More about it

• How about choosing a different theme which might not be directly linked to the product?

This can be done for big brands and this can do wonders.
Eg. 1. Coca Cola India
They are relating their products to happiness. Now for heaven sake...How could you relate a burp genarating drink to happiness. But the ad has left an impression.
Coca Cola India- "little drops of joy"

Nokia
Even Nokia has taken a step in this direction. They have also made a nice attempt to link Nokia mobile phones with happiness.

• Give people a new way of doing things- a new way of life!!!

Brands like Kurkure, Lays are presenting their product as the perfect substitute for the traditional sweet dishes. I think the market is right for companies manufacturing sweets(say, Haldirams) to counter attack these ads and create a niche for themselves.