The pictures shown in the print ads for the two banks clearly demonstrates the drawback of using stock photos.  Advertisers usually tend to use them because they don’t have any copyrights and are easy to come by.  Advertising companies just pick it up images and use them without making an effort of undergoing an extensive research, which is extremely mandatory. Creative research is something that makes a brand stand out or get noticed when faced with other similar brands. When this kind of a blunder arises,  then it surely spells irresponsibility and negligence  on the part of the  creative department of the advertising company. MCB has used the same photo before Soneri bank. Both the banks are using the exactly same picture to actually associate their brand with the emotions but this has not left any impact at all; this kind of campaigns actually takes away the trust of people, your target audience stop relying on you and all of the hard work of the company goes in vain.

In a nutshell creative research needs to be stressed on and focus should be on getting the brand positive attention. Researchers need to do proper background and be better informed on what their competitors are doing and the strategy they have used, so that they can leave their mark by doing

something different from their opponents.