Super 7 ads of the week: Spotlight on ads with a lingering aftertaste

The world of advertisements bubble wrap emotions, information and entertainment for the audience to remember beyond just the brand’s name. Pursuing this belief, there were ads that played with heart strings while some took a knife to stereotypes and some simply conveyed aesthetics in their film.

This week, BestMediaInfo has curated work done by Swiggy, Tetley Green Tea, Hopscotch, Asian Paints, The Body Shop, Wonderchef and Star Sports.

1. Swiggy converts papa to super papa in 10 minutes

Centred around the theme "Go from papa to super papa in 10 minutes," the campaign featuring a father-daughter duo exemplifies Swiggy Instamart's commitment to delivering unparalleled convenience to every consumer in every situation.

It portrays the special bond between fathers and daughters, as it traverses through relatable, slice-of-life situations and hiccups that are quickly resolved with Swiggy Instamart’s 10-minute deliveries.

The campaign hinges on a simple, yet universal insight: No matter how much we plan, something can always go wrong. The fridge breaks down in the middle of the night. Your teenage daughter remembers she needs something for school urgently. The list goes on.

These TVCs capture the essence of fatherhood, showcasing moments where fathers effortlessly tackle unexpected challenges with a little assistance from Swiggy Instamart. With Swiggy Instamart by his side, the father effortlessly manages to fix his daughter's needs in a matter of minutes, earning him the title of #SuperPapa in her eyes.

2. Tetley Green Tea challenges body shaming with #everyBODYcan

We have a habit of giving seemingly ‘adorable’ nicknames to kids based on their physical appearance such as ‘Golu’, ‘Ladoo’ etc. Although they sound endearing and harmless, these stereotypical nicknames can sometimes end up hurting the kid’s self-belief.

These nicknames can often serve as reminders telling them that they can’t do certain things if they are of a certain body type, forcing them to grow up and sometimes actually live up to these nicknames. The film from Tetley challenges the biases that crop up because of such nicknames leading to inadvertent body shaming. The film showcases the story of one such woman with a nickname ‘Golu’ who grows up and does all that she sets out to do (against the perceived judgement of others), thus sending out a message that #everyBODYcan.

3. Hopscotch celebrates kids and their unique fashion choices

The campaign – under the tagline ‘We get kids’ fashion’ – aims to be a clarion call to parents that their kids’ fashion choices are unique, and their voices must be celebrated.

It is often a debatable concept, if the kid has taken after their mother or their father but this ad shows that kids have their own fashion choices and it must be appreciated.

Parents tend to forget that kids have a mind of their own especially when it comes to things like style and colours. That’s not something they inherit or imitate. It is this uniqueness that the campaign celebrates.

4. Asian Paints tailors itself for Kerala showcasing its culture and traditions

‘God’s own country’ just got its own custom packaging in a paint! Honouring the heritage, art, culture and traditions of Kerala, Asian Paints has launched a special edition packaging for its ultra durable luxury exterior paint, Apex Ultima Protek.

From traditional dance forms like Pulikali tiger dance and Kathakali, to festivals like Paripally Gajamela and the backwaters and houseboats of Kerala, the advertisement showcases symbols of state. It also features illustrations of the Ayurvedic massage, the Sadya feast, and the orchestra of Kerala, Thayambaka.

5. The Body Shop encourages women to bloom in their own power

Drawing inspiration from The Body Shop’s British Rose collection, the film aims to highlight the idea that every woman has the potential to bloom by caring for themselves and helping those around them to grow.

Teamed up with model and actress Diana Penty, this message aims to encourage women to prioritise self-care and speak up for themselves, embracing an unapologetic stance in the pursuit of their own well-being.

6. Wonderchef's #CookTogether challenges traditional gender roles in the kitchen

The film breaks the stereotype that only women are required to cook at home. #CookTogether highlights the importance of gender neutrality in the kitchen and promotes inclusivity and equality, establishing cooking is for everyone. It need not be a chore; it can be a pleasurable activity full of love and enjoyment.

The film seeks to inspire individuals to embrace cooking as a form of self-expression, irrespective of societal norms.

7. Star Sports believes ‘Ajab Rang Dikhega’ in fandom expressions to IPL

Inspired by real-life fan stories, moments seen on social media and true events of fandom, the film aims to bring alive moments of togetherness to unleash a plethora of diverse emotions. It celebrates the idea of “better together” by representing diverse groups of fans whose experience of Tata IPL 2024 and emotions attached with players, matches and match situations are elevated when they watch together.

The film features four IPL captains and Star Sports ‘Believe’ ambassadors – Rishabh Pant, Hardik Pandya, KL Rahul, and Shreyas Iyer – representing fans in different situations, each representing different emotions which take over when one experiences key moments of the games in groups.

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