This column will feature ads that caught the reviewer’s attention for the right reasons, released or live during the week gone by. The hunt is for real work that cuts through the clutter from a consumer perspective, work that breaks new ground, work that elevates communication in the category, with an admitted bias towards campaign-able ideas.
Bata – Let’s Walk Together
‘Har tyohar ki khushi saath chalne main hai’ is a powerful and welcome thought that Bata has embraced with this Eid campaign. ‘Let’s Walk Together’ may be a profound message but it’s been told in a very relatable manner. When someone is fasting, it is basic courtesy to support them in little ways. One of them is by not eating before them. By embedding the thought in an everyday office setting and a very believable premise, Bata scores. The brand then stands tall because of the depth and relevance of the message.
Cadbury Celebrations – Meetha toh meetha hota hai
Heartwarming work that manages to capture the festive spirit and further the ‘Kuch achcha ho jaaye’ proposition. While that sounds like the norm, there’s more to this film. The way the product has been infused, as the unusual choice of gift by a couple of another faith with no knowledge of Eid customs, is noteworthy. The story therefore pivots around the gift, or the brand, that’s accepted with warmth and a ‘Meetha toh meetha hota hai’ response. While riding on the brand, the film still manages to bring a smile on your face. Enough cause for celebration.
The irreverence that the brand has used to stand out in ‘Kiska Baja’ found an instant amplifier in Ranveer Singh. From the film where he took some ‘Mi’ time to dance to ‘Sexy and I know it’ announcing his arrival as brand ambassador to these films for Redmi Note 7, it’s evident that the partnership is working for Xiaomi. While the humour and tonality stay predictable for Singh, they are used to highlight the product attribute. That remains sharply in focus.
Uber ICC World Cup Anthem – Way-o
This sounds perfect as an anthem for a global sporting event. It’s catchy, while being visually and aurally global. Thanks to the naturality of brand placements, be it people on their way to the ‘one destination’ in cabs or the food pack with ‘Uber’ on it, it works on the brand front too.
BMW – Brothers
Any festive season is also an opportunity. ‘Forgiveness lights the way ahead’ says this spot for BMW from the UAE. The story of two brothers is another warm embrace that will comfort viewers this Ramadan. How the soundtrack changes the viewer experience is evident from this version below, which seems to be user-created. Take your pick. Ramadan Kareem.
(The author is an independent content consultant and views are personal. He is reachable at email@example.com)