The best ads and brand campaigns of the week from India, reviewed.
#1 Cadbury Silk | #HowFarWillYouGoForLove?
Cadbury hit a new high this Valentine’s Day with its ‘How Far Will You Go For Love’ proposition. It took ownership of the line with a beautiful film that transported us to another world, accentuated by a soundtrack that resonated with our heartbeats. A world of young love laced with silk, to which the brand helped us escape. That unhurried journey was a masterclass in film-making. This one is a befitting follow-up. A seemingly outlandish plot is just what the brief demanded. This delightful film makes you want to believe in it the plot and the premise. The brand is championing the cause of making people to do a little more to express their love — and reaping the attendant benefits. It is also reminding us of the power of film.
#2 Tata Pravesh | #OpenHope
The brand’s work at the start of the lockdown finds a worthy sequel as the world enters ‘Unlock’ mode. Both are perfect for the category, so there is no sense of force-fit for Covid times. The last door that urges the world to ‘Open Hope’ spells out the mood of the nation. The journey to that door is engaging and energetic.
#3 Kia Seltos | #DontMessWithBadass
Kia Seltos has been in ‘badass’ mode from its pre-launch phase. So it’s no surprise that the language continues for the announcement of its new model. But the route this time is a tad different, with the little boy replacing the celebrity ambassador and signature character. This piece of work also comes closer to the real world of little kids turning artists on car canvases.
#4 Bingo | #BingoConnecting With Ranveer
What an idea. To have your youth icon-Bollywood-star-brand-ambassador video bomb a chat must count as another positive from the lockdown. The film captures this activity and its element of surprise rather well.
#5 Vivo V19 | Aura Screen Light, Super Wide Selfie
The only reason this is not higher up on this list is because it is part of a series and earlier work took the top spot last week. Aamir Khan and his nephew continue to delight. And the product proposition cannot be missed. A winsome marriage.
#6 FreeCultr | Hands-free Comfort
Brands in the itch-relief space have shown us the rather intimate problem and its embarrassing repercussions. An innerwear brand that makes the promise of freedom will be welcomed with relief. Freedom from itching and hence scratching, manifest as ‘hands-free’ in this campaign. The humourous execution does justice to the thought.
#7 Duroflex | #DuroAsana
A very interesting premise called the #DuroAsana is born here. The creative device of assigning an asana and a level of difficulty to every action in the lockdown is what clinches it.
#8 Uber India | #SaferForEachOther
So how does a ride-hailing app usher in Unlock 1.0? This is one way to. Safety remains highly relevant. Uber manages to spell out the importance of safety without being preachy. Along with that, the brand is also telling people that it’s back in business.
#9 FarEye | Smiles In The Last Mile
This isn’t a consumer brand and it’s certainly not the best lockdown film. But there’s a tangible connect between what the company does and our locked down lives. It enables deliveries. That message comes through clearly.
#10 POCO India | #POCOForIndia
We are going to be seeing a lot more of ‘Indian’ and ‘local’ in advertising in the days ahead, for a variety of reasons. Here’s hoping they all turn out to be as vibrant as the Poco film here.
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