MAST
McDonald’s – Meals Make Families, Dadaji’s Special Message
Agency – DDB Mudra
Brands typically shy away from any reference to death in advertising (unless it’s for insurance or road safety.) It’s even more rare to see a family brand like McDonald’s make a reference to death in one of its commercials. But that’s exactly what this film does in a beautiful, whimsical and touching way. The focal point is a conversation between a grandmother and her grandson who wonders whether dadaji can get burgers in heaven. This spot is all things warm and wholesome. A classic ad that doesn’t lose sight of the brand and what it means to people, using simple but evocative storytelling to drive home the message – Meals make families. It is bound to put a smile on your face and burger in your hands.
MEH
Sleepyhead – Fabulous Living
Agency: Leo Burnett
We’re not sure what actor Ranveer Singh adds to this ad apart from his celebrity quotient. Instead of dialing up the iconic Bollywood star’s quirky and OTT character, this spot dials it down in every aspect except his attire. Sporting a bright yellow jacket and big diamond studs in his ears, Singh lulls the couple in the ad, and viewers watching it, into deep sleep as he rattles off the product’s features in a whisper. They were onto something here and we can’t help but wonder what held the creative back.
MAST
Man Matters – Keshastra
Agency – Spring Marketing Capital
Everyone loves a good spoof. They’re fun, entertaining, comical and bizarre all at the same time. Recently, Man Matters had the audacity to create a spoof on what is the most popular movie trailer in India today, Brahmastra. In Man Matters’ spoof trailer titled ‘Keshastra’, we see the lead ‘Keshav’ whose ancestry involves a long list of bald men, struggling to maintain a head full of hair. He decides to take it upon himself to prevent the evil forces of ‘stress’, ‘poor diet’ and ‘dandruff’ from taking over the world and causing all men to go bald. In his quest, he comes across a wise man who bestows upon him the ultimate weapon required to win this battle, The ‘Keshastra.’ We see the triumph of good over evil as Keshav defeats the evil forces in an all out smackdown. Man Matters very cleverly incorporated that they provide products catered to the needs of each individual consumer after doing a thorough case study. The spoof managed to tick all the right boxes. It was entertaining, catchy, hilarious and overly exaggerated. All in all, a cool and contextual way of marketing their services.
MAST
Cadbury Bournvita – The Boy Who Failed
Agency: Ogilvy
It’s easy to forget one is watching a brand film when the words and the images consume your thoughts. The only time you realise the video is essentially an almost 4-minute long ad is when we see the ‘boy who failed’ sipping hot chocolate milk from a cup that says Bournvita. There’s no preaching or moral lesson about failure and learning shoved down the viewer’s throat. Just evocative writing and storytelling. Watch and listen to the words as a mother teaches her children a life lesson. This is a masterclass in long-form advertising.
MEH
CountryDelight – Milk mein Chemical Locha is a No-No
This ad by CountryDelight highlights an important issue. It is very possible that the milk we consume in our homes could be adulterated and can contain chemicals. Country Delight ensures its customers that the milk they deliver to homes comes directly from farms after completing more than 26 purity tests.
In the ad we see multiple day-to-day scenarios where the milk contains chemicals. However, the ad itself is very basic and the background score was very irritating to hear. Moreover, it felt very open ended, lacking closure. On the plus side, it does manage to garner attention towards the brand and in turn consider it as a visible option for bringing fresh milk to our homes.
MAST
Work: Chess Olympiad 2022 – ‘Chaturangam: A dance depiction’ by Pudukkottai district administration
While it doesn’t strictly qualify as an ad, we can’t help but make a special mention. ‘Chaturangam: A dance depiction’ is an mesmerizing almost 4-minute long video released by the Pudukkottai district administration to promote Chess Olympiad 2022. It is a crossover between the game of chess and Tamil Nadu’s classical folk and martial art forms. Conceptualised and choreographed by Pudukkottai collector Kavitha Ramu, it is a stunning example of celebrating India’s deep and rich cultural heritage in a contemporary context.
MEH
Asian Paints – Waterproofing Ka Champion
Agency: Ogilvy
Asian Paints managed an excellent pairing when it got PV Sindhu and Ranbir Kapoor together, sharing screen space for a campaign that promotes a new waterproofing paint product. Alas, it fell a bit flat in our view. With two champions of their respective fields in one frame, the possibilities seemed endless. Instead what we got was a tepid attempt at humour and a strained connection with the word champion. This one’s a hit and miss.
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