By Gokul Krishnamoorthy
After a week-long hiatus, the Work That Speaks ad reviews are back.
GLP India | #HappyThings
The little things that bring us joy have been captured in this #HappyLittleThings campaign. The brand is not trying to position itself as the new, life-changing paradigm that has just arrived. The benefits of the product are detailed once the viewer has been controlled. Related situations and relevant and understandable statements make this work. It is not the technology that matters; it is what technology offers that makes the difference in a consumer’s life.
Coca Cola | Khud Ko Jagaa Ek Thanda Lagaa
The wow sound (kolavai in Tamil) has been deployed as a new device to good effect here. The little earthly city that India represents comes to life with the young protagonist, cricket and the brand right where it should be.
Cadbury Dairy Milk | Kya Swaad Hai Zindagi | #Good luck girls
If there was a good time to recreate this iconic commercial with a gender change, it is now. Unsurprisingly, Cadbury Dairy Milk makes its way out of the park again.
KFC | Naya Chakoge Toh Naya Karoge | Great khali
The Great Khali draws our attention. And his 32-egg breakfast and fight routine finds a change after he tries KFC’s new offering. Nice detour from category codes.
Kellogg’s | #BreakfastSeBadhkar | Energy they deserve
Iron, calcium, vitamins … we’ve heard all of that before. It also has the energy of Arti and Gayatri now, says the brand, thus humanizing the tone. The nutrition category is evolving and this is a manifestation of that. The mother who plays hockey with her two daughters is a nice touch.
Snickers | So hungry? Grave A Snickers
‘It’s Not You When You’re Hungry’ finds a sequel here that is a bit more insane (the crazy hungry kind). There should be more in this issue for the work to have a real impact.
Thums Up | Toofan Wahi Jo Sab #PalatDe | Bumrah
The brand is improving its game ahead of the T20 World Cup of which it is a sponsor. Bumrah is a wise choice, as is the story chosen to be portrayed here.
Bajaj Electricals | LED | Kaam Ka LED Kamaal Ka LED
Pepsi | Money Heist Match
The brand keeps the loot and makes the most of the ‘Heist’ season and some Tiger Shroff action. Coming out of a jury session, I can hear some of the jurors say, ‘Is there a shorter version?’ In this case, I’m sure there could be one.
Boost | The secret of our energy (2021)
In keeping with the taste of the times, Boost puts a girl on stage to bowl with MS Dhoni. Well played.
Tinder India | Closing
This is a great content initiative from a brand in the online dating category. The issue of consent has been approached, with the seriousness and subtlety it deserves, even.
Disney + Hotstar | Sab Hain Siway Shahrukh Ke
A wonderful, out-of-the-box approach to listing the stars whose shows are on the platform, using a star that isn’t. Congratulations to the sports star who agreed to do this.
Ambuja Cement | Deewar 2
Fun ads like these make boring categories interesting. Here’s a brand known for its good work breaking up the mess once again. The execution elevates the film to another level.
Rupeek | Sone Pe loan, directly from home
Two things work well for this job. The first is the casting, which is something new on the minds of the soundtracks that have seen the couple on screen in recent times. The perception of people that they feel “small” when they have to ask for a loan constitutes the fundamental truth that the couple gives life.
Tata CLiQ | #TheLuxeLife | Where quality is nurtured
‘Where quality is nurtured’ and display give ‘unhurried luxury living’ the respect it deserves. The chosen route of ‘slow commerce’ differentiates the subcategory of the fast and commodified world of electronic commerce.
Durex Flavored Extra Fine Condoms | #FeelTheFlavor
Benefits such as ‘extra fine taste’ in a category like condoms are extremely difficult to communicate. The brand manages to do it here, brilliantly, with the right balance of spice and poise.
LinkedIn | A new balance
We are all humans and individuals first and then professionals. Unfortunately, it is something that many cannot prioritize. Who better to talk about work-life balance than LinkedIn? And this era of the WFH is as good a time as any to do it. Adding one’s role in personal life to the job designation adds another dimension to LinkedIn and how it is perceived.
MobiKwik Zip | Spend now, pay later
The tone is unambiguously explained in these brief spaces. And each of them is very visible.
HDFC Ergo | Optima Secure | Sabse Bada Sach
They say, “Make it interesting before you launch the product.” In this case, the launch takes place within the interesting scenarios.
(Curated by ClutterCutters.in. Exclusive to FE BrandWagon Online. To submit campaigns or add credits, email: [email protected]).
Also read: Martin Sorrell’s S4 Capital acquires technology services firm Zemoga