Five ads that became social media gold

We decode 5 ads that recently went viral... We decode 5 ads that recently went viral...

e4m by Misbaah Mansuri
Updated: Aug 8, 2017 2:13 PM

It is rightly said that viral content is rarely by chance.  So, what are the magic ingredients that drive content to go viral in the ad-land? The answer to this question can ignite conversations and scale up businesses. For starters, an ad creating a buzz could be by being outlandish or even using the simplest but most impactful techniques to grab eyeballs. These 5 recent ads seem to have decoded the interplay of elements that make ads clickable, shareable and all the rage.

Amazon India- Gudiya Gudiya - #MomBeAGirlAgain

Impressions: 1,684,166

After a campaign last year that garnered whopping 20 million views across social media platforms, Amazon’s new compellingly shareable ad films have garnered up to 7,411,100 views on YouTube. The first film features a retired woman being reintroduced to her love of music by her childhood friend who gifts her a guitar. The second film beautifully weaves in the nostalgia one feels about their school. A school coach introduces the daughter to the naughtiness of her mother’s childhood days. By gifting the mother a football, the daughter discovers a side to her mother she had never seen before! Warmth and happiness shone through and the ad became social media gold helping the brand garner 16 million views and 1,684,166 conversations on Facebook.

Client: Amazon

Agency:  Ogilvy & Mather Bangalore

Jaago Re- “Inequality gets learnt, equality needs teaching”

Views: 90,485

Making a conversation on preactivism, Jaago Re launched a second leg of the film that showcases an instance of gender inequality. The film mirrors society’s tendency to treat women as the weaker sex through a simple conversation that a father has with his son after the boy loses to a girl in an obstacle race. The film ends with a message “Inequality gets learnt, equality needs teaching”, urging viewers to “preact” and pledge support to teaching gender sensitivity. The ad seems to have struck a chord among its audience and has fetched the brand up to 90,485 views on YouTube and 2 million impressions on Facebook. Aligning itself with a social cause, the storyline definitely seems to have melted hearts.

Creative Agency: Mullen Lintas

Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Sangeetha Sampath

Account management: Kishore Subramanian, Lopamudra Bhattacharya, Anahita Brar

Planning: Sushma R Rao

Production House: The Wired Society

Director and Producer: Supriya Sarin

Film Department: Satyajit Ganu

Exposure (mediums used): Digital

OLX- Aagey Badho

Impressions: 1,84,407

OLX’s TVC drives home the point that progress is a journey, and not a destination. The TVC is sprinkled with colloquial references, which is why the phrase ‘life set hai’, comes up repeatedly in the Ad. The campaign builds on the brand imagery established in the last two campaigns – the ‘All New OLX App’ and the‘6 Months Break-Up Challenge’. Just as those two campaigns, Aagey Badho also speaks directly to the millennials. The TVC has been released in seven languages – Tamil, Telugu, Malayalam, Bengali, Marathi, Kannada and Hinglish. Interestingly, the TVC campaign focuses on both the buyer and the seller, highlighting the ease and the convenience of the simple buying and selling experience on the platform. The ad has helped the brand gain 1,84,407 impressions on YouTube.

Client: OLX

Agency Name: Enormous Brands

Creative Team: Ashish Khazanchi, Abhishek Chaswal, Khurram Haque, Umesh Grover and Sayak Basu

Account Management: Ajay verma, Anvita Kant, Rohit Kumar

Director: Hemant Bhandari

Production House: Chrome Productions

Wagga Wagga Oil

Impressions: 5,36,738

The brand is personified through the character of Lucy Kaur – an Australian by birth and an Indian at heart. She is married to a Sikh and is determined to win the hearts of her new Indian family. The stern patriarch of the family is displeased by his son’s decision to marry a foreigner. Lucy undergoes a series of disapproving confrontations until the day she cooks aloo tikki, her father-in-law’s favourite dish. The fact that it is made in Wagga Wagga Diabetes Care oil so that her father-in-law can eat it, helps her break the ice with her new family. The ad beautifully encapsulates demography and has become widely discussed by media agencies and people on social media. The film breaks the format of health focused edible oil communication, by adding a dash of light-hearted humour while tugging at emotions.

Agency: DDB Mudra West

Chairman & Chief Creative Officer: Sonal Dabral

President and Managing Partner, DDB Mudra West: Rajiv Sabnis

Account Planning Team: Amit Kekre, Mehak Jaini, Neha Kulkarni

Creative Team: Rahul Mathew, Kunj Shah, Manish Darji, Fritz Gonsalves, Prasad Rao, Arun Ganesh, Mahima Mathur, Naresh Dhondi, Akshay Keluskar, Bhaskar Dwivedi

Account Management Team: Shally Mukherjee, Yugandhar Madidi, Colin Myers            

Films Team: Vishal Sane, Meenaz Lala

Hathway Broadband

Impressions: 88,832

The catchy ad film that went live last month and shows that when it comes to gaming, downloading, surfing or online streaming, one can do it all and do it fast with Hathway. As R Madhavan opens the laptop and uses the connection he gets his answers and the video ends with a note that 'Speed so high everything will fly' and the videos encompasses how life can change if one has a speedy internet in today's day and age. The short ad speaks volumes in under 40 seconds and has intrigued people with a compelling storyline and brilliant emoting. Madhavan’s star power further helped to drive Hathway’s business by making the ad clickable and shareable.

Agency: Enormous Brands

Creative Team: Ashish Khazanchi, Shubhojit Sengupta, Shiv Parashar, Sanket Kabdugle

Servicing: Ajay Verma and Renjita Menon

Production House: Paper Planes Pictures

Director: Littil Swayamp

Executive Producer: Lisa Dcosta and Shreyas

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