Hit or Miss: The Week in Ads

The first week of 2026 isn’t chasing disruption - it’s settling in. Brands appear to be warming up to the year with familiar faces, dependable storytelling formats and narratives that prioritise comfort and recognisability over bold experimentation. It’s a week of calibration rather than creative risk-taking.

This edition of Hit or Miss reflects that mood. Celebrity-led campaigns dominate the conversation, leaning on relatability, humour and emotional shorthand to do the heavy lifting. Where brands understand their lane, the work lands with confidence. Where they don’t, the misses are gentle, more cautious than careless.

The column itself also turns a page this week. While Hit or Miss continues with the same editorial lens, evaluating what works, what doesn’t and why, it moves forward with a new voice calling the outcomes. The format remains unchanged; the scrutiny does too.

As 2026 begins to take shape, these early campaigns offer a clear snapshot of advertising finding its rhythm - steady, familiar and easing into the year ahead.

Bingo! Mad Angles - “Mad for Peace”

Bingo! Mad Angles’ “Mad for Peace” thrives on the familiar chaos of daily disagreements, awkward silences, passive aggression, and bottled-up frustration, all flipped into humour. The exaggerated reactions feel pulled straight from real life, making the snack a comic relief. It’s loud, self-aware and unapologetically Mad Angles. This campaign is a Hit for staying wildly true to its brand personality.

OPPO Reno5 Series - “Live It Your Way”

OPPO’s Reno5 campaign brings together Pooja Hegde, Siddhant Chaturvedi and Ishaan Khatter on an unplanned Kerala road trip, celebrating spontaneity and self-expression. While the chemistry is easy and the visuals are breezy, the celebrity-travel narrative feels overly familiar for the category. This campaign is a Slight Miss for blending into a crowded storytelling space.

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Ferrero Rocher - Year-End Togetherness with Hrithik Roshan

Ferrero Rocher’s year-end film sees Hrithik Roshan hosting an intimate gathering, surrounded by friends, golden lights and quiet reflection. The ad leans into warmth over spectacle, reinforcing Ferrero’s place as a symbol of refined celebration. It feels like a gentle pause before the year ends. This campaign is a Hit for its elegant emotional restraint.

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Tanishq - Soulmate Diamond Pair 

Tanishq’s Soulmate Diamond Pair film becomes instantly iconic by featuring Javed Akhtar and Shabana Azmi together on screen for the first time. Their lived-in conversations and quiet intimacy lend authenticity no scripted romance could replicate. The diamonds feel secondary to the relationship - exactly the point. This campaign is a Hit for turning a real-life partnership into timeless storytelling.

Airbnb - Ananya Panday & Kartik Aaryan

Airbnb’s latest film brings together Ananya Panday and Kartik Aaryan, using their easy familiarity to portray the awkward-to-warm arc of staying at a stranger’s home. From initial hesitation to genuine comfort, the ad mirrors real travel emotions, with thoughtful hosting doing the heavy lifting. Their chemistry keeps it light and believable. This campaign is a Hit for humanising travel through star relatability.

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Boldfit - Samay Raina & Suhani Shah

Boldfit’s collaboration with Samay Raina and Suhani Shah feels refreshingly unfiltered, using humour and casual banter to talk about fitness without moral pressure. Lines like “Aaj raat paneer khaunga” make discipline feel human, not aspirational. The creators never feel forced into selling. This campaign is a Hit for banking on relatability over perfection.

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Rohit Sharma - Stranger Things Finale Promo

Rohit Sharma’s appearance in the Stranger Things finale promo plays on pop culture timing and fandom overlap. The ad doesn’t over-explain the association, it simply lets Rohit’s presence amplify excitement around the finale. It feels like a moment, not a hard sell. This campaign is a Hit for sharp, culture-led celebrity usage.

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Britannia Cakes - “It’s Truly Magic”

Britannia Cakes’ Instagram film captures a familiar festive living-room scene, family, cake, soft lights and shared smiles. While the emotion is warm and comforting, the narrative stays within well-trodden festive territory. It delivers familiarity rather than surprise. This campaign is a Slight Miss for not offering a stronger creative hook.

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