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When Balika Vadhu, a widely watched Indian television drama, premiered in the mid-2000s on Colors TV, it quickly captured the public’s imagination. The show eventually evolved into a celebration of education and empowerment for its young female protagonist, but it began with a stark depiction of child marriage — a practice still entrenched across parts of South Asia.

Today, child marriage remains a pressing issue, particularly in Pakistan, where an estimated 19 million girls are married before the age of 18, according to a 2024 report from the United Nations Children’s Fund (UNICEF). Approximately one in six Pakistani girls enters matrimony in childhood, often forcibly and without consent.

In response to this enduring crisis, UN Women Pakistan launched a campaign that merged art, advocacy, and unsettling reality. Titled #ChildWeddingCards, the initiative asked a poignant question: What would a wedding invitation look like if it were designed by a child bride?

The campaign, developed in collaboration with the creative agency Impact BBDO, featured wedding cards illustrated by young girls from varied socio-economic backgrounds. Each invitation was laced with chilling statistics and stark messaging, forcing the reader to confront the brutal consequences of child marriage.

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The objective was both simple and ambitious: to raise awareness and rally support for legislation establishing 18 as the legal minimum age for marriage in Pakistan. As part of the campaign, UN Women and its partners sent these symbolic invitations directly to policymakers and religious leaders, urging legislative action.

The campaign resonated beyond borders. At the 2024 Cannes Lions International Festival of Creativity, #ChildWeddingCards earned the prestigious Health Grand Prix for Good and a Gold Lion in the Health and Wellness category — a rare feat for a campaign rooted in social justice.

Statistics cited in the initiative were sobering. Nearly 21 percent of brides in Pakistan are underage, and an estimated five million girls have been married before turning 15. Yet it was the deeply human details — the delicate handwriting, the innocent illustrations, the imagined futures interrupted by forced marriage — that lent the campaign its emotional weight.

On March 7, 2023, the Federal Shariat Court of Pakistan issued a landmark ruling: the legal age for marriage must be 18. The decision marked a significant step forward for child rights in the country, bolstering hope for reformers and human rights advocates alike.

While meaningful change in cultural norms and enforcement may still take time, the campaign succeeded in breaking the silence. In doing so, it transformed a symbol of celebration — the wedding card — into a powerful instrument of protest.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-in-lebanon-a-dairy-brands-small-jars-help-fill-a-void-left-by-economic-collapse-62498.htm">Global Ads Spotlight: In Lebanon, a dairy brand’s small jars help fill a void left by economic collapse</a> 




Global Ads Spotlight: When a wedding invitation exposes the tragedy of child marriage

Once hailed as the “Switzerland of the Middle East,” Lebanon has spent recent years in economic freefall. Since the 2019 liquidity crisis, unemployment has surged, livelihoods have vanished, and the middle class has all but evaporated. The impact has been especially acute for women. According to United Nations data, female unemployment has soared by 63 percent, leaving many in search of not just income, but purpose.

Yet amid the financial wreckage, an unlikely source of hope has emerged — from the shelves of a supermarket.

In 2024, Puck, a well-known cheese brand owned by Arla Foods and a staple in Middle Eastern kitchens, launched a campaign it called “Selfless Shelves.” The initiative repurposed Puck’s own shelf space inside Carrefour supermarkets across Lebanon to spotlight the work of independent female cooks. Their homemade mouneh — traditional preserved foods that form the backbone of rural pantries — took the place of commercial products, offering these women a rare chance to generate income and regain a sense of agency.

The campaign, developed by FP7 McCann in collaboration with human-first agency Current Global MENAT, documented the journey of five women navigating life amid Lebanon’s prolonged crisis. Through a blend of storytelling and social impact, the effort aimed to show not just how these women survive, but how they continue to nourish their communities with heritage and resilience.

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Mouneh — the age-old custom of preserving produce for leaner months — has become more than a culinary tradition. For many Lebanese women, it is now a lifeline. Items such as makdous (pickled baby eggplants stuffed with walnuts and chili), orange peels, pumpkin jam, za’atar, and the tart spice sumac found space not only on retail shelves, but also on e-commerce platforms, connecting consumers to artisans directly.

Puck did more than offer exposure. It provided its recyclable jars for packaging, space for signatures and personal stories, and a platform for women to share their dreams alongside their goods.

The initiative has not gone unnoticed. “Selfless Shelves” was shortlisted for the prestigious Titanium Lions at the 2024 Cannes Lions International Festival of Creativity. It also won the Grand Prix in three categories at the Dubai Lynx Awards — Creative Commerce, Direct, and Glass: The Award for Change — and earned a Wood Pencil at the D&AD Awards.

More than a marketing campaign, it became a story of quiet defiance — a reminder that in a nation where so much has been lost, acts of care, craft, and solidarity still persist.

In a country still searching for economic stability, the women behind Selfless Shelves are offering more than preserves — they are preserving hope.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-michael-ceraves-ultimate-skincare-prank-that-stole-the-super-bowl-thunder-60365.htm">Global Ads Spotlight: Michael CeraVe's ultimate skincare prank that stole the Super Bowl thunder</a>

Global Ads Spotlight: In Lebanon, a dairy brand’s small jars help fill a void left by economic collapse

Every week, brands continue rolling out their spotlight moments to wow us—but let’s be real, not every attempt strikes gold. Some ads make us chuckle, spark a thought, or stick with us well beyond the ball drop, while others… should probably stay in drafts. 

That’s where Storyboard18’s weekly ad reviews step in! We sift through the latest campaigns, calling out the ones that truly shine and those that miss the mark. With our straight-up, zero-fluff approach, you’ll get the real scoop on which ads are worth your attention. Dive into this week’s Mast & Meh to see which ads we gave a thumbs up and which weren’t even worth a yawn!

<strong>Mast</strong>

<strong>Brand</strong>: Colgate India

<strong>Agency</strong>: WPP

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Colgate just pulled off a sparkling stunt with its newest campaign, and honestly, it’s minty-fresh genius. By turning a ragged toothbrush into a mysterious flower — the Indianis Dentris — they didn’t just promote oral hygiene, they created a full-blown botanical buzz. Set in the serene greens of Mumbai’s Botanical Garden and Zoo, the faux flower exhibit had people whipping out their phones, ready to discover a new species. But surprise — this “bloom” was actually your neglected, overworked toothbrush in disguise. Macro shots so detailed, even Mother Nature would've been fooled. This campaign is proof that sometimes, the most powerful ads don’t scream — they whisper in your bathroom. 

<strong>Meh</strong>

<strong>Brand</strong>: Cotton King

<strong>Agency</strong>: ADbhoot

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If you’ve ever wondered what it’s like to vacation inside a soap opera directed by a hyperactive travel agent, CottonKing’s “Holiday Vibes” campaign has the answer—and unfortunately, it’s not the escape you were looking for. The campaign wants to be carefree and energetic, but ends up feeling like a parody of what young people think “fun” is. The “Vibe Hai” hook is catchy, sure—but it's used with the subtlety of a foghorn. After the fifth shout, you start wondering if you're watching a fashion ad or a jingle audition for a soft drink. Credit where it’s due: the collection does look comfortable. But the ad’s execution? Less holiday, more headache. Next time, CottonKing, maybe drop the opera and just let the clothes do the talking.

<strong>Mast</strong>

<strong>Brand</strong>: Leibherr

<strong>Agency</strong>: Rediffusion

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Liebherr’s campaign smartly highlights how modern features can make daily kitchen tasks smoother. With Neena Gupta leading the way, the brand adds a relatable, human touch to its advanced technology. From 'Hands-Free Opening' to the clever 'Hot to Cool' feature, the films showcase practical innovations without overcomplicating things. The light, easygoing saas-bahu dynamic adds a familiar charm without trying too hard. All in all, the campaign keeps it simple and effective—clever product storytelling backed by a strong, likeable face.

<strong>Meh</strong>

<strong>Brand</strong>: Mamaearth

<strong>Agency</strong>: Steve Priya

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Mamaearth’s new mosquito repellent ad featuring Shilpa Shetty aims for warmth and reassurance but ends up feeling a little too polished and predictable. The mother-child bond is sweet, but the storytelling leans heavily on well-worn tropes rather than bringing anything fresh to the table. Shilpa looks great, of course, but the scenes feel more curated than candid. For a product that’s meant to tackle an everyday parenting hassle, the ad could’ve used a touch more realism and a little less gloss. Yes, the natural ingredients and 12-hour protection are great points—but they’re hammered in without much creativity. All in all, the message is clear, but the delivery lacks spark.

<strong>Mast</strong>

<strong>Brand</strong>: Kingfisher

<strong>Agency</strong>: Ogilvy

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Kingfisher Premium Packaged Drinking Water’s latest campaign brings a fresh spin to its iconic “Oo La La” jingle, and it works. Featuring players from Lucknow Super Giants and Sunrisers Hyderabad, the brand films smartly blend cricket and music—two crowd-pullers in India—to deliver a lively, upbeat message. Created by Ogilvy, the campaign feels current without losing the brand’s signature “Good Times” vibe. Whether it's a casual hangout turning into a spontaneous dance moment or a laid-back poolside scene gaining momentum, the execution is tight and visually engaging. The updated jingle, paired with performances by Bharg, Lothika, Paal Dabba, and Sickflip, gives the campaign a nice lift. It doesn’t try too hard, and that’s its strength—simple, catchy, and on-brand.

<strong>Meh</strong>

<strong>Brand</strong>: CashKaro

<strong>Agency</strong>: Inhouse

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CashKaro’s latest campaign dazzles with its Ghibli-inspired animation—a true feast for the eyes. The hand-drawn style is undeniably charming, drawing you into a whimsical world of vibrant visuals. However, when the spectacle fades, the core message feels a bit undercooked. While the ad boldly proclaims “Coins Are All Bakwas,” it ends up stretching a simple idea over an elaborate canvas. The point is clear—real cashback is better than confusing coin-based systems—but the storytelling doesn’t quite build the momentum needed to make a lasting impression. In short, it’s a stylish ad that captivates visually, yet leaves you wanting a bit more depth in its punchy promise.

<strong>Mast</strong>

<strong>Brand</strong>: Amazon Prime Video

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Amazon Prime’s latest campaign has us laughing out loud, thanks to a star-studded lineup of influencers and celebs like Sunil Shetty, MC Stan, Rajpal Yadav, and Dharnaa! The video plays out a hilarious family debate about what to watch, with each member tossing around vague references like ‘that actor’ and ‘that scene.’ The best part? The Amazon Prime feature magically nails the exact movie or show every time—no more endless scrolling! It’s all fun and games... until you realize it’s an April Fool’s prank! This clever twist shows Amazon Prime’s knack for mixing humour with tech, and leaves us eagerly waiting to see what they’ll come up with next.

<strong>Meh</strong>

<strong>Brand</strong>: Myntra

<strong>Agency</strong>: Inhouse

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Myntra’s 'Fashion With Caution' campaign is like a runway disaster – with a side of forced humor. Ranbir Kapoor and Triptii Dimri’s 'apology' for their bold fashion choices feels less like a witty nod to fashion risks and more like a cringe-worthy attempt at humor. Sure, we get the joke about standing out, but the situations (accidental celebrity stardom and intimidating your boss) fall flat faster than a pair of stiletto heels after a 12-hour day. Myntra might be on-point with its trendy picks, but this campaign? Not quite the showstopper it hopes to be.

Mast & Meh: Colgate, Cotton King, Leibherr - which one would you watch on loop?

Super Bowl 2024 wasn’t just about touchdowns and commercials; it was about making history. 

Verizon managed to turn its usual pitch for reliable mobile coverage into a spectacle that even Queen Bey herself couldn’t resist crashing. 

With a genius partnership between Verizon, Beyoncé, and Ogilvy, the ad turned the brand’s “Can’t B Broken” campaign into a viral event that proved that when you can’t break the network, you break the internet instead.

The idea? Simple. Verizon’s network is strong enough to handle anyone. 

Enter Beyoncé, armed with a list of progressively ridiculous ways to break the unbreakable — from launching a lemonade stand to dropping a surprise jazz album. 

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The ad's narrative ramps up to pure chaos, with Bey even trying to run for “Beyoncé of the United States” and perform a concert in space. Naturally, her stunts only build on the ad’s theme, creating a larger-than-life spectacle that felt truly... Beyoncé.

The numbers? Absolutely staggering. The campaign pulled in 29 billion impressions and dominated conversations, accounting for one-third of all Super Bowl 2024 ad chatter. 

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Verizon saw a 35% increase in sign-ups, proving once again that combining star power with a clever message can yield significant returns.

But this wasn’t just a win in numbers; it earned accolades, too. 

The campaign bagged a Gold Lion, a Bronze Lion, and four shortlists, cementing its place as one of the top contenders in the global advertising space for 2024.

And then, of course, there’s the real kicker — the tie-in with Beyoncé’s Renaissance: Act II, which she teasingly dropped after the commercial aired. 

Within days, the new single “Texas Hold ‘Em” racked up 30 million streams, and Queen Bey made history as the first Black woman to top the country charts.

<strong>Why it worked?</strong>

It was not just a commercial; it was a cultural event that fused product marketing with celebrity mystique. By showcasing the sheer creativity and chaos of what happens when the world’s most famous pop star takes on your brand’s identity, Verizon found a way to turn their typical service pitch into a global celebration.

So, what’s the takeaway here? Don’t just show your product — show how it fits into the world of your audience, especially if that audience is willing to follow Beyoncé into space.

The bar for Super Bowl ads? It’s officially been raised — and it has Beyoncé's name on it.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-orange-kicks-gender-bias-to-the-curb-with-game-changing-womens-football-campaign-60133.htm">Global Ads Spotlight: Orange kicks gender bias to the curb with game-changing "WoMen's Football" campaign</a>

Global Ads Spotlight: How Verizon and Beyonce's Super Bowl ad broke the internet and the network

If you’ve ever found yourself squinting for a decent place to stretch or play amidst the chaotic swirl of city traffic, you’re not alone. 

Gatorade’s "Turf Finder" campaign saw this problem and raised the stakes by turning congested city streets into impromptu sports arenas—and it absolutely crushed it. 

The campaign not only took home a Gold Lion at Cannes Lions last year but also introduced a future-forward way to think about urban space. 

Here’s how it worked: Gatorade partnered with Google Maps to track the city’s traffic patterns, identifying downtimes when streets were less congested and could be transformed into temporary sports fields. 

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Imagine this: a crowded, honking-filled street is suddenly a serene, green playground for basketball or badminton enthusiasts, offering a chance for city dwellers to reconnect with sports without the hassle of finding a park or gym. 

<strong>Key stats and campaign impact</strong>

- Cannes Gold Lion Winner
- First turf drop in Mumbai, followed by Delhi’s Chandni Chowk in March
- Focused on bringing active lifestyles to urban India’s streets
- High engagement with 10,000+ participants across multiple cities

This was more than just a clever ad; it was a movement redefining how urban spaces could be used for physical activity. The initiative tapped into the everyday hustle of city life, showcasing Gatorade’s drive to promote fitness and well-being in the busiest of environments.

In a further show of commitment, Gatorade expanded its turf initiative to Delhi, and transformed the iconic Chandni Chowk area into a playground for locals, followed by another turf drop in Lajpat Nagar. 

Players of all ages participated, with onlookers also joining in the fun. It was more than just basketballs bouncing; it was a bold step in creating lasting, meaningful social impact. 

<strong>Why it worked?</strong>

The magic behind "Turf Finder" lied in its simplicity and relevance. By using data to offer a real-time solution to urban space scarcity, Gatorade bridged the gap between fitness and city life. 

Plus, partnering with Google Maps to identify the optimal times for setting up these sports zones proved the value of collaboration in creating campaigns that work both creatively and strategically. 

While "Turf Finder" generated buzz globally, its success wasn’t limited to just one-off events—it was a model for how cities can rethink public spaces for the better. 

Not only did it enhance Gatorade’s image as a brand that cared about wellness, but it also challenged brands across sectors to think more innovatively about their environmental and social contributions.

The "Turf Finder" campaign is proof that creativity isn’t just about clever ads—it’s about making a tangible difference in the way we live and play. 

So, next time you’re stuck in traffic, just look around. Maybe, just maybe, you’ll find a court to shoot hoops instead of honking.

Global Ads Spotlight: Gatorade turned city streets into sports playgrounds with bold 'Turf Finder' campaign

In the 2024 Super Bowl, skincare wasn’t just about smooth faces; it was about smooth moves, big laughs, and even bigger impressions. 

CeraVe, the dermatologist-recommended skincare brand, decided to break the mould with its most daring and hilarious campaign yet. Enter "Michael CeraVe" – a stunt so clever, it kept people guessing right up until the big reveal.

<strong>What did Cera Ve do?</strong>

This immersive campaign was one-of-a-kind, blending absurdity with authenticity. The plotline kicked off with a conspiracy theory: What if actor Michael Cera was the true mastermind behind CeraVe? 

The campaign—spanning three weeks—unfolded across earned, paid, and owned channels, creating a suspense-filled narrative that tricked the public into believing Cera was the brains behind the brand. From fake news to Cera’s hilarious "proof" of his involvement, the campaign masterfully kept audiences hooked.

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But it all came crashing down during the Super Bowl commercial when Cera’s bold claims were debunked by an epic boardroom showdown with CeraVe’s real dermatologists. The prank? Genius. The timing? Perfection. And the punchline? Total audience immersion.

<strong>Numbers and Awards</strong>

CeraVe wasn’t just aiming for laughs; it was targeting cultural relevance. And it nailed it. The campaign generated a whopping 32 billion impressions and helped CeraVe achieve its highest one-week sales of moisturizers in history. To top it off, the ad won the Cannes Lions Grand Prix and a Super Clio!

This brilliant stunt didn’t just capture attention; it gave the skincare brand an unforgettable cultural moment. With the rise of Gen Z, CeraVe capitalized on this trend, attracting a new wave of fans without alienating its loyal base. 

The campaign even managed to make a skincare brand cool enough to be talked about at Super Bowl parties.

<img src="https://images.storyboard18.com/storyboard18/2025/03/Michael-Cera-Ve-2025-03-f91472258e70b29ef71e61de030cf5a3-1024x576.jpg" alt="" width="750" height="422" class="alignnone size-large wp-image-60368" />

When it comes to ads, humour can go a long way—especially when it’s paired with a cultural event like the Super Bowl. 

But CeraVe's "Michael CeraVe" wasn't just about comedy; it was about storytelling, timing, and creating a sense of mystery that evolved into one of the most talked-about moments of the year. 

Whether you came for the skincare or stayed for the spectacle, one thing's for sure: CeraVe’s campaign left its mark. The brand didn’t just sell products; it sold an experience.

This is the new playbook for ads: make it fun, make it viral, and make it unforgettable. And, if you're lucky, you'll win a few Grand Prix along the way.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-orange-kicks-gender-bias-to-the-curb-with-game-changing-womens-football-campaign-60133.htm">Global Ads Spotlight: Orange kicks gender bias to the curb with game-changing "WoMen's Football" campaign</a>

Global Ads Spotlight: Michael CeraVe's ultimate skincare prank that stole the Super Bowl thunder

In a world where football ads are too often male-dominated, Orange's "WoMen's Football" campaign broke the mould with a bold, boundary-pushing concept that not only challenged gender bias but also left the world talking.

Launched ahead of the 2023 Women's World Cup in partnership with Marcel, Paris, the campaign's premise was simple but powerful: can we get past the gender stereotypes that have long plagued women's football? The answer, it turns out, is yes—through some clever tech and a whole lot of creativity.

Orange, a long-time partner of French football, leveraged its commitment to the sport to send a loud message: Women's football deserves equal recognition. 

With no TV partner for the Women's World Cup three weeks before kick-off, Orange decided it was time to stir up a global conversation.

They noticed a troubling trend—women players are often considered "less technical" than their male counterparts. So, they decided to show us just how wrong that assumption was.

The campaign kicks off with a jaw-dropping display of what appears to be the French men's team showing off their exceptional skills. But the video flips the script in the second half, revealing that it's actually the French women's team pulling off those spectacular moves. Those jaw-dropping skills? All theirs. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/QVNZRHIZVL8?si=q080GcPbQgQAsSLz" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

And, here's the clincher — VFX wizardry was used to make it look the men are performing the moves, only for the second part of the video to reveal the truth, showing the women's raw skills without any trickery.

<strong>The Results?</strong>

This bait-and-switch stunner went viral, amassing a whopping 2 billion impressions, sparking widespread social media chatter and media coverage.

The campaign went on to claim the top spot in the Entertainment for Sport Grand Prix at Cannes Lions and became the second most awarded ad in the 2023 World Creative Rankings.

In terms of media and social impact, the buzz was palpable, with media outlets and social platforms driving the conversation about gender bias in sport. 

From a strategic perspective, the campaign was a masterstroke. Orange used its partnership with the French Football Federation to legitimize the issue, making it a CSR-driven project rather than just a marketing stunt. The collaboration with Marcel, Paris, showed how bold, thoughtful creative can elevate a brand’s position while contributing to social change.

<strong>Why it worked?</strong>

What sets this ad apart is its blend of storytelling, surprise, and technical execution. It’s an ad that doesn't just tell a story—it makes a statement. With 2 billion impressions, it’s clear that the world was ready for this kind of change.

Global Ads Spotlight: Orange kicks gender bias to the curb with game-changing "WoMen's Football" campaign

Every week, brands continue rolling out their spotlight moments to wow us—but let’s be real, not every attempt strikes gold. Some ads make us chuckle, spark a thought, or stick with us well beyond the ball drop, while others… should probably stay in drafts. That’s where Storyboard18’s weekly ad reviews step in! We sift through the latest campaigns, calling out the ones that truly shine and those that miss the mark. With our straight-up, zero-fluff approach, you’ll get the real scoop on which ads are worth your attention. Dive into this week’s Mast & Meh to see which ads we gave a thumbs up and which weren’t even worth a yawn!

<strong>Mast</strong>

<strong>Brand</strong>: Dream11

<strong>Agency</strong>: Tilt Brand Solutions x ZeroFifty Mediaworks x Earthsky Pictures x Nitesh Tiwari

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<iframe width="560" height="315" src="https://www.youtube.com/embed/BLCZxEh2UDc?si=JNKZpYLGIJWsGFOj" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/gJg9lYFkRi4?si=wQSWX8fnEwYjpuXn" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/Be6Hg-fDRhg?si=yVWB-7R-4oaC9LTl" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Dream11 knocks it out of the park yet again with its latest campaign ‘Aapki Team Mein Kaun?’, featuring an all-star lineup of Bollywood and cricketing icons. The fantasy sports giant pairs Aamir Khan and Ranbir Kapoor in a hilarious showdown, as they assemble their “Aamir11” and “Ranbir11” teams, packed with cricketing legends like Rohit Sharma, Hardik Pandya, KL Rahul, Jasprit Bumrah, and more. 
And just when you thought the fun was over, Dream11 serves up a second innings with Aamir vs. Ranbir in a rapid-fire ‘Singh’ game. The ad builds up brilliantly, as Aamir quizzes Ranbir on famous Singhs—Dara Singh, Milkha Singh—only to land the ultimate curveball: “Tera naam?” Kapoor, in the heat of the moment, blurts out: “Ranbir Singh.” A mic-drop moment that plays on Bollywood’s most famous name mix-up, making fans laugh out loud.
With director Nitesh Tiwari at the helm, the campaign is a clever cocktail of sports, stardom, and smack talk, proving once again that Dream11 knows how to make fantasy gaming feel like a real blockbuster event.

<strong>Meh</strong>

<strong>Brand</strong>: Godrej Security Solutions

<iframe width="560" height="315" src="https://www.youtube.com/embed/Ber_cYTSB-g?si=vcegFrVYPu2WO4P5" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Godrej Security Solutions’ latest campaign may have missed the mark. Comparing traditional storage habits like hiding valuables under pillows or behind cupboards to gambling feels a bit over the top, almost shaming consumers for everyday practices. While the message about secure storage is important, the dramatization could leave some rolling their eyes rather than reassessing their home security. The tagline "Daav nahi, Godrej Home Locker Lagaiye" feels more like a forced pitch than a genuine call to action. A more subtle approach might have been a safer bet!

<strong>Mast</strong>

<strong>Brand</strong>: EMotorad

<strong>Agency</strong>: One Hand Clap x Sandeep Reddy Vanga

<iframe width="560" height="315" src="https://www.youtube.com/embed/hHlB3ikhAMo?si=Cvry2FivhceFZv32" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Who knew an electric bicycle ad could feel like a high-octane blockbuster? EMotorad’s latest campaign featuring cricket legend MS Dhoni and Animal director Sandeep Reddy Vanga is nothing short of cinematic madness – and we love it! With Dhoni rocking a mullet and channelling his inner action hero, and Vanga making his on-screen debut with a director’s megaphone in hand, the ad is an over-the-top spectacle that keeps you hooked. The slow-mo strut, the bodyguards armed to the teeth, and the dramatic "climax shot" all build up to one hilarious moment—Dhoni himself wondering if this is all too much for an e-bike ad. Spoiler: it absolutely is, and that’s what makes it mast!

<strong>Mast</strong>

<strong>Brand</strong>: Castrol

<strong>Agency</strong>: Ogilvy India x Chrome Pictures

<iframe width="560" height="315" src="https://www.youtube.com/embed/wTOpg6p62EM?si=u2jCPPfCFfkvXtMl" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Shah Rukh Khan, a roaring motorcycle, and the unforgiving heat of Rajasthan—what’s not to love? Castrol Activ’s latest campaign plays out like a Bollywood thriller, where the real villain isn’t a masked bandit but the brutal summer sun threatening to fry engines. With SRK in khaki, chasing down criminals whose engines have given up, the ad makes a slick, high-energy case for Castrol Activ’s 3X protection. The action is punchy, the visuals are cinematic, and the message? Crystal clear: don't let the heat win. A perfect blend of star power and mast storytelling—this one fires on all cylinders!

<strong>Meh</strong>

<strong>Brand</strong>: Zoho Workplace

<strong>Agency</strong>: Inhouse

<iframe width="560" height="315" src="https://www.youtube.com/embed/Uer-9WuAOas?si=Dqt8xHmDawsj7nS4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Zoho Workplace’s latest ad campaign attempts to humorously depict the chaos caused by disconnected office apps, but it feels like it’s trying too hard to hit the “relatable” mark. While the personified office apps scenario showcases real issues like missed meetings and attachment failures, it quickly becomes predictable and a bit overdone. The message about Zoho's integrated suite is clear, but the execution doesn’t add much new to the conversation. The humor falls flat in places, and despite the relatable premise, the campaign struggles to elevate the idea beyond a basic product pitch.

<strong>Mast</strong>

<strong>Brand</strong>: Myntra FWD

<strong>Agency</strong>: Braindad

<iframe width="560" height="315" src="https://www.youtube.com/embed/bcFF7puTdTI?si=T_oxzonc9j7G6IwD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Myntra FWD’s latest campaign is a smash hit, blending cricket, humor, and style in one fun-packed ad. Featuring the iconic Virender Sehwag, Mandira Bedi, and the fresh-faced Sahiba Bali, this playful spot shows off the generational clash in cricket commentary. Sehwag’s legendary 300 runs get a cheeky nod, while Mandira’s traditional style meets Sahiba’s Gen Z lingo with hilarious results. From “easy loot” to “headshot,” the banter is pure gold. And just when you think it’s all about cricket, the clever twist brings it back to Myntra FWD’s summer tops starting at just Rs. 300. It’s witty, it’s fresh, and it’s the perfect blend of cricket culture with fashion flair. You won’t want to miss this one!

<strong>Mast</strong>

<strong>Brand</strong>: Mumbai Indians

<strong>Agency</strong>: Lowe Lintas

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Mumbai’s heartbeat has always been loud, proud, and relentless—and this campaign captures it all. Mumbai Indians’ digital-first ad, Game Ho Ya Life, #WePlayLikeMumbai, is an electrifying celebration of the city’s fearless spirit, from its iconic "Bhai's" to its unshakable "Bantais." With a stellar lineup of influencers, from Jackie Shroff to rap legends like Kaam Bhaari, the campaign doesn’t just inspire—it ignites. It’s not just about cricket, it’s about embracing the Mumbai attitude, wherever you go. This isn’t just an ad, it’s a vibe!

<strong>Meh</strong>

<strong>Brand</strong>: Good Home

<strong>Agency</strong>: Curry Nation

<iframe width="560" height="315" src="https://www.youtube.com/embed/m0uV6FOjoF8?si=WtbM34i_aE_CWd7p" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Good Home’s ‘Bathroom Nahi, Freshroom’ campaign is like that one friend who insists on over-explaining the obvious. We get it — bathrooms should smell fresh. But the brand’s attempt to "redefine" the air freshener category feels more like a desperate bid to turn a bathroom into a spa. The idea of positioning a bathroom as a "Freshroom" just comes off as trying too hard. And let’s be real: no amount of fragrance can mask the reality of what really goes down in there. If this is the future of freshness, I’ll stick to my good old-fashioned air fresheners that know their place.

Mast & Meh: Dream11, Myntra FWD, Castrol - Who hits it out of the park?

Every Holi, brands drench us in a splash of colourful campaigns—some vibrant and memorable, others fading faster than a weak gulaal stain. While a few ads capture the true spirit of the festival, making us smile, think, or feel the festive cheer, others… well, let’s just say they should’ve been washed away before launch. That’s where Storyboard18’s weekly ad reviews come in! This week, we’re diving into the latest Holi campaigns, spotlighting the ones that truly shine and calling out those that miss the mark. Welcome to this week’s Mast & Meh—let’s see which campaigns made a splash and which ones barely left a smudge!

<strong>Mast</strong>

<strong>Brand</strong>: Birla Opus Paints

<strong>Agency</strong>: Leo Burnett India

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Birla Opus Paints' latest Holi ad is a splash of pure joy. The film takes a heart-warming, feel-good route that goes beyond just vibrant hues—it paints a picture of kindness, community, and the simple joys of making someone’s day brighter (literally!). The moment when the children turn the watchman’s dull cabin into a colourful masterpiece? Absolute gold! It’s a clever way to showcase how colours—especially the right ones—can transform not just walls but also emotions. The message ‘This Holi, let’s spread colours of happiness in someone’s life’ lands beautifully, making this more than just an ad. It is fun, it is festive, and has all the right shades of storytelling.
 
<strong>Meh</strong>

<strong>Brand</strong>: Mirinda

<strong>Agency</strong>: Daftar Creative Room

<iframe width="560" height="315" src="https://www.youtube.com/embed/Bxm3chH1Dl0?si=CTVhsVzN54LrCIUb" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Mirinda’s latest Holi campaign tries hard to be the life of the party, but instead, it feels like that one guest who forces a joke and expects a standing ovation. The whole “kaali zubaan, rangeen zubaan” vibe dulls the Holi spirit, with an execution so generic, it feels like a rerun of every soda ad ever made. There’s no fresh storytelling, no real emotional connect—just a fizzy attempt at forced joy. The idea that a soft drink can single-handedly transform moods isn’t new or convincing. And in an era where brands are striving for deeper, more meaningful storytelling, Mirinda seems stuck in a loop of “drink this, be happy.” A splash of colour doesn’t make up for a lack of originality. This one’s all bubbles, no burst.

<strong>Mast</strong>

<strong>Brand</strong>: Crocs India

<strong>Agency</strong>: Kulfi Collective 

<iframe width="560" height="315" src="https://www.youtube.com/embed/A-mHc-82Bko?si=UPApaq94vPOVz8x_" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Now this is how you remix nostalgia! Crocs just dropped a Holi campaign that’s as vibrant as a splash of gulaal in the air. By reviving Rangeela Re—a track that still makes hearts race even 30 years later—this collab is a pitch-perfect blend of classic beats and contemporary cool. Pratibha Ranta absolutely owns the screen in the high-energy dance film, making this campaign feel less like an ad and more like a Holi party you wish you were invited to. This campaign isn’t just a celebration of colour, it is a celebration of culture, creativity, and the timeless power of music. A Holi hit in every sense!

<strong>Meh</strong>

<strong>Brand</strong>: Edelweiss Mutual Funds

<iframe width="560" height="315" src="https://www.youtube.com/embed/0_y1KE6MAzM?si=aWzh1CGbaCocqbDx" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Edelweiss Mutual Fund’s Holi ad tries to score an emotional goal but ends up kicking the ball straight into the stands. The premise—using Holi colours as a metaphor for inclusion—is sweet, but the execution feels forced. The connection between a child’s dream, financial planning, and Minor Folios? A stretch longer than a penalty shootout. Instead of genuinely inspiring confidence in early investments, the ad leans on a predictable, feel-good moment that feels more like a festival gimmick than a solid financial takeaway. A well-meaning effort, sure, but much like a Holi colour that fades too fast.

<strong>Meh</strong>

<strong>Brand</strong>: Piramal Finance

<strong>Agency</strong>: Inhouse

<iframe width="560" height="315" src="https://www.youtube.com/embed/ppYylPvZccE?si=axlfgcdA8QdksIei" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Piramal Finance’s Masti Ke Rang, Neeyat Ke Sang takes a bold leap into AI-generated storytelling, but lands with a digital thud. While the concept of an entirely AI-crafted Holi ad is intriguing, the execution feels more like a tech demo than an actual celebration. The colors pop, the visuals swirl, but where’s the soul? The joy of Holi isn’t just about aesthetics—it’s about human connection, spontaneity, and messy, unscripted fun. This ad, however, feels as emotionally engaging as a screensaver. Experimenting with AI is great, but let’s not let algorithms replace authenticity.

<strong>Meh</strong>

<strong>Brand</strong>: boat x Swiggy Instamart

<strong>Agency</strong>: Blue Drop Pictures

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boAt and Swiggy Instamart’s Holi ad tries to ride the wave of viral trends but ends up feeling like a forced remix no one asked for. Veer Pahariya’s Rang hook step gets overplayed to the point of exhaustion—by a waiter, an elderly couple, and random partygoers, because apparently, Holi isn’t fun unless everyone is doing the same move on repeat. The plot? Thin. The humor? Stretched. And the big climax? Ordering boAt speakers via Swiggy Instamart… because that’s how you fix a dance move gone wrong? The execution is colorful but predictable, leaving this campaign feeling like a faded gulal stain.

Mast & Meh Holi Special: Mirinda, Birla Opus, Crocs - who passed with flying colours?

Every week, brands continue rolling out their spotlight moments to wow us—but let’s be real, not every attempt strikes gold. Some ads make us chuckle, spark a thought, or stick with us well beyond the ball drop, while others… should probably stay in drafts. That’s where Storyboard18’s weekly ad reviews step in! We sift through the latest campaigns, calling out the ones that truly shine and those that miss the mark. With our straight-up, zero-fluff approach, you’ll get the real scoop on which ads are worth your attention. Dive into this week’s Mast & Meh to see which ads we gave a thumbs up and which weren’t even worth a yawn!

<strong>Mast</strong>

<strong>Brand</strong>: Luminous

<strong>Agency</strong>: Grey India

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Luminous Power Technologies’ latest #WomenInEnergy film is an electrifying tribute to girl power in STEM. Released on International Women’s Day, the ad flips the switch on gender stereotypes in the energy sector with a simple yet powerful story. The story revolves around Ritika—a young girl confidently presenting her solar energy model at a school exhibition. When the judges assume a man must have helped, she delivers a mic-drop moment: "My mom, a chief engineer at Luminous Solar, guided me." Boom. Bias shattered. The ad isn’t just heart-warming; it’s a wake-up call. It brilliantly spotlights women as innovators, leaders, and disruptors in tech. Luminous doesn’t just sell energy solutions—it sparks a revolution. 

<strong>Mast</strong>

<strong>Brand</strong>: Prime Video x Dupahiya

<strong>Agency</strong>: Toaster

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Amazon Prime Video’s promo for Dupahiya is a masterclass in nostalgia done right! Bringing back the OG Roadies trio—Raghu, Rajiv, and Rannvijay—in their classic no-nonsense, tough-love judging avatars is pure gold. The ad cleverly weaves in Dupahiya’s central theme—a Royal Enfield bike—into a high-stakes showdown that’s equal parts hilarious and intense. The beauty? It never explicitly calls out Roadies, but the setup screams it loud enough for every millennial to feel the throwback chills. It’s a smart, self-aware play that fuses pop culture and storytelling seamlessly. No gimmicks, just sharp execution, nostalgia-fuelled engagement, and a brilliant tease for Dupahiya. Amazon Prime Video, take a bow!

<strong>Mast</strong>

<strong>Brand</strong>: Nescafe

<strong>Agency</strong>: McCann Gurugram

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Nescafé just brewed up a game-changer! Ditching its iconic four-note jingle, the brand goes full throttle with a fresh rap anthem that speaks Gen Z’s language—bold, aspirational, and full of hustle. The 90-second spot follows three college newbies, each chasing their dreams, fueled by Nescafé. Whether it’s Arav acing academics, Vrinda saving sparrows, or Aveka drumming her way to glory, the message is clear: Bana Apni Duniya—make your world. The ad isn’t just a caffeine fix; it’s an energy shot for ambition, perfectly capturing the self-made spirit of today’s youth. A bold move, a fresh beat, and a story that sticks—Nescafé’s got it right!

<strong>Meh</strong>

<strong>Brand</strong>: Johnson’s Baby

<strong>Agency</strong>: DDB Mudra

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Johnson’s Baby’s latest campaign featuring Anil Kapoor and Sonam Kapoor tries to blend science with sentiment but ends up feeling like a forced celebrity plug rather than a genuine baby-care message. Anil Kapoor losing a blink-off to a baby might be mildly amusing, but it doesn’t make the campaign memorable or emotionally stirring. Sonam Kapoor’s presence adds little beyond star power, and the brand's usual warmth gets lost in the gimmick. Instead of a heart-warming, trust-building message, the ad leans on celebrity appeal and a quirky execution that doesn’t quite land.

<strong>Mast</strong>

<strong>Brand</strong>: Vivo

<strong>Agency</strong>: FCB India

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Vivo’s KanyaGyaan campaign hits like a thunderbolt—bold, inspiring, and straight to the point. The visual of young women lugging their own chairs to STEM careers? Genius. It’s a punchy metaphor for resilience, ambition, and the fight for rightful space in science and tech. The film doesn’t just highlight the struggle; it celebrates the triumph—women who’ve walked the hard road to prestigious placements, proving that talent knows no gender. Hard-hitting yet uplifting, this campaign doesn’t just talk change—it demands it.

<strong>Meh</strong>

<strong>Brand</strong>: Škoda Auto India

<strong>Agency</strong>: Publicis India

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Škoda Auto India’s Own Your Dream ad feels like a turbocharged attempt at inspiration but stalls before it reaches the finish line. With Ranveer Singh in full-throttle energy mode (as expected), the film throws every cliché into the mix—dream-chasers, newlyweds, athletes, musicians—without actually telling a compelling story. The imagery is glossy, the aspirations are high, but where’s the real connection to the Kylaq? The car appears more as a prop than a protagonist, lost in a fog of overused metaphors and cinematic grandiosity. Instead of making us own our dream, this one just makes us yawn.

<strong>Mast</strong>

<strong>Brand</strong>: Tanishq

<strong>Agency</strong>: Autumn Grey

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Tanishq’s Her Choice ad is a masterclass in storytelling that shatters stereotypes with elegance and impact. In a world where empowerment is often boxed into rigid definitions, this campaign flips the script—loudly, boldly, and refreshingly. The film’s genius lies in its simplicity: a woman, poised, purposeful, and confident, makes a choice that might surprise the world but is hers alone to make. The twist? It’s not about career versus homemaking—it’s about breaking free from expectations and owning one’s decisions, judgment-free. Tanishq, with its signature grace, doesn’t just sell jewellery; it sells a narrative that’s relevant, real, and a gem, just like the brand itself.

<strong>Meh</strong>

<strong>Brand</strong>: Mamaearth

<strong>Agency</strong>: Steve Priya

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Mamaearth's latest campaign, featuring Shilpa Shetty, tries to push its baby wash as the ultimate ‘mama-approved’ choice, but ironically, it ends up feeling as formulaic as a baby’s bedtime lullaby. Shilpa plays the ever-cautious mom, rejecting hot water, a rough towel, and a sharp toy before finally approving Mamaearth. But honestly, do moms really need a dramatic proof-check to pick baby wash? The exaggerated setup makes parenting look like an obstacle course rather than an instinct-driven journey. And while the toxin-free messaging is commendable, the ad misses the emotional warmth that could have made it genuinely endearing.

MAST AND MEH