View ads from the video countdown in full and read the reviews below.
#10 MakeMyTrip | Hogi Umeed Ki Jeet
The flow is familiar, but the impact is still there. Many tourism-related ads are stoking the hope that one harbours, even latent, of taking off again. If that was the agenda, this one succeeds with its poetic narrative.
#9 Sunfeast Dark Fantasy | A Lot Can Happen Inside
Two music videos share this slot this week, with good reason. Sunfeast Dark Fantasy’s ”Can’t Wait Won’t Wait’ jingle hits the spot, even when tied to a lockdown video with a message essayed by a spunky young cast.
#9 Kingfisher | Divided By Screens, United By Kingfisher
The advantages of having a signature jingle have been underlined by brands in the lockdown. Kingfisher marries its popular tune with its well-established ‘Divided By Teams, United By Kingfisher’ theme here. So what if there is no IPL? Interestingly, this spot doesn’t seem to worry about taking the surrogate route, possibly because it is only digital.
#8 Pampers | #WelcomeToTheWorld
The tone of voice is quintessentially Pampers. Soothing, with a reassuring message for the new arrival in the lockdown. It is also a positive stroke that many of us could do with. Another reminder of the goodness awakened in this crisis.
#7 W For Woman | #WIsM
A fresh insight from the fashion brand for women helps it stand out. W comes a little closer to men and women with this revelation on the impact the lockdown has had on the equation between them at home. A smart play on W is M tilts the scale further in the brand’s favour. The soundtrack is a definite bonus.
#6 India Gate Basmati | India Ki Purani Aadatein
Rooted in insight, and again, highly relevant to the lockdown. What differentiates potentially tiring locked-at-home imagery in ads is the insight it is born from and how it is delivered. This one reminds us of the purani aadats rediscovered in the lockdown and manages to establish India Gate as the enduring habit. Well placed, well played.
#5 Tata Motors | Neki Hi Noor
Neki and Ramzan go hand in hand. This is not a first attempt in the space by Tata Motors, whose film from last year warmed hearts across the world. It has managed to position itself in the context of Ramzan in the lockdown this year and stir viewers. It has also managed to deliver despite the constraints.
#4 Budweiser 0.0 | #WassupBudChallenge
Budweiser manages to make its imprint on the lockdown borrowing from its iconic advertising of the past. This spot may be inspired, but it stands out with a twist in the end. Being high on the entertainment quotient doesn’t hurt and this is funny proof.
#3 Voltas Fresh Air Coolers | Garmiyon Ki Mazey Bina Garmi Ke
This is a cool take on the summer heat. When the whole world zigs, Voltas turns the season on its head to focus on the joys it brings. The brand is promising to do the same for its customers.
#2 The Jimmy Nelson Foundation | SOS
Once you get drawn into this film (which in my case was right at the start), there’s no going back. It’s hard to label this though technically it might be a documentary, made as it is with real pictures and footage of indigenous tribes from across the world. Its also long enough to be one. The way it flows doesn’t fit that description though. The rich visuals and pulsating soundtrack make for a fast-paced walk-through till the message is delivered. And then, you blink. This goes where no one has gone before.
#1 WakeFit | Open Letters
If we needed evidence that on-screen performances can elevate ad spots, here they are. This doesn’t allow the artistes more time to impress, it demands that they stay impressive throughout the relatively long content piece. But length is not a matter of concern when there are slices of locked down life, entertainingly told. Where the films could have gone wrong is with the brand placements, but they don’t. The writing ensures that it isn’t intrusive and in fact happens near the very end. When you’re confident that the viewer will stay till then, you can afford to save that part for last.
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