A wee bit late but still interestting...it clearly looks like packaging of Diwali Crackers were the core theme of several agencies across India. After I saw Mudra use it to promote a series on HBO and Saints & Warriors do a campaign for Piramyd Mega-Store, here's another ad for the Times of India that has exactly the same treatment to it. The agency here is 'Shop' that is run by the ad duo of Freddy Birdy & Naved Akthar. Have you seen more of these kind of ads??