Mast & Meh: Ariel, Starbucks India, MyFitness, Country Delight

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.

MAST

Brand – Bhima

Agency – Animal

This film is like poetry. The visuals take viewers through different stages of a mother and daughter’s relationship. It’s portrayed honestly with no filters. Of course, we do see different types of jewellery but we don’t mind it because the brand’s name is not forced on screen every now and then. The background score blends in well keeping the storyline simple and easy to follow. We need more jewellery brands to tell us good stories and not just display their product catalogue. Watch this one, you will not hit the skip icon.

MAST

Brand – Ariel

Agency – BBDO India

This spot will hit you differently. It’s raw and deeply insight-driven. The detergent brand narrates the long-term effects on impact of the unequal distribution of chores on relationships. It talks about silent separation and deeper things that brands often don’t address. It’s purposeful and impactful at the same time. It’s a Mast share!

MEH

Brand - Dollar

Agency - Lowe Lintas

The award for the most cringe-worthy advertisement would probably go to Dollar Lehar’s new commercial. We usually enjoy a play on words done in advertisements. But, this one was just plain sad. Banyan tree has a straight forward pronunciation. To mistake it for a wifebeater is a terrible attempt at humour. This ad cannot even be categorised as what we Indians love to call ‘timepass.’ Also, Saif Ali Khan didn’t add any value. Definitely a waste of marketing money and consumers time. Feel free to skip this one. This category needs a thorough refresh!

MAST

Brand - Starbucks India

Agency - Edelman India

Starbucks India has released a very heartwarming ad. Parent-child relationships are often tricky and complicated. To address an important topic such as this in such a wonderful way is truly commendable. Moreover, seamlessly integrating the brands signature style of writing the persons name on the coffee cup and announcing it was an important inclusion in the script, executed well. This one is hundred percent recommended. Do not give it a miss.

MAST

Brand - MyFitness

Agency - Collective Artists

MyFitness' latest ad campaign starring Hrithik Roshan, addresses a common gripe among fitness enthusiasts - bland and tasteless food. The ad humorously portrays gym-goers as constantly angry, which the company attributes to the lack of flavourful options in their diets. The brand's solution to this problem is the introduction of its peanut butter, a product that promises to be both healthy and delicious. While the script of the ad may not be outstanding, it does raise an important issue in a fun way. The spot’s focus on taste as well as health is a refreshing departure from the usual dry approach of fitness ads.

MEH

Brand - Country Delight

Agency - The Talesmith

Country Delight's new ad campaign featuring a young couple enjoying coconut water falls flat on its face. While the ad has no novelty and doesn't excel at portraying either the romantic setting or the comic timing, it does manage to convey a clear message - Country Delight's coconut has 'more water.' But is that really enough to make this ad memorable? We don't think so. It’s high time the brand upped its ad game.

MAST

Brand - Nescafe

Agency - McCann India

Known for its romantic campaign, Nescafe's new spot addresses the entire household this time. The spot features a mother assigning home cleaning duties to every family member because the maid has not come. Everybody makes excuses but only the son manages to get off the cleaning duty because he could make a mean cup of cold coffee. His best kept secret being of course - Nescafe. This one is high on relatability. Good one.

MEH

Brand - Godrej Interio

Agency - SoCheers

The film opens with a couple returning home to find children making a mess of things. The situation seems out of control, leaving the mother in a state of panic. However, the film takes an unexpected turn, revealing that the father had asked the children to destroy the furniture so that he could replace it with new ones from Godrej Interio's Summer Carnival Sale. The ad is a bit of an overstretch in terms of story idea and execution.