Hit or Miss: The week in ads

As 2024 nears its end, brands are pulling out all the stops with festive, witty, and dramatic campaigns, all hoping to leave a lasting impression before the year wraps up. From quirky collaborations to nostalgic twists, everyone’s vying for that "hit" moment. But some ads fail to hit the mark, leaving audiences feeling more ‘meh’ than ‘wow’. Here’s a round-up of those campaigns that either spark joy or fizzle out:

Del Monte's King of All Syrups

Del Monte's latest ad promotes its chocolate syrup as the "King of All Chocolate Flavoured Syrups," highlighting its rich, indulgent taste with 40% cocoa. The ad is engaging and distinct. While the ad highlights the product’s rich cocoa, it feels a bit too focused on the syrup’s premium nature without a strong emotional hook. It doesn’t stand out enough. It was a miss.

Zebronics with Hrithik Roshan 

Zebronics' latest ad with Hrithik Roshan plays on his celebrity status, but the humor feels forced. The connection between the product and the actor’s personality is weak, making it less engaging. The ad doesn't effectively highlight the product’s unique features, relying too much on Hrithik’s fame. A miss for us.

Google Pay's 'Futuris'

Google Pay's latest ad showcases its futuristic features, including biometric authentication for seamless payments. The ad effectively highlights the convenience and security of using Google Pay. The ad successfully emphasizes the innovative aspects of Google Pay, appealing to users seeking advanced payment solutions. It was solid hit.

Springfit Ad

Springfit's "Neend Nahi Udegi" ad humorously portrays a professional's unshaken calm despite a modest salary increment, attributing his tranquility to the brand's premium mattresses. It was a hit as the ad effectively combines humor with product benefits, resonating well with urban professionals seeking restful sleep.

BigBasket Christmas 

BigBasket's 2024 Christmas ad, "It All Begins With a Big Heart," features an elderly couple unintentionally spreading festive cheer with the help of a BigBasket delivery executive. The campaign emphasizes the joy and convenience of celebrating Christmas with BigBasket's 10-minute delivery service, highlighting the spirit of giving. The ad effectively portrays an authentic Indian Christmas, resonating with viewers through its heartfelt narrative and showcasing BigBasket's commitment to customer satisfaction. It was a ho ho hit.

Parle London Derry

Parle's latest "London Derry" ad features a whimsical narrative where a cow dances and a painter uses his beard as a brush, highlighting the candy's rich milk and caramel flavor. The whimsical and surreal approach of the ad feels a bit disconnected from the actual product. While visually interesting, it doesn't directly appeal to the candy’s taste or quality, making it a miss.

Makers Hive Empower 

Makers Hive's "Empower with KalArm" ad campaign highlights KalArm®, India's first affordable bionic hand, aiming to restore independence and dignity to amputees. The ad portrays the daily challenges faced by amputees and demonstrates how KalArm can empower them to regain control over their lives. The ad effectively combines emotional storytelling with a powerful message, showcasing the transformative impact of accessible technology on individuals' lives. It's a hit.

IKEA sale ad

IKEA's latest sale ad in India promotes massive discounts and special offers for its 'Clearance and Winter Sale'. The ad features product displays, and highlights the significant discounts across home furnishing and kitchenware. The ad was a hit as it effectively communicates the sale’s attractive offers, creating urgency and appealing to budget-conscious shoppers. However, it could have showcased more product features to make it even more compelling.

Swiggy InstaSanta

Swiggy Instamart's festive #InstaSanta campaign features Punjabi singer Sukhbir as InstaSanta, delivering gifts on a tractor and adding a desi twist to Christmas celebrations. The hit ad effectively combines festive cheer with a local touch, resonating well with the audience. 

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Adani Group's new Ad film

Adani Group's recent advertisement, "Pehle Pankha Aayega, Phir Bijli Aayegi" (First comes the fan, then comes the electricity), highlights their commitment to renewable energy, particularly wind power. The 1.5-minute film narrates the story of Tamtu, a young boy from a village, who, despite facing ridicule, believes that wind turbines will bring electricity to his community. His optimism is realized when the village is illuminated by clean energy from Adani's wind turbines. The ad was a big hit as it effectively conveys the transformative impact of renewable energy on rural communities, resonating emotionally with viewers.

Voltas with Murthy

Voltas has reintroduced its All-Weather Hot & Cold AC campaign featuring the beloved character Murthy. The campaign emphasizes the AC's versatility across seasons, highlighting its intelligent heating for winters, active dehumidification for monsoons, and moisture control for year-round comfort. This initiative aims to position Voltas as a year-round comfort solution, offering energy-efficient and uniform heating compared to traditional room heaters. The ad effectively combines nostalgia with product benefits, resonating well with the audience. It was a hit and we missed murthy too.

Zepto boAt Party

In their latest collaboration, boAt and Zepto have launched a festive ad featuring Balraj, the 'nice guy' who invites internet personalities to his year-end party. When the party faces a crisis due to a missing speaker, Zepto delivers a boAt speaker in just 10 minutes, saving the celebration. The ad features iconic characters like Raghu Ram, Kokila Ben from Saath Nibhaana Saathiya, Perpendicular from Gangs of Wasseypur, and Rohan Cariappa, blending humor, drama, and pop-culture references. The ad effectively combines humor and pop-culture references, resonating well with the audience. Might be the best ad of the list this week.