Brands that cut through: Lenovo, Skype, Kotak Mahindra Bank, Flite, Meesho, Urban Company, ITC Store, Gas-o-Fast, Bewakoof.com, Tata Wiron, Battlegrounds Mobile, Hamdard.
Lenovo IdeaPad | #SmartLearningSolutions | Bilkul Dost Jaisa
What a delightful idea driven by insight! Can we deny that kids are missing their buddies from school? No. Has Lenovo brought to life that truth winsomely here? Yes.
It helps that the product itself is rooted in some key differentiators making it a good bet for online classes – distance alerts, noise cancellation and a looking away reminder. The makers of the campaign manage to convey them endearingly, positioning the Ideapad as the student’s friend.
Skype India | #MakeTime | #HideAndSeek
I must confess that I’ve done this with my kid a few times in the last few months – hiding clues around the house for her to find on a video call. Whether it’s work that’s causing the distance or some other reason, a video call is the best way to do things with them. It’s not what we do, it’s the ‘with’ that matters. In the case of this film, it’s a very charming game of hide and seek. Skype may have lost out to many other options that exist today, but the brand seems to be looking to reclaim its space here with a beautiful slice of life.
Kotak Mahindra Bank | Kotak Karma | Girl Power Is Gold Power
The tradition of saving gold for the girl child is juxtaposed here against empowering a girl to win gold as an athlete, with the examples of two champions who have done just that. In time for the Olympics, the work should earn the brand some good karma.
Flite | Sar Utha Kadam Badha
A small town girl manages to get past two hurdles society hurls at those like her. The first step was to get past the menfolk deciding for the family and step out to make a career. The second being to confidently get the message across to her interviewers that fluency in English does not substitute for the qualification to do the job. Perfectly in step with ‘Sar utha kadam badha’. In a category where fashionable, comfortable and trendy are the keywords, here’s a brand that’s taking a bold step to stand differentiated.
Meesho | Chhote Paise Badi Shopping
Small money hidden away here and there is such an Indian woman thing that one has seen in society and reflected in cinema. Using that as a device creates the charm needed to envelop this pitch – also for an affordable offering, but in fashion. The execution elevates the idea.
Urban Company | Salon At Home | Professional Cleaning | Sahi Dam Ki Surety
Funny, entertaining and over the top is what it takes to deliver messages like unbelievable price points. This campaign delivers.
ITC Store | Dabbo Wala Rishta
ITC Store is urging people to gift food hampers for Mumbai’s dabbawallahs, a community hit hard by the pandemic and attendant lockdowns. It is doing so in partnership with a very credible platform synonymous with food, Akshayapatra. The film reflects on their plight and does so in their voice. For a brand like ITCStore.in that we haven’t seen much of, this initiative and its film build visibility, stature and affinity.
Gas-O-Fast | Acidity Free Celebrations | Asli Jeera Ka Swad
Hilarious play on the reliance on jeera by those suffering acidity, to pitch the gas relief product based on the ingredient.
Bewakoof.com | #BewakoofiBantiHai
Perfectly in line with what the brand stands for. #BantiHai.
Tata Wiron | Rozaana Ki Dhun
The lively song reflects the hope that we hold for tomorrow. The visuals match the pace and earthiness of the soundtrack, and are perfectly synchronised. The positive mood reaches its upper crest with the signoff: ‘Apni dhun gungunayenge, mazboot India banayenge’.
Battlegrounds Mobile India | #IndiaKaGame
It had a nice ring to it but I couldn’t figure if #IndiaKaGame works in this category so I asked a few (much) younger folks, all ardent gamers or atleast familiar with the territory. They were totally into it. The film is made to woo them, I was reminded.
Hamdard India | Sehat Hai To Watan Hai
A nice soundtrack and health certainly fits Hamdard’s brief. And it is also an Indian brand, so the patriotic touches are not out of place. But one wonders if this would have had a tad more context if it had been married to an occasion like Independence Day.
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