Hit or Miss: The week in ads

The festive sparkle is in the air, adland’s lit up, and every brand worth its LED string lights is vying to own the upcoming Diwali emotion. From nostalgia-soaked films that tug (and sometimes yank) at the heartstrings to discount-driven chaos dressed up as “celebrations,” it’s officially that time when storytelling meets shopping lists.

This week, we saw brands turn to familiar tropes, family reunions, long drives home, the glow of good deeds, with mixed results. Some ads nailed the festive pulse, wrapping purpose in polish; others felt like déjà vu with extra diya filters. As we inch closer to the big week, the creative fireworks are only getting started. So grab your mithai, mute those notifications (because offers are pouring in), and let’s dive into the hits and misses lighting up our feeds this festive season.

Read On: Nothing launches Diwali campaign with witty twist on festive advertising

Crocs India - “Step Into the Festivities”

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Rashmika Mandanna brings her signature charm to Crocs’ Diwali ad, “Step Into the Festivities,” a vibrant, comfort-meets-celebration film where she grooves through festive chaos in effortless style. It’s a hit because it perfectly marries Crocs’ everyday comfort with Diwali flair, making “easy festive dressing” feel both aspirational and real, just like Rashmika.

Hyphen Beauty - “Gloss That Listens”

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Hyphen’s latest campaign, “Gloss That Listens,” turns customer feedback into creativity. The film shows the brand literally “listening” to user complaints and reinventing its lip gloss formula, a witty, transparent nod to consumer-led innovation. It’s a hit for embracing honesty in beauty marketing, making responsiveness the new luxury and authenticity the real gloss.

Read On: Ferrero Rocher adds a ‘golden touch to Diwali’ with Hrithik Roshan

Uber India - "Har Safar Mein Saath”

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Uber’s latest campaign, “Har Safar Mein Saath,” featuring Gautam Gambhir, celebrates everyday journeys with quiet purpose. The ad shows Gambhir choosing Uber for his daily commitments, blending reliability with humility, much like his cricketing persona. It’s a hit because it humanizes a sports icon while subtly reinforcing Uber’s trust and consistency across India’s hustle.

“Dil Mein Diwali” - Kalyan Jewellers

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Kalyan Jewellers’ “Dil Mein Diwali” aims for emotional opulence, pairing Amitabh Bachchan’s gravitas with Janhvi Kapoor’s youthful charm in a lavish festive setting. But despite the sparkle, it’s a miss, the narrative feels recycled, the chemistry forced, and the product focus lost amid glittery grandeur. The film looks rich, but the emotion feels borrowed.

Read On: Kyaa Matlab launches ‘G.A.P’ initiative to support small business owners this Diwali

“Heirlooms of Today” - Reliance Jewels

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Reliance Jewels’ “Heirlooms of Today” beautifully captures generational grace, with Raveena Tandon and daughter Rasha sharing timeless moments over jewellery that bridges legacy and modernity. It’s a hit for its authentic mother-daughter chemistry, elegant storytelling, and stunning visuals, a campaign that feels intimate yet aspirational, just like the pieces it celebrates.

“Who Writes the News You Read?” - The Hindu

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The Hindu’s “Who Writes the News You Read?” is a sharp, introspective campaign that flips the spotlight from headlines to the hands crafting them. It’s a hit for its thought-provoking storytelling and journalistic integrity, reminding audiences that credible news isn’t algorithmic, it’s human. Smart, self-aware, and quietly powerful, this one leaves a lasting impression.

Read On: How Diwali UGC campaigns brought brands closer to consumers

“Go Subtle or Go Nothing ” - Nothing India

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Nothing India’s “Go Sutble or Go Nothing” featuring comedian Samay Raina as the narrator strikes the perfect festive note taking a dig at the festivals clichés being witty, minimal, and unmistakably on-brand. Blending dry humour with subtle product integration, the film celebrates modern minimalism amid festive chaos. It’s a hit for keeping Diwali cool, conversational, and clutter-free, a refreshing break from over-the-top sparkle, much like Nothing itself.

“Level Up Your Curiosity” - Perplexity AI

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Perplexity AI’s latest film, “Level Up Your Curiosity,” is pure CarryMinati energy, rapid-fire wit, playful banter, and that signature irreverence. The ad is a hit because it doesn’t just sell AI; it turns questions into entertainment, making tech feel as fun and unpredictable as Carry himself. For Gen Z scrolling feeds, it’s impossible to swipe past without a grin.

"GST Bachat Utsav” - Government of India

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The “GST Bachat Utsav” campaign, launched as part of the Next-Gen GST reforms, is a hit for its strategic timing and impactful messaging. The initiative simplifies GST slabs to 5% and 18%, making essential goods more affordable and boosting consumer confidence. The campaign's festive launch during Navratri, coupled with the promise of significant savings, effectively engages the public and encourages support for the government's economic reforms.