Video ad tech company Unruly has released a list of the most shared Indian ads of 2016. Washing detergent Ariel’s #sharetheload campaign that urged men to participate in doing household chores was the most widely shared ad of 2016 with 8.7 lakh shares. This was followed by the interstellar dance party commercial from Cadbury Dairy Milk with 8.2 lakh shares and Cadbury Dairy Milk commercial – Marvelous Creations came in third with 5.06 shares.
Unruly’s rankings are based on the number of shares - as opposed to views on YouTube and Facebook. The rankings are a measure of the ad’s online buzz or virality, since they track the volume of active pass-on rather than the passive, paid metric of video viewership. The data for this ranking was collected from January 1, 2016 to November 29, 2016
Here is the complete list of the 10 Most Shared Indian ads of 2016:
This commercial for Ariel was conceptualised by BBDO India and garnered 877,558 shares. The ad questioned gender roles and was shared virally across the country becoming an agent of change.
The advertisement was published on February 19, 2016.
The Insterstellar Dance Party commercial celebrating the more chocolatey Dairy Milk bar was shared 823,023 times online. This time it is not humans who have been won over by the chocolate bar, it is aliens. In the ad, aliens are excited to find a bar of Cadbury Dairy Milk chocolate on their planet and begin a dance party. When the bar of chocolate is exhausted, they are disheartened. But soon one of them find a spaceship full of chocolate bars, and they resume the interstellar dance party. Ogilvy & Mather was the creative agency behind the ad. The advertisement was published on October 15, 2016.
The Dairy Milk Marvelous Creations ad was the first TV commercial for this newly launched chocolate bar that explodes in the mouth. This ad received 506,506 shares this year.
The ad begins with a man waiting at a bus stop waiting for his bus. When he breaks a bar of Cadbury Dairy Milk chocolate, life is infused into everything around him, transforming his world. He then finds himself at home sharing the exploding chocolate with his family and everything at home comes alive and the party begins. The creative agency behind the ad was Ogilvy & Mather. The ad was published on August 31, 2016
Kit Kat’s My Break campaign celebrated unconventional ways of breaking the chocolate. It garnered 387,408 shares online. The core idea behind the campaign was that Whoever You Are, However You Break, you can have a break, have a Kit Kat. The advertisement was published on July 13, 2016.
The Asus ZenFone advertisement shows viewers the various faces of Kolkata and Goddess Durga during and in the run up to the yearly extravaganza of Durga Puja. It captures the thrills of the festival and the final moments of bidding goodbye to Ma Durga, all through the lens of the ZenFone3. The ad that pulls at the heartstrings of every Bengali was shared 332,818 times this year. The advertisement was published on October 23, 2016.
This short 20 second ad accompanied the release of the DC Comics superhero movie Batman vs Superman: Dawn of Justice. The ad garnered 305,958 shares since its release on March 17, 2016. The ad was aired for the first time during the T20 World Cup Tournament in India.
The promotion for the new toothpaste Colgate Visible White enlisted the endorsement of Bollywood actor Sonam Kapoor. In the ad a band at an event starts playing the ‘Shine Song’ when the band’s vocalist sees Sonam Kapoor’s beautiful and shiny smile.
The ad that was published in March this year garnered 288,809 shares.
The ad for the new spicy Maggi noodles variation with the Barbeque Pepper flavour was shared on the online channels 274,019 times. The campaign for the new flavours of Maggi Noodles was launched on August 25, 2016.
The ad for the Hyundai Elite i20 brings alive the sounds of a car with music icons Arijit Singh and Clinton Cerejo creating music on the Hyundai Elite i20. The music video was published on April 4, 2016 and got 271,828 shares this year.
The Air Asia Kabali ad was a tribute to South India’s Superstar - Rajini. The ad shows viewers footage of the making of KABALI livery for the Air Asia aircraft set to the theme music of the movie Kabali. The tagline of the #AirAsiaKabali campaign was simply: One Man, One Airline. This ad was shared 268,372 and was published on July 19, 2016.