This column will feature ads that caught the reviewer's attention for the right reasons, released or live during the week gone by. The hunt is for real work that cuts through the clutter from a consumer perspective, work that breaks new ground, work that elevates communication in the category, with an admitted bias towards campaign-able ideas.
Netflix - So what are you watching?
One question: “So what are you watching?” Multiple scenarios, featuring a motley set of people and varied circumstances. Answers ranging from “You” to “Mighty Little Bheem” to “Whatever the wife is watching” and more. Across scenarios like forced-to-watch-with-the-wife/kid to spoiler friend to couple-binging cheats to what-one-is-really-watching. The campaign cleverly and engagingly manages to plug in a plethora of shows and movies showing on Netflix India. Each film is no more than 20 or 25 seconds long and the sign-off music adds to recall and quirkiness. Thanks to the kind creators for putting all the films in one place. My favourite was the “Mighty Bheem” film, but there’s a film for everyone to relate to. The strips on Star Sports during the ICC World Cup matches asking, “So what are you watching after the match?” was brilliant.
Coca-Cola - Bhar Ke Rakho
Building on the landlord film which got Paresh Rawal and Ranbir Kapoor established strongly with the brand, this one rides the cricket World Cup fever with a simple idea. It reminds those who need to stock up on their match accompaniments to do just that. Stellar performances that one would expect from the two stars, elevate the film. “You had four years to stock up” works, on the lines of ‘You had one job…” that works wonders.
Cadbury Dairy Milk - Kuch Achcha Ho Jaaye
Building seamlessly on the ‘Generosity’ and ‘Little acts of kindness’ work from last year, this film also clicks the cricket box.
This is one of those campaigns where you can’t help admiring the nuanced and customised re-creation of a global idea. The global campaign launched January 2018 around ‘Generosity’ (moving from ‘Joy’) was articulated as “There’s a glass and a half in everyone.” The core idea was the same: to celebrate little acts of kindness. And it was told through a fantastic film, ‘Mum’s Birthday’. Keep the tissues ready before you see it.
The campaign in India last year featured a young boy giving up a bar of chocolate for his younger brother, anonymously answering his prayer. A worthy follow-up has ensued, again crafted with the Indian audience in mind and stays with the brand’s local flavour.
Spotify - Sunte Ja
The work suggests that Spotify is taking India seriously. This campaign is interesting enough for people to register the ‘Download App Free’ and ‘50 million songs’ messages. The use of celebrity is apt. The experience of Anil Kapoor and youth of Ishan Khattar represents a wide spectrum, and so does the music ranging from slow to fast to superfast. The touch of ‘Worst toss before a match?’ for the cricket season is nice. That said, “Sunte Ja’ offers scope for a lot more.
This article was originally published in The Economic Times Brand Equity