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Best of 2011: Airtel's 'HFZ' and Cadbury's 'Shubh Aarambh’ rate high

BestMediaInfo elicits the most loved ads in the eyes of the industry’s best-known creative minds

Surbhi Chawla & Neha Saraiya | New Delhi | January 16, 2011

2011 was another remarkable year for the advertising industry with a lot of interesting work being rolled out. There is also not an ounce of doubt that last year saw a lot of creative highs being achieved and advertisers deploying some effective ways of using viral advertising.

A great ad always stays stuck in the people’s sub-conscious – it could be because of the visual delight, great storyline or the song or the racy notes. They are the true clutter-breakers and set new benchmarks in creativity. Be it Airtel’s ‘Har Friend Zaroori Hota Hai’ campaign or the Vodafone Blue campaign, or even the Reliance Silent Anthem, each of them have a fairly high recall value.

Best Media Info quizzed some of the best known creative minds in the industry to find out which ads they remembered most – off the cuff. Here’s the compilation.

KV Sridhar aka Pops

National Creative Director

Leo Burnett

“According to me, they will be Airtel’s ‘Har Friend’, Pepsi’s ‘Change the Game’ campaign and Cadbury’s ‘Shubh Aarambh’ campaign. The Airtel ad was a good piece of work – fantastic jingle – and the way it has been presented is great. It has brought in a wave of freshness and the youngsters have identified with it. The Pepsi campaign too connected with the youth. The ingenious shots and the way cricket as a game is presented has been the highlight of this campaign. As for the Cadbury’s campaign, we live in a competitive world, and everyone is striving to put their best; in such cases one rarely gets time to celebrate. This campaign spreads the message that everyone can celebrate.”

Bobby Pawar

Chief Creative Officer

JWT

“I will be a little biased about the work that Mudra has done and according to me my three top of mind campaigns for 2011 are the ‘Silent National Anthem’ by Reliance, the Volkswagen Jetta campaign and Cadbury’s ‘Shubh Aarambh’ campaign. I think the Cadbury’s campaign had a great idea and insight. The Reliance ad has been seen by most in cinema halls and has been much appreciated. Even otherwise it’s is also one of the top ten viral videos of last year. While the Volkswagen ad is really a very simple idea but it is also something that has not been done in a long, long time.”

Swapan Seth

Chief Executive Officer

Equus Red Cell

“Top of mind I would only recall the Airtel’s ‘Har Friends’ ad and the Horlicks commercial with the lady and her teenage son. The reason why the recall value of these ads was high is that both the ads rested on simple insights and were shot with a simplicity that was endearing and therefore enduring.”

Prathap Suthan

Chief Creative Officer

iYogi

“There have been so many great ideas churned out in 2011. My personal pick will be quite a handful and they are Airtel’s ‘Har Friend Zaroori Hota Hai’, Amaron batteries ‘Life saver’ campaign, Titan’s ads with Aamir Khan about the light powered watch, Cadbury’s campaign with kids at the bus stop and staircase TVCs, and Reliance’s ‘Silent National Anthem’ with blind kids.”

Abhijit Avasthi

National Creative Director

Ogilvy India

“I will talk about non-Ogilvy ads to avoid any bias. The first campaign I liked a lot was the ‘Tanjore painting’ TVC for Google Chrome (BBH). It’s a simple and analog way of extending digital products and I think there is a something really sweet about it. Then I also liked the Pepsi ‘Change the Game’ campaign done by TapRoot India. It’s a sweet way of connecting non-cricketing fans to the game of cricket.”

Josy Paul

Chairman & National Creative Director

BBDO India

“The top three ads of 2011 are integrated campaigns that go beyond just film but cover many touch-points. I have chosen these keeping in mind the Effies awards – combination of creative and effectiveness. The first campaign is Airtel’s ‘Har Friend Zaroori Hota Hai’ followed by ‘Aviva Great Wall of Education’, Cadbury's Dairy Milk and Gillette ShaveSutra, which both tie for third place. Cadbury's Dairy Milk and Gillette ShaveSutra won gold at the Effies. ‘Aviva Great Wall of Education’ won a silver at Effies and Airtel has won our hearts with a insightful and hummable song.”

Rajiv Rao

National Creative Director

O&M

“There is no order for my likings. But the first ad that I can think of is the Airtel ‘Har Friend Zaroori Hota Hai’ campaign. It’s a great idea and track, and also good fun at the same time. Secondly, I enjoyed watching the Cadbury’s ‘Shubh Arambh’ commercials. I think all the scripts are charming, the performances of actors is well played. The story scripted around family is so likeable about the couple. Lastly, I would choose the Cadbury 5-Star ‘Ramesh & Suresh’ campaign. I think it was totally brilliant. It’s not only a great but also a crazy idea! It’s so entertaining every time you see it.”

Airtel Har Friend Zaroori Hota Hai TVC:

[youtube]http://www.youtube.com/watch?v=Tri6zlpzDs0[/youtube]

Cadbury In-Home Romance TVC:

[youtube]http://www.youtube.com/watch?v=3l_UBH_wX3s[/youtube]

Neha@BestMediaInfo.com / Surbhi@BestMediaInfo.com

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