Every day, creative agencies around the world create hundreds of advertisements to leave a lasting impression on consumers’ minds. BestMediaInfo have chosen ads that piqued their interest with their innovative idea or execution.
This week, our list includes ads by ICICI Lombard, Cif, Rungta Steel, The Health Factory, Dabur Chyawanprash, Amazon and Kurkure.
1. ICICI Lombard, where gaming meets insurance
The ad film breaks away from the industry's reliance on celebrity endorsements and chose to marry the thrill of gaming with the pragmatism of insurance.
At the core of the campaign is a film set in a virtual gaming world, which mirrors the real one. The protagonist faces life's challenges in a third-person game interface and the life or power bar, a key element in the narrative, ebbs and flows in response to the character's experiences.
The protagonist faces the challenge of making choices between healthy and unhealthy options, showcasing the impact of these decisions on their health. It visually depicts how life's trials, like an unexpected illness or an accident, deplete our 'power,' metaphorically emphasising the vital role of insurance in such scenarios.
2. Cif brings back “Rasode me kon tha?”
Taking a walk down viral content lane, Scrub Daddy’s debut into the Indian market has leveraged the viral “Rasode me kon tha?” route. The American Shark Tank product, Scrub Daddy went viral on TikTok, and in 2023, had partnered with Unilever’s Cif.
The promotional video unfolds with Mukhate engaged in dishwashing while Patel, portraying Modi from the Star TV series Saath Nibhana Saathiya, calls out to him. Subsequently, Modi steps out from the TV realm to impart wisdom on selecting the appropriate dishwashing sponge, advocating for Cif's Scrub Daddy. The scene then breaks into an impromptu song and dance routine.
The ad references the viral "Rasode me kon tha" line, with Modi donning the same sari as the iconic scene, ensuring instant recognition. Its caption, “Aaj se rasode me Cif Scrub Daddy hoga!”, further plays as a parody on the viral dialogue.
3. Rungta Steel, where SRK crashes Alia Bhatt and Ranbir Kapoor’s party
The film has SRK, Alia Bhatt and Ranbir Kapoor reprising their roles as Raees, Gangubai and Ranbir Kapoor and ‘rockstar’ Jordan.
The storyline takes an unexpected turn as SRK’s character makes a dramatic entrance from the roof instead of the conventional door, leaving ‘Gangubai’ and ‘Rockstar’ astonished.
Highlighting the significance of Rungta Steel in the narrative, Khan delivers the memorable line,”Ghar Rungta Steel se banaaya huwa tha, toh Raees yahan se nahin aa pata.”
4. The Health Factory’s Bread brings platter of health and bread
The campaign enlists food influencer Kunal Vijaykar and lifestyle influencer Janvi Limbachiyaa to drive home the campaign.
This campaign aims to emphasise the delectable side of health, featuring The Health Factory’s breads.
When Limbachiyaa sees Vijaykar eating a sandwich, she guesses that it has a lot of ‘maida’, which makes it unhealthy. To this, Vijaykar replies with the campaign’s tagline, “#TuJaantaNaiMeraBreadwalaKaunHai”.
The campaign showcases The Health Factory’s range of zero maida and protein-rich breads.
5. Dabur Chyawanprash addresses student’s mental health during exams
Dabur’s latest campaign, "Exam Time, Dabur Chyawanprash Time," is aimed at addressing the physical and mental wellbeing required for students, during exam preparations.
The campaign also highlights how Chyawanprash is an immunity provider and a supporter of cognitive health benefits.
6. Amazon delivers 4500 feet above sea level
Situated in the upper Himalayas, nested at 4500 feet above sea level, Maharishi Ashram in Gajoli is a serene haven for close to 60 meditation practitioners in India. It’s an ashram where people come from around the world to practice meditation and find inner peace. The ashram is isolated and disconnected from the rest of the world to ensure no distraction from the external world.
While this is a conducive environment for the practitioners, the location makes it extremely challenging for them to access daily essentials. Coming down to the closest town includes a 30–40-minute trek through hilly terrain to the nearest village Gajoli, and then a local public transport to nearest town Uttarkashi.
This journey is not only difficult but also time-consuming, as there are no shops or delivery options in and around the Ashram area. Things changed in 2020, when Amazon.in became the first and only e-commerce company to deliver to Maharishi Ashram in Gajoli village. It opened a world of possibilities where practitioners could order things from any part of India, and they were delivered to them right at their doorsteps.
Amazon launched its operations in the region with a Delivery Service Partner station in March 2019, catering to the population in and around Uttarkashi. Identifying a specific need for the Maharishi Ashram in Gajoli, the station started delivering to the ashram in early 2020.
For the delivery associates, the journey involves an unusual mountain path for a 25-kilometer bike ride and an over 3-kilometer trek through a terrain with high-rise ridges, hills, and plateaus. The rarity of flat areas makes the journey particularly difficult during the winter and monsoon seasons.
7. Kurkure embraces spirit of anti-hustle
With the campaign’s tagline ‘Chatpate Se Sab Patein’, the brand aims to inspire individuals to liberate themselves from the pressures of a set culture and wholeheartedly embrace the freeing spirit of anti-hustle.
The TVC kicks off with Khan as a bride, looking radiant on her wedding day, standing on the stage. When her boss, Sanjay, gets on the stage to congratulate her.
Khan, in good spirits, jests about the reason her phone is always busy, the person who wishes her good morning before her mother, the person who keeps chanting longer than her grandmother and the person who will unexpectedly be third wheeling on her honeymoon with Sanjay being at the epicentre of all these situations.
The revelation of Sanjay as her boss results in a playful interaction, leaving the wedding guests in laughter. The TVC concludes with Sanjay claiming that he’s just her boss and only wants ‘kaam’ with a swift and witty reply from Sara- That’s right Sir, CalmDown!
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