Hit or Miss: The week in ads

It’s that glorious time of year when brands light up our screens faster than diyas on a Laxmi Pujan night. Everyone’s hustling for your aashirwad (and attention), from emotional family sagas to ads that think one witty line equals enlightenment. This Diwali week, creativity hit overdrive, algorithms went festive, and consumers became unwilling participants in the Great Indian Sentiment Olympics. You scroll for peace, but all you get are brand-led phooljhadis of emotion, sutli bombs of humour, and anars of nostalgia. 

Somewhere between gold coins and gifting gyaan, advertisers are rediscovering their inner Bollywood directors, complete with tear-jerking violins and drone shots of fairy lights. But amidst all the sparkle and sappiness, a few ads truly shone brighter than others, proving that even in the loudest festive clutter, originality (and a well-timed punchline) can still be the brightest diya in the room.

BGMI × Tiger Shroff 

BGMI roped in Tiger Shroff as brand ambassador, launching themed in-game missions, outfits, voice packs, and cinematic elements to blend gaming and Bollywood energy. It’s a miss cause the campaign feels like a typical celebrity endorsement without a truly differentiated hook, heavy on flash, light on emotional or gameplay insight. The celebrity tie-up may not shift core gamer perception.

https://www.instagram.com/p/DPvyVvXAGGr/?igsh=aGh0c2ExaDdlbW9m

The Ordinary Ad

This ad confronts “empty promises and impossible standards” in beauty, highlighting how many skincare brands overpromise and underdeliver. It positions The Ordinary as being honest, affordable, and science-backed. It taps into growing consumer scepticism: the narrative aligns brand truth with audience frustration. The emotional tension + clarity of message gives it credibility and shareability, making it a hit.

https://www.instagram.com/reel/DPyskYiitjx/?igsh=ajJxMzdsaGxmNXU5

Koskii Ad

Koskii’s wedding lehenga ad promises “Her Perfect Wedding Lehenga is ready in a week,” playing on urgency and bridal aspirations. Its a hit because it speaks directly to a strong consumer pain point (waiting for bridal outfits), offering a clear, bold promise. The emotional stakes of weddings make the message compelling.

https://www.instagram.com/p/DPo01ljkcNb/?igsh=MW5yM2N5aHB0cmg2YQ==

Mokobara Ad

The ad titled “What really happens in the Ladies Washroom” uses drama and subtext to highlight their travel/lifestyle brand, likely with metaphors of journey, identity, or transformation. It catches attention by going unexpected, intriguing, and provocative in the narrative. The shock or curiosity factor ensures engagement and recall for a lesser known brand. A fun hit.

https://www.instagram.com/reel/DP3XRtvj1pz/?igsh=MTZqYWkxY2N5YXJmcQ==

Chinese Wok Ad

Chinese Wok’s “Chinese Bole Toh, Chinese Wok” campaign humorously dramatizes how people casually misname Chinese food outlets, pushing its name as the default go-to. While witty, the campaign risks being forgettable if audiences don’t latch on to the pun. Some critics note that the name might still not stick, the device of “mix-ups” is clever but weak in branding muscle. Sutble miss.

https://www.instagram.com/p/DPoNcbEgPJW/?igsh=MTFhd2FieTBqYjR4dg==

Biswa Kalyan Rath × District

This tie-up features comedian Biswa in a quirky, situational skit promoting District. The ad uses everyday social moments to seed the app’s presence in local youth culture. It integrates the brand more naturally than a straight plug, uses a relatable voice, and positions District as urban, fun, and culturally plugged-in, making it a hit.

https://www.instagram.com/reel/DPn4g-widCk/?igsh=ZHdnMzZweGc4cmFq

Campus Shoes × Kriti Sanon 

In the “You Go, Girl 2.0” campaign, Kriti Sanon steps through floating stereotype labels (“Too ambitious,” “Drama queen,” etc.) and breaks them, ending by pointing to her shoes. It's a hit cause the metaphor is clear, emotionally resonant, and aligns with modern women’s aspiration to defy labels. The hero walk through labels is visually symbolic and brand message strong.

https://www.instagram.com/reel/DPigKJmEsTR/?igsh=Y2I0czM3NTV4eTVs

Happydent - Chamking Gum 

This 20-second Hindi ad uses a fun, light visual (teeth, sparkle, energy) to show how chewing Chamking Gum “lights up your world”. It’s simple, visually strong, and aligns well with the product promise. The short format, clear benefit, and energetic visual make it quite effective. It's a hit.

https://youtu.be/wexKdHKpPqY?si=cpG1gtPQ9ZEMFZFE