Brand campaigns and content that stood out from a consumer perspective, reviewed.
This week we feature work from Vodafone India, Colgate India, Ceat Tyres, Fridays For Future, The Times of India, Voltas ACs, Himalaya, Birla White and Coca Cola India.
Vodafone – Friendship Uninterrupted
Quite a few brands and organisations have touched upon the plight of the elderly during the current Covid19 pandemic and attendant lockdown. Appeals to lend them a hand and a ear have been heard and seen. Here’s Vodafone, sensitively showing what else one can do for them, rooted in human truth. They do miss their morning walks and chat buddies. And Vodafone can enable them to reconnect with those buddies with video calls.
Colgate India – Sindutai | A Mother To The Homeless
This content series has been a personal favourite. Marrying Sindutai’s story seamlessly with Mothers Day is a winning ploy. The mother of many motherless strikes a chord, with a smile.
Ceat Tyres | The Unsung Heroes
When trucks salute the lockdown saviours who drive them, why not truck tyres? Especially when the brand is going beyond creating a video and helping them on the ground. Ceat has picked the right path for this trip, for one set of oft-forgotten heroes of the lockdown.
Netflix India | Thank You For The Stories (Mother’s Day)
This approach is a winner. And it seems to be working for the brand in many markets. Including India. At a time when the whole world has to hunt for stock videos and music, this category is blessed. And Netflix is making the most of it, proof of which is this Mother’s Day work. Inke paas footage hai.
Fridays For Future | Our House Is On Fire
Greta Thunberg and her brave band battling under the Fridays for Future umbrella have a fantastic tool in this film. So what of its a literal take? It captures the urgency that is needed in addressing the issue. I don’t think there could have been a more impactful way to show that our house is indeed on fire, and that we don’t seem to be taking notice of it.
The Times of India | #MaskIndia
The whole world is talking about masks and some are even giving it away free with their magazines. But The Times of India has taken ownership of it with #MaskIndia. Whoever thought ‘masking’ could be made cool!
Voltas | Mega Adjustable Stories
Carries on from the television campaign featuring the actor. Voltas makes a vital adjustment to the campaign to fit with the lockdown. And does it briliantly.
Himalaya Pure Hands | Namaste
Real time campaigns have reached new highs this lockdown season. This ode to Namaste as the purest greeting gels well with the premise of Pure Hands. It also stands out, attractively.
Birla White | Salute To Painters
Real life stories adapted for advertising are not new. True stories of inspiration in this Covid19 pandemic are innumerable. It was a matter of time before brands started tapping them. This film is an endearing ode to those with self-respect who take pride in their work, but have been forced to accept help. It is also coming through in a category that employs a large number of migrant workers. A salute to the workers; respect for the brand.
Coca Cola | Ummeedon Wali Dhoop
Very rarely has one seen an adaptation of global work that shines this bright. It is aided in no small measure by the vibrant, timeless jingle and its message. The larger message of hope is what we all need. Coca Cola delivers a sparkling dose here.
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