Google released the YouTube Ads Leaderboard, a list of ads and promoted videos that resonated the most with Indian audiences during the first six months of the year. Showcasing the most engaging ads that people chose to watch, the ten ads clocked an astounding 4 lakh hours of watchtime, with over 60 percent happening on mobile devices.
Storytelling emerged as the winning ingredient for Indian viewers, with six of the ten ads running far longer than the typical 60-second television commercial. Further, based on the average watchtime per ad, it is clear that customers are willing to invest their time and attention on advertising that is narrative-driven and takes audiences along on a journey.
Bajaj, Hitachi, Royal Challenge Sports Drink and Ariel have taken this approach, and captured people’s attention. Testament to this is that two of the ads on the YouTube Leaderboard have been recognised at Cannes this year. These are the Bajaj V film which won the Creative Agency, Leo Burnett a Bronze Lion in the Promo & Activation category under Cars & Automotive Product & Services category, and the Ariel ad for which BBDO India was awarded a Bronze Lion in the Creative Effectiveness category.
Talking about the campaign, Soumya Das, DGM (Marketing), Bajaj Auto said, “The genesis of Bajaj V came from our passion to keep alive the legacy of the invincible INS Vikrant in the form of a bike that lakhs of Indians can ride with pride. We're extremely happy to know that the entire nation appreciates what we did. Youtube as a platform, with its targeting capabilities has helped us to connect with our TG more efficiently and made this campaign a bigger success.”
List of Top Ten Ads:
1.“Bajaj V - The Invincible” Bajaj Auto
2.“#Apni Dukaan” - Amazon India
3. “#BefikarBookKar” - Make My Trip
4. “Fan Anthem #PlayBold India” - Royal Challenge Sports Drink
5. “#Nothing Dirty ft. Badshah - Hitachi Home
6. “Mauka Mauka” - Star Sports
7. “Coca Cola Supermarket” - Coca Cola
8. Pepsi thi jeet gaya - Pepsi
9. “#Share The Load” - Ariel India
10. Samsung Galaxy S7 and S7 Edge - Samsung