It is a near impossible task to create a ‘Top10’ of the year that the entire universe will agree on. Nevertheless, we try, with the conviction that there deserves to be a pedestal for the best of the best, based on some parameters which, even when unstated, would be evident to the trained eye.
But first, a shout out to the ones that made the longlist. And here are the brands that made it to that list from which the ‘Top 10’ were picked:
- Parle G – G For Genuis
- Laadli (Population First) – WFH Harassment
- Tata Sky – Lohri
- Byju’s – From Parents To Partners
- Aisle – One By Two – Made For Indian Romance
- Dove – Stop the Beauty Test
- Surf Excel – Rang Achche Hain (Holi)
- Cadbury Silk – How Far Will You Go For Love? (Valentine’s Day)
- Unacademy – Teach Them Young
- Tanishq – When It Rings True
- Facebook – Kaju, Rizwan
- TrueCaller – Shabd – #ItsNotOkay
- Vi – #SpeedSeBadho
- PhonePe – Best To #JustPhonePe
- Upstox – Karke Toh Dekho
- JustDial – India Ka B2B MarketPlace
- Bison Panel – From Home Boats to Home Cabinets
- LivSpace – Don’t Try This At Home
- Taj Mahal – Fursat Wali Chai
- CRED – Great For The Good
- Bhima – Pure As Love
- Cadbury Dairy Milk – Say Thank You
- TVS EuroGrip – For A Country Full Of Turns
- Fogg – The Elephant In The Room
- P&G Shiksha – Munni
- The Pink Foundry – Your Skin Is Stronger Than You Think
- Tanishq – Little Big Moments
- Zee5 – Stories
- Lenovo Ideapad – Bilkul Dost Jaisa
- JSW – #RuknaNahinHai (2021)
- DisneyPlus Hostar – Gogo Is Back
- Glow & Lovely – Post Olympics Film
- Malabar Gold – Brides of India
- HDFC Mutual Fund – Barni Se Azadi
- Cultfit – Fitness Is Not An Option
- Amazon – Raksha Bandhan (2021)
- CEAT Securadrive – Baraat, Cricket, Delivery
- Ambuja Cement – Deewaar 2
- Cadbury Dairy Milk – Good Luck Girls
- BPL – Happy Little Things
- Mahindra Furio – Double Guarantee
- Tata Cliq – Every Relationship Is a Gift
- Instagram – We Are In The Making
- Dream11 – #DreamBig
- Groww – Yeh Market Sabka Hai
- Swiggy Instamart – Chocolates, Tea, Soap
- HP – Diye Se Diya Jalao
- Tanishq – Marriage Conversations
- Centre Fresh – Pardah
- Godrej Properties – Everyday Joys
- PaisaBazaar – The Sweet Sound Of Wood
- Campus Shoes – What’s Your Move?
- PolicyBazaar – Zingadi Ka U-Turn
- Vedantu – Proud Of You
- McDonald’s – Eatqual
- Winkies – A Different Christmas
- Vim Liquid – Nazariya Badlo
Now the purpose of putting out the longlist isn’t to tease or maximise traffic. That explains why it’s not been put out as a separate story. The reason we feel the need to publish the longlist is that with a different set of lenses, perhaps, the top 10 that comes into view would be different.
So how did we arrive at the longlist, you ask? Let’s start at the beginning.
ClutterCutters.in publishes a weekly ad reviews column ‘Work That Speaks’, selecting the mainstream work that stands out and helps take advertising in the category up a notch or more. How does a piece of work elevate the category’s advertising? By raising the bar, by changing the goal post (for good), by finding a larger purpose, or even by zigging to find flavour and favour when the world zags. By doing the category codes better, doing them differently, or rewriting them successfully.
From these weekly reviews, a monthly top 10 picks even fewer campaigns on the basis of the above parameters, delving further into the strength of strategic thought, originality, creative manifestation and quality of execution – in that order.
From the ones that made it to the monthly Clutter Cutters Top 10 from January to December 2021 came the said longlist, comparing work across months to see which really were the ones that stood out. It’s taken a couple of weeks of thought and a hell of a lot of stress before we could zero in on the top 10.
From the longlist, in our view, these are the top 10 – the clutter cutters that defined the year gone by.
#10 Cultfit – Fitness Is Not An Option
#10 LivSpace – Don’t Try This At Home
#9 Tata Cliq – Every Relationship Is a Gift
#8 Cadbury Dairy Milk – Good Luck Girls
#7 Unacademy – Teach Them Young
#6 Dove – Stop the Beauty Test
#5 Tanishq – When It Rings True
#4 CRED – Great For The Good
#3 HP – Diye Se Diya Jalao
#2 Byju’s – From Parents To Partners
#1 Bhima – Pure As Love
(Curated by www.ClutterCutters.in. Exclusive to FE BrandWagon Online. Feedback/inputs welcome at: Campaigns@ClutterCutters.in / gokul.campaign@gmail.com.)