The best ads and brand campaigns of the week from India, reviewed.
Vivo V19 | Super Wide Angle Selfie
Does this actor never age? A question many have asked, time and again. Does advertising featuring the actor never age? Makers seem to get a refreshing infusion of energy when tasked with scripting the star alongside their brands. Vivo has managed to use Aamir Khan to very good effect in its work. The series featuring pets is still fresh in memory. This round of work is no less. ‘Chachu’ Khan and the little kid feature in lovely little encounters. This is yet another. And right in the midst of the charm offensive, is the product proposition.
Zee5 | Atrangi Dekho, Atrangi Raho
Atrangi is a great position to take. One that can only be justified if you are confident living up to the promised differentiation. This film does justice to the positioning with the energy of youth, while the narrative lends substance.
Welspun Group | Ek Soch Hai Jaagi #DhartiKeLiye
Music videos are in. Some sound better than others. Some are set to footage better. One salutes all those trying to infuse footage that doesn’t really blend in, into a video. This video enjoys the advantage that all environment day videos do — rich and stunning stock footage. It also tries to force some imagery in. But it does so on the back of a soulful voice in a delightful and elevating soundtrack that resonates.
Asian Paints | #SafePainting (Nosy Neighbours)
Brands that wowed us before, continue to deliver even during the lockdown. Asian Paints certainly does here, with insight and humour. Marrying neighbourly curiosity with its message helps establish its lockdown painting services. Safe, of course.
Skore | #ItsStillANaughtyWorld
Timing is everything in this spot. The film enables the brand to stay visible during the lockdown with a cheeky and relatable message. Keeping it short seems to have worked for the brand here, especially given the stock footage constraint.
Smart work crafted beautifully, that also manages to deliver the message with the required impact. If no juror spots the reverse gear mechanism employed here in past work, this one is likely to clinch a few creative awards.
#PeriodPoetry. A lot of work as been done in the space. A lot of work has also been created for Menstrual Hygiene Day. These pieces of content from PeeSafe stand out for the brand fit, quality of content and presentation.
Mahindra Lifespaces | Is Ghar Ki Bahut Yaad Aayegi
Very relevant piece of work as we exit the lockdown. It is a matter of time before people start missing home again. And then, homecomings will be truly joyful again.
A cute, animated tale (or a summary of it) about a (toy) windmill narrated by a little girl. One might argue that this lacks depth, but the ploy of portraying a little girl and her dreams, works. The connection between windmills, electricity and how they empower is established.
Bank Of Baroda | Dil Apne Sath Rahe
When fresh visuals are not in supply, you move to stock images. And better music. That perhaps explains the spate of music videos we are seeing in the lockdown and also singers making their presence felt on screen. Despite the way this one ends, this video from Bank of Baroda is watchable and its track worthy of listening to more than once. This is also the first piece of work I have seen from the brand that comes anywhere close to being in contention for any top 10 in advertising or brand communication. Lockdown ke side effects.
Mail: campaigns@cluttercutters.in
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