Pepsi-Coke commercials

Hi All,
Saw the new commercials from Coca Cola and Pepsi involving Imran Khan and Ranbir Kapoor respectively. While getting the two youth bollywood stars does project a young contemporary feel to the brand, somehow, I seem to be missing the zing that was usually associated with cola ads. The smart ambush of Pepsi, Sprite and Thums Up taking sublte potshots at each other gave it an edginess and something to look forward to. The Paanch from Coke provided the rustic and tangy flavour to a MNC beverage brand. All that seems to have dissappeared. Internationally though, Coca Cola has some interesting commercials even now, but somehow the hatke pure Indian creative element is missing. Is it because that the goal post now has changed, from beverages to more action oriented categories like telecom and insurance which are more high decibel today? Or is it case of creative bankruptcy? Please share your thoughts.

regards
Rajiv