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In Conversation With Raja Rajamannar, Mastercard

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In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

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In conversation with VMLY&R’s Hari Ramanathan

The Enforcement Directorate (ED) on October 10 arrested four executives of Chinese smartphone maker Vivo, including one Chinese national, a report by news agency Reuters said, citing sources privy to the matter.

These arrests come at a time when rising tensions are being witnessed between Beijing and New Delhi over issues ranging from border disputes to India’s increasing scrutiny of Chinese businesses and investment.

Vivo and the country’s Enforcement Directorate (ED) did not immediately respond to requests for comment made by email and telephone.

The executives were arrested in relation to an ongoing 2022 case where the ED raided the company’s offices and accused it of money laundering, first of the sources said.

The company has repeatedly denied the allegations. It has previously said it cooperated with authorities to provide them with all required information and was ”committed to be fully compliant with laws.”

The first source said Vivo executives were summoned to the ED’s Delhi office for questioning, and then arrested. They will appear in court later on October 10, the source added.

In 2022, the ED blocked 119 bank accounts linked to Vivo’s India business, but a court later revoked the move.

Police have formally accused Vivo Mobile and fellow Chinese smartphone maker Xiaomi Corp of helping transfer funds illegally to a news portal under investigation on charges of spreading Chinese propaganda, documents showed on October 6.

ED arrests four Vivo executives, including one Chinese national

Consumer sentiment and behaviour have evolved post Covid, and brands are adopting new methods to grow with the change and effectively engage consumers.

In a chat with Storyboard18, Deepender Rana, Executive Managing Director, South Asia, Insights Division, of analytics firm Kantar  talks about why the revenues of Indian brands only saw a small dip even when global brands suffered significant lows, changing consumer preferences, the importance of brand equity, cautious optimism, and more.

 

Excerpts follow:

 
<strong>
The latest report from Kantar shows that Indian brands have been resilient compared to global ones. What are the reasons for this?</strong>

Other than a minor dip in value of around 4 percent in 2022, Indian brands have been resilient. This decline, though small, stands in stark contrast to the global trend, which has seen a 20 percent drop in value.

This resilience can be attributed to two key factors. Firstly, it reflects India's stability. Secondly, India is less susceptible to global economic headwinds as only 28 percent of the value revenues of Indian brands come from their overseas operations.

Additionally, Indian brands have adeptly managed challenges such as inflation, which was a significant concern last year but is now subsiding. Their success in this regard highlights the importance of building strong brand equity. Brands with robust equity can, for instance, increase prices without losing market share.

 

<strong>What factors contribute to the emergence of new players in the brand valuation  rankings?</strong>

The emergence of new players in brand rankings can be attributed to their ability to disrupt categories and generate substantial revenues. This disruption can be a unique business model or challenging established category norms. In many cases, it's a blend of both factors. PhonePe and Cred are the perfect two examples. 

Moreover, these brands have capitalised on evolving trends, leveraging these shifts to their advantage.

However, it's crucial to acknowledge the associated risks. Startups, while rapidly creating financial value and enjoying strong investor support, can experience swift value erosion if they fail to offer a compelling value proposition. This underscores the enduring importance of brand equity.

Before the pandemic, brand equity was already significant, and this importance remains undiminished in the post-Covid landscape as well. However, the metrics for assessing brand value have evolved. Pre-Covid, factors like purpose held less prominence, but now, sustainability has emerged as a robust building block of brand equity. Brands must adapt to these new dimensions, harness them to boost their equity and effectively engage with consumers.

 

<strong>Growth of digital isn’t new but it’s still hard to ignore its scope. What are the emerging trends there?</strong>

Digital spending is set to reach 56 percent of total media expenditure, with a significant 70 percent of media spending growth attributed to digital channels. The digital landscape has evolved, encompassing diverse platforms like addressable TV, OTT, social media (e.g., Facebook and YouTube), and influencer marketing.

Measuring the impact of influencers remains challenging, though they hold substantial influence on brand ROI, as revealed by our media reaction study. However, the effectiveness of digital spending is short on robust measurement, leading to potential wastage. Unlike television, digital content can be transient.

As digital continues to expand, advertisers face increased choices and scrutiny. Furthermore, the gradual decline of cookie tracking, vital for ROI tracking, poses a significant challenge.

Thus, measuring the effectiveness of digital spending, particularly outside major platforms, becomes more complex and necessitates close attention.

 
<strong>
There has also been significant growth outside of metros. What are your observations around brands looking to market and sell in the Bharat market?</strong>

India is incredibly diverse, with multiple facets to consider when devising a winning strategy. It's crucial to move beyond the major metropolitan areas and focus on multiple categories. There's ample room for growth, especially in burgeoning sectors like e-commerce, which is entering its second and third years of expansion.

Given India's vast untapped potential, growth will increasingly originate from smaller towns and regions. However, creating sustained value in these areas is more challenging than in tier-one cities, demanding persistent effort. Leading brands are investing in category creation, distribution, and channel development to tap into this potential.

Moreover, local brands play a significant role in rural areas, often catering to local preferences. To compete effectively, both established and local brands must adapt their products and communication strategies to resonate across diverse Indian markets.

 

<strong>Where are the purchases happening? Online or offline?</strong>

There's a significant consumer segment that prefers to visit physical stores for certain categories, like clothing, to feel and compare products before ultimately making an online purchase. On the other hand, some consumers research online before buying in-store. Additionally, e-commerce continues to grow across all categories, with consumers becoming savvier, aided by comparison apps.

Brands are adapting by establishing offline stores alongside their online presence, recognising the fluid nature of consumer behaviour. It's important to understand that the same person can switch between offline and online purchase depending on the category, sometimes even combining both in a single purchase journey.

The challenge lies in last-mile attribution. Marketers aim to build a strong brand predisposition offline and online to influence the moment of purchase. This report underscores the importance of brand building.


<strong>What are the big trends to look for in the rest of 2023-2024 fiscal?</strong>

Firstly, sustainability continues to gain importance and influence consumer decisions. It's key for both demand and pricing power, encouraging consumers to pay a premium for sustainable products.

Looking ahead at the next six months, there's a sense of cautious optimism. Consumer sentiment remains positive, though global factors may pose challenges. The upcoming festive season will be crucial for brands to engage consumers and drive spending. The emphasis remains on investing in the brand and in meaningful communication to make this festive season successful.

 

Metrics for assessing brand value have evolved post Covid: Deepender Rana

Storyboard18's Brand Blitz Quiz decided to have some fun with brand nerds from the Indian advertising and marketing community. We got Sai Ganesh, founder, India Wants to Know, and Varun Duggirala, founder, Plot Device Entertainment, to join us for the North Regional Final round on September 3



Ganesh asked the quizzers a question related to a Netflix film. In the 2019 movie Chopsticks, Mithila Palkar plays an independent woman working in Mumbai who loses her car. Throughout the film, people make fun of the name of her character because it’s the same as a popular brand name in India. Coincidentally, the brand too is named after a girl who died in a car crash. Ganesh asked the participants to guess which brand the question is referring to. 





Palkar’s name in the movie is Nirma. And yes, she is named after Nirma, the washing powder brand.



Karsanbhai Patel, named the washing powder brand – Nirma, inspired from his daughter’s name Nirupama who was the girl who died in the aforementioned car crash.


<strong>Read More:</strong><a href="https://www.storyboard18.com/watch-listen/brand-blitz-quiz-and-the-winners-are-14580.htm" rel="noopener" target="_blank">Brand Blitz Quiz: And the winners are...</a>


Ganesh showed an illustration of Palkar as the Nirma girl and also shared that her character in the movie was made fun of and she was asked about discounts. “Madam, if we help you, we will get a discount on detergents, right?” flashed on the screen!



Varun Duggirala shared an anecdote about his childhood connection with Nirma. "As a kid whenever this ad played, I was made to close my eyes." It was his mother who made him do so, so that her son would watch less television! Quite appropriate, no?


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What’s the connection between Washing Powder Nirma, Chopsticks and Mithila Palkar?

Max Life Insurance has just announced Indian men’s cricket team captain and star player, Rohit Sharma and his wife Ritika Sajdeh as their new brand ambassadors under a two year partnership agreement. 

This will be the first time the two will make an on-screen appearance together. The company plans to target the millennial audience and convey the importance of having life insurance and build and enhance the importance of financial preparedness and protection through this strategic alliance.

Max Life Insurance, which recently forayed into the pension fund management business, has also been focusing strongly on its protection offerings against uncertainties as well as providing long term savings options and benefits to help build and strengthen the financial stability of families. The company is also working on bolstering its retirement offerings in order to aid those in their golden years. 

The two-year alliance with Sharma and Sajdeh aims to enable Max Life to use the couple's brand value and reputation to enhance its own across product categories, alongside other brand campaigns that are lined up under the brand's promise of Bharosa and You Are the Difference. 

Sharma, who is currently preparing for the upcoming T20I series, has had an impressive journey in the sport of cricket. As a self-made man from humble beginnings, he is an inspiration to many including a large number of millennials. His calm composure and cool attitude aligns itself perfectly well with Max life’s own beliefs, the company shared in a statement. 

Sajdeh has played a key role in his success. She is also Sharma’s business manager. Together, they personify the brand's ideologies of financially protecting its customers against life’s uncertainties, the statement added. 

Commenting on the association, Rahul Talwar, Chief Marketing Officer, Max Life said, “India houses the largest youth population in the world. This segment champions a mindful living with holistic mental and physical well-being. Rohit Sharma, as the millennial cricketer, is a source of inspiration to all and together with his wife appeals to the millennial gen."

He added, "We believe this partnership will help drive life insurance awareness, especially among the younger generation by highlighting the importance of staying protected in life early on and being the difference to their families. We are on a journey to build India’s most admired, trusted life insurance brand that delivers on its promises, and our association with Rohit Sharma and Ritika Sajdeh will strengthen this journey. The power couple who have come together for their first brand campaign, perfectly personify our purpose of inspiring consumers to increase the value of their lives. This partnership will enhance the trustworthy credentials of Max Life Insurance and will build its appeal as a progressive brand.”


Max Life Insurance ropes in 'Hitman' Rohit Sharma and wife Ritika Sajdeh as brand ambassadors

India's performance during the ongoing Asia Cup has left many upset fans. But fans of cricketer Hardik Pandya at least have something to cheer about. Pandya has made a solid comeback after a career threatening back injury he suffered during the tournament back in 2018. The Baroda-born cricketer had steered Gujarat Titans to its debut victory at the Indian Premier League (IPL) in 2022 as its captain. 

When Pandya first arrived on the Indian cricket scene he was seen as a young brimming all-rounder. However, his injury on the field and his out-of-field activities (the infamous Koffee with Karan episode where he made inappropriate remarks about women) ensured that he remained in the limelight for all the wrong reasons.

However, Pandya has turned a new leaf. 

Industry experts that Storyboard18 have spoken to believe that the cricketer has worked on his physical well-being, his game as well as his image. This has helped his brand equity to soar. RISE Worldwide, the sports management agency that manages Pandya’s brand portfolio, says that there has been a 30-40 percent jump in the brand endorsement value of the cricketer over the last six months. Currently, he charges around Rs 1.5-2 crore per day basis for an annual brand deal.  

<strong>Emerging leader</strong>

Pandya has about 22 million followers on Instagram alone. A total of 41 million followers across Facebook, Twitter and Instagram. He is the third-most followed cricketer on these platforms after Virat Kohli and Rohit Sharma.

Nikhil Bardia, head of sponsorships sales and talent, RISE Worldwide tells Storyboard18 that Pandya’s evolution from being the cool boy in Indian cricket to a leader and family man who is committed to the craft is noteworthy.

“His leadership trait and consistent performance along with the attitude he brings to this field is unmatchable. He continues to evolve, which brands will look to leverage with long-term strategic partnerships that we will set up for him,” he says.

Pandya, for instance, has recently signed a deal with men's lifestyle brand Villain, part of India's fastest unicorn Mensa Brands. The cricketer will promote a range of men’s fragrances from the brand.

Ananth Narayanan, founder and CEO, Mensa Brands, says, "If there is anyone who truly embodies the persona of Villain with their leadership attitude, incredible style, and never-back-down energy, it's Hardik Pandya. Villain is on the road to becoming one of the fastest growing fragrance brands of the country and with Hardik joining us, it's only going to become bigger and better."

Currently, Pandya endorses a total of 11 brands across categories including BoAt, Sin Denim, Britannia and Gulf Oil India, among others. He has also signed soon-to-be announced five deals.

“We have currently signed and renewed deals at a 30 to 40 percent premium, purely credited to his distinctive style and appeal amongst the audience at large. With Hardik’s recent success and a long career ahead, we are expecting heightened interest over the coming months and we’re looking at a number of 20 brands in his portfolio by the end of this year,” says RISE Worldwide’s Bardia.



<blockquote>“Brand equity for celebrities has become a very ‘now’ thing. With the kind of data at the disposal of brands, what gets measured is the current equity a celebrity has and whether they resonate with the audience cohort in a positive way. Hardik 2.0 checks all these boxes,” says Karthik Nagarajan of Wavemaker - GroupM</blockquote>



<strong>Astounding comeback</strong>

Karthik Nagarajan, chief content officer, Wavemaker India and head - branded content, GroupM India, believes that over the last two to three years, Pandya has also evolved as a player and a leader.

“Hardik, the leader, was effortless and impactful in his first season in IPL 2022 as captain of the Gujarat Titans, which was a dream run. He has worked on his image and lets his bat and ball do the talking and his performance is the loudest expression. All of them augur well for brands that want to appeal to a generation of young sports fans that he is inspiring,” he notes.

Pandya’s successful captaincy of the Gujarat Titans has also helped him add several new brand associations, such as Amazon Alexa, MX Takatak and Taco Bell, to his existing portfolio of brands, notes Aviral Jain, managing director of Kroll, a company that provides proprietary data, technology and insights.

“He has grown his portfolio in technology and new-age segments given his strong connection with the next generation and his brand positioning of being cool, energetic and reliable. Given his recent success, consistent on-the-field performance and growing social media follower count, we expect his brand value to rise significantly in 2022 from about  $10 million in 2021,” adds Jain.

<strong>Controversy child no more</strong>

The Koffee With Karan episode aired in 2018 has caused a dent in Pandya’s image which also led to severe loss in his brand equity. Though experts believe that the controversy is in the past. Since then he's upped his game on field and teams behind the scenes have cultivated his cool family-man persona on social media.   

“Brand equity for celebrities has become a very ‘now’ thing. With the kind of data at the disposal of brands, what gets measured is the current equity a celebrity has and whether they resonate with the audience cohort in a positive way. Hardik 2.0 checks all these boxes,” says Nagarajan.

Since IPL 2022, Hardik has batted in 29 innings in white ball cricket and scored 901 runs at an average of 42.90. He has also claimed 25 wickets in just 79.3 overs, which translates to taking a wicket in every third over that he bowled.

If he continues with his consistent performance on-field it is only a matter of time that he could join the A-league of brand endorsers consisting of Virat Kohli and Rohit Sharma.


Hardik Pandya 2.0: Turning a new leaf as cricketer, brand endorser

<strong>MAST
what3words - Making adresses, simply simple
Agency: Famous Innovations
</strong>

The right location. Smart direction. Smarter script. Great casting and craft. That's what makes the location-based technology app what3words’ debut commercial for India worth a re-watch. Shot in the vibrant city of Kolkata, Mast &amp; Meh logoit features the city’s trams, autos, old bookstores, Victorian buildings, and narrow lanes, all for a good reason. Giving directions to anyone in India is a complex task, given the general lack of signs and good city planning, and its complicated and duplicate street names. Pointing to the right address is always a challenge even when you have Location on. The new darling of the ad world, Vijay Raaz, an actor known for his craft, nails the part of a customer giving directions to a delivery person. At one point, he turns directions into a rap. The brand takes the right turn as it makes its debut ad pitch to the Indian market. We have just three words for it - a Mast ad.

<iframe title="Making addresses, simply simple - what3words India TV ad 40s 2022" src="https://www.youtube.com/embed/rj-oDP8EKIw" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
Cadbury Fuse - #BhaariHai
Agency: Ogilvy India
</strong>

There is nothing wrong with this commercial except we’ve seen it all before. Using The Great Khali's strength as a creative device was first discovered in 2015 in a pretty epic cement ad. It's surprising that brands are still repurposing a similar narrative. In this spot, we see students feeling "bhaari bhookh" during a chemistry class. One of them is seen sending a text message to someone called "big help". In comes the big man, The Great Khali with a bar of Fuse safely hidden away from view in one big hand. He enters the class and triggers a cascade of disruptions in the lab, displacing beakers and bulbs. He offers a bar of chocolate to the student, saying, "issey khaane ke liye bhaari bhookh aur khilane ke liye bhaari haath lagta hai." We hope the next time a brand gives a lighter task to the man and a new twist to how they use Khali in commercials.

<iframe title="Cadbury Fuse | #BhaariHai (Hindi 40sec)" src="https://www.youtube.com/embed/SXtrDI6ps6c" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
Ferns N Petals
Agency: Mullen Lintas
</strong>

Ferns N Petals latest campaign touches upon a widespread issue - cyberbullying and trolling, and somehow plonks the brand in the middle of the issue.
The ad shows a loving uncle (Anil Kapoor) using Ferns N Petals personalized gifting service to print embarrassing photos of his younger days as an actor when he was ridiculed, to cheer up his niece Jahnvi Kapoor who is dejected by incessant trolling about her fashion sense.
Kapoor delivers the closing statement in his familiar manner by saying “Duniya ko karne do bakwaas, you should always be Jhakaas.”
There’s a huge expectation of viewers to know Kapoor khandaan connections and feel sorry for the famous celebrities while we make their family tree in our heads.

<iframe title="FNP TVC: Anil Kapoor Sends Gift to Janhvi Kapoor (Full Story)" src="https://www.youtube.com/embed/QX1S-5M72Pg" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MAST
Fastrack - #PrideInOurPronouns
Agency: Brandmovers India
</strong>

Remember the pink cupboard and the two ladies who walked out, adjusting their clothes? Yes, we are talking about the iconic 'Come out of the closet... Move on' campaign from 2013. Cut to 2022. The brand has sort of done it again. Assuming gender specific pronouns is a problem and through this new campaign Fastrack does a fine job of explaining why a Nikita is not always a ‘She’. The campaign shows a social experiment conducted with teachers, testing them and helping them relearn the basics. The brand gets full marks for being consistent over the years. It hasn’t flirted with purpose like so many others. Instead the brand has committed to a cause it can embrace and stuck to it.
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<strong>MEH
Shyam Steel - Hamesha Ke Liye Strong
Agency: Rediffusion Brand Solutions
</strong>

House, family, relationships, adjustments - why do brands always hire husband and wife duos, in this case Anushka Sharma and Virat Kohli, for selling these emotions, and products and services around these emotions. While the ad conveys what it had to, which is how adjustments must be made to make relationships stronger, which is the motto of Shyam Steel’s flexi strong TMT bar, it is overdone and dull. In other words, it’s quite meh. Team Virushka could have been better used, we think.

<iframe title="Shyam Steel India | Grand Launch | English | Virushka | #FlexiStrong" src="https://www.youtube.com/embed/wJL8SCs67S8" width="681" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
<strong>MAST
Manipal Hospitals - Happy Doctors' Day, Really!
Agency: Social Panga
</strong>

This film is weaved around a statistic which claims that more than 90% Indians do not trust the healthcare system. It shows two friends in a coffee shop where one complains about her work life and admires the ‘respect’ her friend receives as a doctor. A series of flashbacks follow where we see patients and family members complaining about the tests, medicines and treatment prescribed. We hear them say that their home remedies would have been a better cure. In the next scene, however, we see a patient and family thanking the doctor for saving his life and the tough decisions she took despite their lack of trust in her. Keeping it real is just what the ad doctor ordered. We like the straight-forward script and lack of melodrama. The film subtly conveys that the one of the country’s most respected professions also needs to be one of its most trusted.

<iframe title="Happy Doctors' Day, Really! | Manipal Hospitals" src="https://www.youtube.com/embed/32AfU4qOdYw" width="775" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
MSD Pharmaceuticals - #HPVsearchkiyakya
Agency: In-house
</strong>

MSD Pharmaceuticals’ campaign ‘#HPVsearchkiyakya’ features actor Sara Ali Khan who gives her friend some sound advice after scaring her with the mention of HPV or Human Papilloma Virus during a random conversation in the ladies’ room. Her advice - go online and look it up.
This ad makes the case for brands to hire advertising agencies and not rely on in-house teams to create compelling ads.

<iframe title="Learn about HPV prevention | HPV search kiya kya?" src="https://www.youtube.com/embed/7sByWKgzVq8" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Mast & Meh: what3words, Fuse, Fastrack, Shyam Steel, Ferns N Petals, MSD pharma show us acts and ads

PokerBaazi.com has launched its new brand campaign ‘You Hold the Cards’ featuring brand ambassador, actor Shahid Kapoor. With the campaign titled ‘You Hold the Cards’, the brand aims to create awareness about poker as a skill-based sport and establish that in Poker, the game is under your control, and one can emerge victorious basis of skills, determination, and the right strategy.  


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<strong>MAST
Brand: BoAt - The Unheard Break
Agency: Digitas
Playlist, uninterrupted
</strong>

The irony of giving a Mast to a campaign that actually removed all ads is not lost on us. But the subversive nature of this campaign is what made us tune Mast &amp; Meh logoin. This homegrown brand that sells wearables blocked all peak time ad space on a music streaming platform. It was done not to place the brand’s own ads in all slots like advertising roadblocks usually go. Instead listeners, paying and free subscribers, heard their music uninterrupted without the usual ad breaks. This was a refreshing break that broke through the clutter of the usual World Music Day ads. Disruption over dull.

<strong>MEH
Brand: Wakefit - Dear Ikea, Welcome to Bengaluru
Lost in translation
</strong>

Everyone loves a good David versus Goliath story. But when you go up against Goliath, you better make sure you have enough power in your slingshot. Challenger brands of all sizes have often used their size, agility or challenger brand status to take a dig at bigger, more established rivals. The ads work when they are created with strategic insight. Often it also works in terms of creating instant attention and buzz for the challenger like this Indian startup did when it went after a Swedish giant pitching its gigantic tent in the former’s backyard. But we looked beyond the buzz, in this case.

The first part of the ad created intrigue with a copy published entirely in Swedish with this message at the bottom - “Not from Sweden? Don't know Swedish? Please scan the QR code for the English version.” It’s the English version that failed to deliver. And, as they say these days, it’s also a face-palm moment if avoiding traffic is your product/service’s big benefit in comparison to your rival’s, who, might we add, has made its store a destination experience in itself. So traffic might not exactly deter people from trying Swedish meatballs while they shop for mattresses. Don't believe us? Then ask the hundreds of people lined up outside the store.

So. Desi David misfired, we think. Try again later. Or try a different tactic.

[caption id="attachment_220" align="alignnone" width="1280"]<img class="size-full wp-image-220" src="https://images.storyboard18.com/storyboard18/FV_fUIvaAAAUdt8.jpg" alt="" width="1280" height="720" /> Meh: The first part of the WakeFit ad created intrigue. It’s the English version that failed to deliver. (Images: screen shots)[/caption]

<strong>MEH
Brand: Daawat - World’s 1st Biryani Day
A lot can happen over a biryani
</strong>

This spot’s recipe is hard to follow:

Scene one: A boss happily hands an appraisal letter to an employee, leaving said employee disappointed with the 2 percent raise

Scene two: The manager after proudly delivering the news that 2 percent is the highest in the office, goes on to enjoy his lunch - biryani.

Scene three: The dejected employee has a silent eureka moment and shares the history of biryani, reminding us all about Biryani Day (3rd July).

Scene four: The employee starts narrating the tale of how generous the Mughals were with their people.

Scene five: The boss realizes what he did and invites the employee to share the biryani and tells him to pick up his revised appraisal letter.

Scene six: The duo happily shares the pot of biryani and the other employees are seen appreciating this drama unfold.

At the end of it, we can’t help but wonder if this ad is more khichdi than biryani.

<iframe title="World’s 1st Biryani Day by Daawat The Finest" src="https://www.youtube.com/embed/C2xR3OH15KE" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
<strong>MAST
Brand: Kurkure - New Kurkure Chatpata Cheese Flavour
Agency: Wunderman Thompson
Taste of tedha tadka
</strong>

Very few ads make the viewer want to voluntarily watch the ad twice or more. This one accomplished the rare feat. Totally in keeping with the brand’s tedha personality, this spot too had two great twists in it. While foreigners speaking an Indian language with an accent has been a comic element in a lot of content across ad films and cinema, the agency’s handling of the trope gets full points from us. A hat-tip to the casting agents for getting a veteran Indian actor with spot-on comic timing to play the groom’s mother and the bride’s mother, a videshi, who says just two words - “chal jhooti” while munching the snack. This one is full of punch and crunch.

<iframe title="New Kurkure Chatpata Cheese Flavour" src="https://www.youtube.com/embed/zHd_QbeBwb0" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
Brand: Clear, Clear Tax - #FileAbhiWithClearTax
Agency: Sunny Side Up
Tomorrow is another day
</strong>

After postponing everything in everyday life to tomorrow, a young procrastinator is suddenly so enthusiastic about filing his income tax returns that he does it before time, ahead of everyone else. Hard to imagine, right? Yet certain brands in the space continue to live in a world where people are unrealistically enthusiastic and happy about personal finance management. The ad is perhaps a tad more watchable than most BFSI and fintech advertising. Still, for those who haven’t watched the ad already, watch it tomorrow.

<iframe title="The wait is finally over! Kal nahi karte hain. ⏰#FileAbhiWithClearTax" src="https://www.youtube.com/embed/8dW1km12ZRg" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MAST
Brand: Maggi - Bin Maange Milegi Aisi Hai Maggi Veg Atta Noodles
Agency: McCann Worldgroup India
The ideal bribe
</strong>

There’s something quite wonderful about an ad rooted in a simple yet real consumer insight. Any parent can relate to this spot about a mother who makes and hands her son a bowl of instant noodles without him asking for it. This voluntary act of motherly love in a bowl leaves the son suspicious, wondering if the snack is a preemptive bribe. There’s a bit of banter between mother and son with lines like “Do you need help with Insta?” and “OMG! Guests are coming over! I have to share my room?” To that the mother replies “LOL. No.” It’s relatable and the ad doesn't lose sight of what the brand wants to convey to viewers. Bin maange milegi…

<iframe title="Bin Maange Milegi Aisi hai Maggi Veg Atta Noodles" src="https://www.youtube.com/embed/uEj8a5OD9NY" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
Brand: Motilal Oswal Financial Services Limited - Ajab selling ki gajab kahani
Agency: In-house
Wrong number
</strong>

The brand uses the audio format to make a point about receiving customized financial advice versus the general, thoughtless pitches. We are subjected to tele-marketer Asha from ‘Swarglok lift karade uthale Insurance’, and her desperate attempt to sell insurance to a customer. She recommends he get a policy made for his dog Tommy as well. (On a side note, we wonder just how many pooches in India are named Tommy?) The campaign has three audio-only content episodes for insurance, real estate, and penny stocks. If the point was to show us just how annoying these calls can be, then it’s a job well done.

<iframe title="Ajab Selling Ki Gazab Kahani - Episode 01" src="https://www.youtube.com/embed/eLh_OMnWeng" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

&nbsp;

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