The best ads and brand campaigns of the week from India, reviewed.
Featuring Titan Watches, Bingo, Manforce Condoms, Altroz, Bajaj Dominar 250, Coca Cola India, Axis Bank, Airtel, Bajaj Allianz, Uber India.
#1 Titan Watches | Mere Papa
Fatherhood transcends the relationship between a father and his son. Celebrating another kind of father – the pet parent – is this Father’s Day work by Titan Watches. From the nuanced messaging evident in ‘It’s time we…’ to the evolved choice of pup (an Indie), Titan makes a sensitive point here and makes it well. The story unfolds from the point of view of the pet, with the reveal tucked in at the end. A poignant message, delivered without the melancholy mood usually associated with such subjects. Titan has expanded the horizon, yet again.
#2 Bingo | #TheGoodAloo
This must rank as the most entertaining way to communicate ‘Made with good potatoes’. What is usually an add-on at the end of the creative part of the film, becomes the creative here. Bingo scores yet again in a crowded category, helped in good measure by solid thinking and a charismatic brand ambassador.
#3 Manforce Condoms | #BetterEndings
A film that marries Father’s Day, the lockdown and one of its attendant challenges, its after-effects and stays true to the brand’s cheeky character and category benefits. This couldn’t have been accomplished with just a check-list. The closing of the laptop before intimate moments deserves praise.
#4 Altroz | The Daddy Of Premium Hatchbacks
One can expect spunky messaging of the kind above from Manforce for Father’s Day and all credit to them for it. But this film from Altroz comes as a bolt from the blue. The brand bills itself as the ‘Daddy of Premium Hatchbacks’ and ends with the message ‘Let Daddy Show How To Set #TheGoldStandard’. Certainly beats the testimonial-plus-product shot showcases that are staple for the category. Father’s Day provides the excuse and the competition becomes the muse. But it helps the hatch make a statement.
#5 Bajaj Dominar 250 | Welcome To The World Of Touring
The brotherhood of tourers/bikers needs no introduction and members enjoy unspoken mutual respect. The brand which said ‘Haathi Mat Palo‘ during its launch (400cc) to take a dig at Royal Enfield (Bullet) then, is celebrating brotherhood during the launch of its 250cc version. The launch campaign did help Dominar pitch itself as the alternative with a tangible difference and the campaign did that job well. Viewed in isolation, like one thinks the buying public will, the new work for the Dominar 250 does justice to positioning it as a tourer of the big league, distancing it from comparable offerings.
#6 Coca Cola | Heroes Of #TheHumanRace
The brand has put out many stories of Heroes of #TheHumanRace during the Covid-19 lockdown from across the world. The Indian edition does not disappoint. A nice selection of ‘heroes’, each serving a decent dose of inspiration and deserving of our respect, puts the brand in a good place. As against sponsoring a set of such stories, the brand has chosen to own the content. That underlines its continued thrust on content, despite the pandemic.
#7 Axis Bank | #ReverseTheKhata
This wonderful thought adds to the good karma khata of the brand. Urging people to reverse the ubiquitous ‘khata‘ of small businesses, Axis Bank underlines that it is indeed #DilSeOpen.
#8 Airtel | Open To Questions
The telco went down this path a few years ago and rightfully earned praises for the ‘honest’ ‘approach. It is yet again making a statement with this campaign. Such campaigns, be it about opening up on network strength or customer questions/complaints, do not come from marketing briefs. They come from the very top. And they come from confidence and commitment to what is said.
#9 Bajaj Allianz | Apno Ke Liye Care
A timely Father’s Day film from Bajaj Allianz, this captures one real pain-point of the lockdown: the need for grooming / haircuts at home. The brand makes a nice and simple pitch about ‘care’ with the case of a son doing his father’s hair.
#10 Uber India | Badhte Chalein
We saw a music video from Xiaomi for the launch of its ear buds made by employees earlier and this one has been made by Uber India employees. This is also a tribute to Uber’s driver partners and in line with the brand’s premise of #MoveForward.
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