Here are the top 10 pieces of work featured on ClutterCutters.in from 11 to 17 May.
#10 Kalyan Jewellers | Maa, Tune Sone Ka Dil Paaya
Amidst the deluge of made-at-home and stock image-fuelled Mother’s Day work was this gem. When you have Amitabh Bachchan as brand ambassador, baritone in tow, this is the perfect route to take in a lockdown. And poetry is the one thing that can cut through without visuals.
#9 Extinction Rebellion (XR) | #NoGoingBack
‘Staying home doesn’t make us heroes,’ says this spot. It is a wake up call. And a very powerfully worded and visualised one at that, urging the world to put life at the center of the equation. Befitting of the activism and non-profit whose signature the work bears.
#8 My Choices Foundation – Mother’s Day In Lockdown
Another standout piece of work this Mother’s Day was from a not-for-profit from India. Domestic violence in the lockdown has been dealt with before this. But this piece of work deals with one almost forgotten facet of such violence – that it can lead to forced motherhood. The subject demanded intensity and the visuals and words did justice. This one made us feel their pain.
#7 ARC & Imagine Justice | #WeMatterToo
There is a real cause for worry highlighted here, of jail inmates and their plight during the Covid19 pandemic. It could not have been articulated better than by the words, ‘Because every sentence should not be a death sentence.’ The craft is there for one to see and its brilliance possibly overshadows the fact that this film captures interviews with real life inmates.
#6 WWF India | Why Should It Be Their Freedom Or Ours? (India)
We’ve been seeing images of animals joyously reclaiming their right to land vacated by humans reluctantly in the lockdown, from across the world. This is a timely reminder from WWF then, that it does not have to be us or them. The editor deserves a special mention.
#5 Polestar 2 – The Human Car (Sweden)
This Polestar work looks fresh while at the same time managing to give one a sense of deja vu through its storyline. An inviting opening sets us up for this joyride to demonstrate what the connected car can do.
#4 Emami Navtarna Tel | Raahat Raja Ki Champi (India)
A shift in stance from the ‘Thanda thanda cool cool’ oil brand, moving from Amitabh Bachchan to Dabangg Khan. The move is announced with the new star ambassador’s characteristic flamboyance in this filmy song and dance number. Befitting star entry into the brand-fold.
#3 Brooke Bond Red Label | #DooriyonMeinApnapan (India)
Staying true to the brand while staying relevant and with the times, Brooke Bond Red Label brews a humane pot of emotion in Covid times. Tastefully served.
#2 Heineken | Connections (Italy)
Every brand will try to capture the lockdown from a unique perspective and leave its mark on the audience. Some manage to, some struggle. Heineken falls in the former category with this simple plot. It always helps to have an entity one can take a dig at. In this case, Heineken connects while poking fun at those enabling – or struggling to enable – connectivity. A fun way to say, ‘Socialise Responsibly’.
#1 Byju’s | Best Way To Learn From Home (India)
Byju’s has never struggled with salience, with a brand ambassador in Shah Rukh Khan, its association with the Indian cricket team and an unmissable media presence. But if there was a creative hook missing in its campaigns, it has been discovered now. Along with a very relevant proposition for the lockdown: ‘The best way to learn from home.’ Byju’s cements its place with this campaign as the ‘Don’ of online learning in India.
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