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The Hits of 2014 ; Pressing the right buttons and pushing the envelope

The Hits of 2014 ; Pressing the right buttons and pushing the envelope

Author | Priyanka Mehra and Saloni Dutta | Monday, Dec 29,2014 9:36 AM

The Hits of 2014 ; Pressing the right buttons and pushing the envelope

Unlike 2013 wherein the Google ‘Reunion’ campaign by Ogilvy and Mather and Tanishq ‘Remarriage’ campaign by Lowe and Partners stood out,  2014  was not characterised by any one campaign, except perhaps the BJP campaign on account of its sheer scale and mass appeal.

However, 2014 did have its share of interesting campaigns and controversies.  Airtel Smartphone Network’s ‘The Boss’ ad by Taproot India  brought the brand into limelight. Irrespective of the controversy (the film was accused of promoting stereotypes), the brand hadn’t received this kind of media attention since the success of ‘Har Ek Friend Zaroori Hota Hai’. This year also saw a very interesting campaign ‘Kanna Keep Calm’ for by Lowe and Partners.

Another campaign that defied stereotypes was ‘s ‘Ehsaan Mat Lo’ which humorously depicted the why you should not take a favour(Ehsaan mat lo – Discount Lo), but use This year also saw the hugely successful activation Kan Khajura Tesan, a result of the collaboration between Unilever, PHD, and Lowe and Partners, which put India on the map at Cannes this year.

Whilst idea and theme of brands incorporating a social message and cause with their advertising was only taken a step further this year, the other significant trend was the arrival in no uncertain terms of e-commerce as a category by itself.
The surge of advertising by these e-commerce players forced everyone to get up and take notice. On another front, experiments on Digital continued to grow bigger and better this year, with DBS Bank and SapientNitro recently releasing an interactive digital ad film where viewers can create their own story based on the choices they make during the course of the film.

We take a look at the campaigns that struck gold and were a hit with the classes and masses alike.

BJP Campaign

The General Elections this year were no short of an entertaining drama. With three primary contenders, each of the parties went all out with their marketing blitzkrieg in their own way. Team Soho Square and Piyush Pandey were the names behind the BJP’s high decibel campaign which saw impactful and effective pieces of adcraft that had a strong connect with the masses.

Creative Agency – Soho Square

You can watch the ad here

Center Fresh – Yeh Wala

Centre Fresh’s irreverent new campaign, titled ‘Yeh Wala’, attacked the false claims made by brands through misleading ads. The ad demanded a great degree  of maturity for any industry to laugh at itself, especially when it’s in the creative business. The ad humorously mocked all exaggerated claims, and showed that brands talk too much about their benefits in their ads and hence, the tagline – Center Fresh ‘Zubaan pe rakhe lagaam’ – goes very well.

All in all the ad was entertaining and the flow of the ad from one product to another made it more interesting and engaging.

Creative Agency – O&M

You can watch the ad here

Idea - Ullu Mat Banao

The timing of the campaign was pre election and leveraged the political scenario in the country. From the false claims made by the politician to the tour operator in Kashmir who claimed to be the best in the area, to a man claiming to have produced five super hit movies to an aspiring actress, are all exposed, as a web search reveals the truth that the tour guide is actually cheating people and the man hasn’t produced a single movie and so on.  All through Idea Internet, the series of ads urged masses to embrace Idea and be empowered in their daily lives.

Creative Agency - Lowe Lintas and Partners

You can watch the ad here

KBC 2014 launch film – Kohima

The season promos for the eighth edition of KBC aimed at getting ‘inclusive’ and harp on the USP of its superstar celebrity host, who brought together people from diverse regions, cultures, languages and aspirations. All the while bringing families together in front of the television. With the core message ‘Yahan Sirf Paise Nahi, Dil Bhi Jeete Jate Hain’, the campaign touched on topical issues related to communal violence, north-east  through different stories, characters, set-ups and themes.

Creative Agency – Leo Burnett India

You can watch the ad here

Mumbai Mirror – I Am Mumbai – Hated by some. Every Morning. Thankfully.

Mumbai Mirror’s campaign ‘I am Mumbai’ was back this year, and quite interestingly took a great deal of pride in being ‘Hated’. Regarded as a very brave film that has the guts and gumption  specifically from the brand’s side to  take a stand and say we are happy to be hated, won the film praise from one and all . The audience unwittingly and very naturally could start feeling sorry for the antagonists in the first few seconds, while the film quickly and subtly changes tracks showcasing the antagonists for who they really are. The film ends on a powerful note with a pack shot of the Mumbai Mirror burning, and a punch line of ‘Hated by Some, Every Morning. Thankfully’.

Creative Agency – Taproot India

You can watch the ad here

Nescafe – It All Starts

Nescafe served its coffee strong to its audience while implanting a social message without sounding too preachy. The ad was a major shift for Nescafe which had Bollywood actress Deepika Padukone as the face of the brand. We all fall, get up and complete the race of life! And while we huddle up with friends, family and the world to celebrate success, it is only one companion that silently stays by our side all through the journey, right from the start, never letting us give up and keeping us on track - Nescafe! #ItAllStarts.

Creative Agency – McCann Erickson

You can watch the ad here

Nestle – Share the goodness ( Good Food Good Llife)

The film narrated the endearing story of a young girl adopted by a nuclear family with a young son little older than her, who depicts insecurity; right from the ride back from the adoption centre, the boy’s insecurities are clear from the very beginning in sidelining the new addition to the family and ensuring his mother’s attention. The little girl remains her natural self, tries to involve her new brother in all her activities.  As she climbs atop a kitchen shelf to fetch a jar of sweets, he joins her and she shares one with him, the ice is broken.

‘When goodness is shared over food, life smiles’. The films ends with Nestlé’s promise of ‘Good Food, Good Life’.

Creative Agency – McCann Erickson

You can watch the ad here


Nike – Make Every Yard Count

In a country of a billion, a young cricketer in India never looks at a lack of space as a problem. He looks at it as an opportunity. He looks at the lack of space, and makes more room for his cricketing dreams.Nike make every yard count is a story of possibilities, featuring  1440 such young cricketers with 225,000 crowd sourced moments from thousands of grounds across India. Every frame of the film depicts that one moment, where the cricket crazy youth of India has just one goal, to make every yard count.
The winner of 8 Cannes Lions this year across Cyber, Film, Film Craft and Brand Content, this journey has surely made Every Yard Count.

Creative Agency - JWT

You can watch the ad here

Tanishq Diwali

Using the festive season as the backdrop, the new campaign revolves around the core idea that no gift is small on an auspicious day like Diwali.
Tanishq underlines the emotional and cultural significance of gifting gold as we believe that, a gift is always priceless, whether it’s small or large.

The idea not only captured the right sentiments in the country post the elections of cautious optimism but also struck the right emotional chords with a great cast. 

Creative Agency – Lowe Lintas + Partners

You can watch the ad here

(Thank you for your inputs: Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather India; Prasoon Joshi, McCann; Colvyn Harris, CEO, JWT, South Asia; Santosh Padhi, Co-Founder & Chief Creative Officer, Taproot India; Dhunji S Wadia, President, Rediffusion Y&R; President, Everest Brand Solutions; Satbir Singh, Managing Partner & Chief Creative Office, Havas Worldwide India; Russell Barrett, CCO & Managing Partner, BBH India; Arun Iyer, National Creative Director, Lowe Lintas + Partners;Sonal Dabral Chief Creative Officer DDB Mudra,  Ashish Chakravarthy, National Creative Director, Contract India; Sagar Kapoor, ECD, Lowe Lintas + Partners)

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