you react when you're browsing the internet and an ad pops up?
Do you flick away from the commercial, or do you watch? Well if you're in Asia, it's highly likely you'll watch - and for a long time.
A current ad by sportswear firm Nike for instance has gone viral in India - putting the spotlight on the country's female athletes.
The ad is touching nerves across the nation - the holy grail for today's advertisers.