Hydel power is passé, and the adults of Delhi are not concerned about nuclear power either, that’s better left for the authorities. Pester power is more than devastating, when it makes its impact on your precious wallet. Children today are considered to have significant ability to affect the sales of (almost) any product. No wonder then that kids are getting the lead role in advertisements, be it mobile phones, electronic products or apparel.

You need just one cursory glance at the hoardings wherever you are and you’ll realize that Mars Attacks was really a work of fiction, and while you were concerned about the threat from Martians, your world was being taken over by children.

There was a time when Delhi’s children used to go out, interact with real people and play with friends. But the advent of cable TV has changed all that. Kids’ lives today are evolving differently, as they tell us where to bank and which airline to use and give advice on sundry other issues. The persistent feeling of relentless needs just doesn’t end for these children, making them feel miserable instead of happier.

Children look cute in advertisements is stating the obvious, but they are there for reasons more than that. The other factor that tilts the balance towards using children in ads is the ease with which they can be convinced, whereas adults are considered more skeptical. Young girls today are more often than not more aware about which skin product will suit which skin type than their mothers. Parents trust their children’s opinion when it comes to buying the latest gizmos, as kids are mostly effortlessly abreast with the latest developments in technology.

If you are among the parents who don’t give in easily, kids are likely to unleash their most potent weapon – pester power. The clash will usually seem one sided, though adults don’t seem to stand a chance here.