Super 7 ads of the week: Ads that cultivated narratives beyond promotion

This week, has included work done by Gupshup, Lemonn, Kokuyo Camlin, Jockey, Parle, Reliance Jewels, and Maggi

Niveditha Kalyanaraman
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New Delhi: To bear narratives beyond promotions is something advertisers try to achieve. 

This week, has included work done by Gupshup, Lemonn, Kokuyo Camlin, Jockey, Parle, Reliance Jewels, and Maggi. 

1. Gupshup launches debut brand film as #EveryConversationMatters

Gupshup, the Conversation Cloud platform, launched its first brand film, Do More with Conversations as part of its #EveryConversationMatters Campaign. 

The film was conceptualised by Gupshup and produced in collaboration with Meta and SisterWolf Studios.

The campaign features a brand film and a multi-city customer event series titled “Gupshup Conversations,” spanning Jakarta, Dubai, New Delhi, Brazil, and Mexico. The film, set against diverse global landscapes, features individuals from various walks of life interacting, showcasing the universal language of conversations. 

With an orchestral soundtrack, the film captures conversations between friends, families, and colleagues, and pans to speeches that move humankind forward. The visuals gradually transition into featuring more business-to-consumer interactions. A voice-over emphasises the pivotal role of conversations in sparking innovation and driving business growth. The film juxtaposes in-person interactions with brands engaging customers via chatbots. 

2. Lemonn takes drive down memory lane with reimagined Bollywood classics

PeepalCo's investment app, Lemonn, has launched its first-ever ICC Men’s T20 World Cup 2024 campaign, ‘Zero rupaiye ka kharcha, Duniya bhar mein charcha.’

The campaign aims to take viewers' down memory lane with Bollywood classics reimagined. The film is conceptualised along with the ad agency ‘Enormous.’

3. Kokuyo Camlin explores uniquely colourful world of children

Camel, from the house of Kokuyo Camel has launched its latest ad campaign Camel ki Colourful Duniya, Meri Duniya. The campaign aims to celebrate the uniqueness in every child’s art.

Conceptualised by Bombay Design Centre, this campaign includes a series of 6 films showcasing the importance of kids’ indulgence in painting and drawing. Through art, children express their individuality and help parents and educators get a peek into their colourful duniya. 

4. Jockey addresses the 'Freedom or Nothing' mindset of youth workforce

Wieden+Kennedy India has launched Jockey’s ad campaign that premiered during the T20 World Cup. 

The insight behind the campaign titled  ‘Freedom or Nothing,’ represents the concept of freedom and how it is perceived in all aspects of life by the younger generation.

The campaign aims to take a courageous stance by addressing the sentiments of a young workforce. It spotlights the new wave of professionals who champion flexible work environments and  challenge the traditional approach. 

5. Parle’s 20-20 cookies aims to give genuine reasons to smile

The campaign has been created and executed by the Mumbai team of Thought Blurb Communications.

In each film, there’s a seemingly ordinary situation with a twist. The grin that the viewer sees is the grin of confusion or consternation, or just plain resignation. And yet, it’s a smile. The message, ‘Yunhi smile mat karo, dil se khush ho jao’ got a fresh new makeover. 

6. Reliance Jewels and Scarecrow M&C Saatchi celebrate queen in every bride

Reliance Jewels has announced the launch of its “Vivaham Collection” – a range of wedding jewellery designed to make every bride feel like a queen on her most special day. 

The campaign is conceptualised and crafted by Scarecrow M&C Saatchi. 

The collection aims to pay homage to the beauty and diversity of brides from regions across India. The campaign theme, ‘Queen in You’ narrates the saga of brides embodying beauty and inner royalty on their special day. 

Released as a video series, the campaign showcases Bengali bride, Odisha bride, Maharashtrian bride, Punjabi bride, Telugu bride, Bihari bride, Delhi bride and the Karnataka and Andhra bride. 

This campaign conveys that on her wedding day, she is not just a bride but a queen. It’s a day where she takes centre stage, radiating an aura of timeless beauty. Every glance, every blessing, and every tear of joy falls upon her. 

7. Maggi encourages to create moments of togetherness with family

Maggi has launched a new campaign that aims to celebrate moments of togetherness that can spark conversations, laughter, and lasting memories, encouraging families to create moments of togetherness.

The campaign has been conceptualised by McCann and is a 360-degree activation across TV, Digital, OOH and a consumer activation via digital. 

Jockey Lemonn Maggi Reliance Jewels Parle Kokuyo Camlin Gupshup