Hit or Miss: The week in ads

It’s that time of the year when adland ditches its subtle shades and turns the saturation dial all the way up. The festive season is here, bringing with it a sugar rush of Rakhi emotions, Diwali preps lurking in the wings, and brands in a full-blown creative sprint. Expect sibling banter turned into emotional tearjerkers, gifting ideas that range from the sentimental to the “did they really make that?”, and more jingles than your playlist can handle. There’s glitter, nostalgia, and the occasional “wait…what just happened?” moment that keeps the scroll thumb busy.

Campaigns are going to fight for eyeballs, wallets, and that sweet viral spot on your feed, sometimes winning hearts, other times making you question the brainstorming session that birthed them. Buckle up. This is the season of creative chaos, marketing madness, and stories that swing between genius and “nice try.” Let's see what this week has in store for us.

Instamart - Rakhi Campaign with Salman Khan’s Bodyguard Shera

Instamart’s Rakhi ad features Shera, portraying him as a dependable protector, from holding back a rickshaw to stopping pranks, ensuring women’s safety. The ad frames him as a silent guardian, resonating with Rakhi’s protective sentiment. Smart casting and clear emotional alignment with the festival’s theme.

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McDonald’s India - ‘Adda’ Culture Film

McDonald’s campaign by DDB Mudra highlights ‘adda’ culture, capturing the brand’s role in everyday conversations and hangouts. Two distinct films show McD moments in varied contexts, blending food with friendship and community bonding. Successfully localizes the brand’s image while tapping into a core cultural habit, making it a hit.

Sebamed - Baby’s journey from womb to world

Conceptualized by Leo and produced by Footloose, this Sebamed campaign follows a baby’s journey from pregnancy to birth, emphasizing protection and care with their baby product range. Directed by Indrani Subherwal, the visuals reinforce trust and safety. Emotional storytelling well-matched with the brand’s positioning in baby care. It’s a hit.

Magicbricks - ‘Power of the Right Address’

Magicbricks’ brand film follows a young couple envisioning their future in a place they can call home, reinforcing the emotional pull of finding the right address. The message is aspirational and rooted in life milestones. A hit for strong emotional connect with life aspirations and property dreams.

McDonald’s India x Sanjeev Kapoor - ‘Protein Plus Slice’

McDonald’s promotes its Protein Plus Range with the launch of ‘Protein Plus Slice’ in collaboration with Chef Sanjeev Kapoor. The campaign emphasizes nutritional value while keeping McDonald’s fun, approachable tone. It combines innovation, cultural connectivity (via a beloved chef), and tangible consumer demand, making it a sweet hit.

Sunfeast Dark Fantasy - SRK Tiffin Box Film

Conceptualized by FCB ULKA, the ad shows SRK adding a sweet touch to tiffin boxes, turning an ordinary lunch into a delightful surprise. It’s a feel-good narrative with a Bollywood charm factor. Star power, emotional appeal, and product integration are spot on. It's a hit.

The Sleep Company - Anil Kapoor Campaign

Created by StevePriya, the campaign features Anil Kapoor promoting The Sleep Company’s products, highlighting comfort and innovation. The focus is on product benefits with a touch of Kapoor’s charm. While celebrity presence is strong, the storytelling lacks a distinctive recall, making it subtle miss.

Canva India - Dil Se Design Tak (Spa Day & Jaadu Dadu)

Two ads under the ‘Dil Se Design Tak’ theme show Canva being used for personal, heartfelt projects, one around a spa day gift and another featuring a warm ‘Jaadu Dadu’ family moment. Heartwarming scenarios with relatable use cases make design tools emotionally appealing, make it a hit.

Google India - International Cat Day

Google India marked International Cat Day (August 8) with an AI-generated video using Google Gemini, captioned “Leaked footage of the billi universe.” The quirky, humorous portrayal of cats’ unapologetic attitude through AI visuals resonated widely online for its creativity and tech-savvy charm. Clever use of AI paired with cat humor made it instantly shareable and delightfully on-brand, made it a hit.

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Kalyan Jewellers × Instamart - Raksha Bandhan Campaign

This campaign offered ₹2,100 vouchers for Kalyan Jewellers on Instamart orders above ₹499, aiming to blend gifting tradition with modern convenience. While smart in its strategic tie-up and pop-culture relevance, it leaned too heavily on promotion, missing the emotional depth of Raksha Bandhan. Good concept but more transactional than emotionally compelling, lacking the storytelling to make a lasting impact. It's a miss.