A few years ago, fashion house Chanel signed up Brad Pitt to advertise their iconic fragrance No. 5. With so many things right — Chanel, Brad Pitt and No. 5, there was no chance anything could go wrong. But the campaign backfired badly as the audience just couldn’t connect the brand and Pitt spouting philosophical inanity. Best laid plans can end up as thickly laid sentimentality, or simply badly. Analjit Singh, the promoter of Max Financial Services (MFS) learnt it the hard way.