The best ads and brand campaigns of the week from India, reviewed.
Positive, pulsating and liberating soundtrack with visuals to match, the kinds of which we haven’t seen on Television in some time. Here’s a brand with a product that everyone needs as the lockdown is eased. And here’s an anthem that captures the pent up energy of people, which too was locked down. When some are still trying to come to terms with the new normal, Wildcraft is ushering in the next normal. Wildcraft was ready for it.
Making multiple characters speak the mind of a young girl experiencing her first period, is a very good way to spell out her troubles. The important message at the end is #ItsJustAPeriod. The work is befitting a menstrual hygiene brand on a day dedicated to the category.
I believe there is an award category for Best Use Of Celebrity. Several brands featuring Ranveer Singh in their advertising will certainly be in contention and Kotak Mahindra Bank will certainly be among them. This lockdown film works for more reasons than the brand ambassador’s performance. Not just the film, the product is also made-for-lockdown. The star plays himself – a playful self that we are now familiar with. The film is short, just like the time it takes to open the account. And that promise is delivered.
Your parents brought you video games to keep you engaged in the summer holidays. Now when they can’t step out, it’s your turn to bring them something to help them tide over the summer. A very simple yet highly relevant thought that comes to life with animation. And of course, the timeless music that the brand is blessed with. The nuanced mention of ‘We’re back’ at the end deserves special praise.
Supporting the security guards with a contribution to their insurance is praiseworthy. Changing the labeling is becoming another new normal, but when done for a worthy cause, tastefully, it must be appreciated. As it does often, Cadbury ensures that the chords of the soundtrack are engineered to tug at the heartstrings. Besides what it does for the brand, this film will make viewers see their security staff with a lot more compassion.
The amount of work done by some organisations and brands during the pandemic is unbelievable. One such entity is the International Advertising Association’s (IAA) India chapter. This campaign stands out without one being charitable for the fact that it is for a good cause. ‘They would love to have your problems’ hits our conscience to tell us, ‘If you think you have problems…’ An appeal for relief funds at this time, when there are more appeals than even lockdown films, needed this hook.
Necessity is the Godmother of invention. It not just generates out of the box ideas, but also pushes the higher-ups to approve them. I am not sure what the internal dynamics were in this case but this works exceptionally well as a launch content piece. Could it have been a tad shorter? Perhaps. But we’ll see a lot more of these coming in the days to come.
If you want to do a piece of content around the lockdown, it would help to make sure that it stands out because there is a real clutter. This film rides on exceptional music talent and creates engaging visuals to keep viewers hooked. Content that entertains and engages. The way it should be.
‘Humans ave Never Stopped Flying” manages to capture the craving of those locked down to land, while reminding them of the brand. The effort that has gone in to create the film shows. Air Asia rides on an uplifting thought.
The lockdown has seen a deluge of films. When visuals and soundtracks are limited, insight and idea gain even greater significance. This piece of work for Ramzan by Wagh Bakri is proof.
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