Hit or Miss: The week in ads

This week’s ads show brands moving beyond features and into feelings, behaviours, and cultural cues that people instantly recognise. From Zomato turning healthy eating into a discipline story with Smriti Mandhana, to Bella Vita framing perfume as a tool for confidence recovery, the focus is clearly on emotional positioning over product detailing. 

Amazon Prime Video plays with personality contrast to build hype for Beast Games, while Apple keeps it minimal and clever to prove a point about durability. Across categories, the storytelling feels sharper, more human, and rooted in everyday insight rather than loud claims.

At the same time, several campaigns tap into culture and community in thoughtful ways. Hero MotoCorp reimagines prayer flags as first-aid for riders, Budweiser 0.0 and JioStars place fans at the heart of cricket fever, and Royal Enfield rides into the gaming world to meet younger audiences where they already are. 

Deconstruct, Whisper, Sanjeevani and Gully Labs spotlight real spaces, real people and real care, reminding viewers that brands can participate in life, not just advertise to it. Together, this week’s work reflects advertising that is more observant, more contextual, and far more emotionally intelligent.

Zomato - “Hard Choices? Easy!”

Zomato launched a new video campaign featuring Indian cricketer Smriti Mandhana that reframes healthy eating as a matter of conscious choice and discipline rather than restriction or guilt. The film draws a compelling parallel between Mandhana’s journey and everyday decisions about food, positioning the act of choosing healthier options as something that builds long-term habits and personal growth. Instead of focusing on short-lived resolutions, Zomato emphasises that consistently choosing ‘the hard’ is what drives excellence, both in sport and in daily life. The campaign also highlights Zomato’s Healthy Mode feature, which helps users filter and select nutritious meals more easily, turning better food decisions into accessible, everyday habits.

Bellavita - “Whatever Happens, The Vibe Must Go On”

Bellavita’s latest ad featuring Raghav Juyal leans into sharp lifestyle positioning by selling an emotion rather than fragrance notes. The film frames the perfume as a catalyst in a journey from heartbreak to renewed swagger, turning scent into a symbol of confidence recovery. As Juyal moves from vulnerability to effortless cool, the narrative builds an emotional bridge with viewers who recognise the feeling of bouncing back after a setback. The brand subtly suggests that wearing Bellavita is part of stepping into a ‘cooler you’, the version that shows up stronger, calmer and more self-assured.

Amazon Prime Video - “Beast Games”

Amazon Prime delivers an unexpected yet effective crossover by pairing The Great Khali’s brute strength with Raj Shamani’s sharp, entrepreneurial wit. The campaign plays on the timeless “strong versus smart” contrast, turning it into engaging, high-energy storytelling. Rather than using the personalities as mere faces, the film lets them embody opposing ideas, creating a natural conflict that keeps the narrative entertaining and easy to follow. The tone stays playful while aligning seamlessly with the competitive spirit of Beast Games.

https://www.instagram.com/reel/DTkPcPrExrf/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Hero MotoCorp - “Prayers for Safety”

Hero MotoCorp has launched a purposeful campaign that reimagines Tibetan prayer flags as first-aid kits for Himalayan riders, blending cultural symbolism with rider safety. In many Himalayan regions, prayer flags are hung to bless travellers, but Hero MotoCorp’s initiative replaces traditional cloth flags along key mountain routes with weather-resistant banners containing first-aid supplies like bandages, ointments and emergency contact info. The idea is to offer tangible support to bikers and adventurers facing unpredictable terrain while preserving the spiritual essence of the flags.

Budweiser 0.0 - “In the Hands of Fans”

Budweiser 0.0 has launched its “In the Hands of Fans” campaign to kick off its official partnership with the ICC Men’s T20 World Cup 2026, placing cricket supporters at the heart of the tournament’s narrative. The culture-first, fan-led initiative celebrates the passion, enthusiasm, and shared moments that fans create (whether cheering in stadiums, watching at home, or celebrating with friends) and positions them as the true drivers of the sport’s emotional impact. The campaign is rolling out across India with a 360-degree activation plan that includes nationwide media takeovers, immersive on-ground activations, fan screening experiences, culture-led partnerships, and limited-edition packaging throughout the World Cup period.

JioStars - “History Repeat Karenge, History Defeat Karenge”

JioStars has launched a bold campaign titled “History Repeat Karenge, History Defeat Karenge” ahead of the ICC Men’s T20 World Cup 2026, featuring Indian cricket captain Rohit Sharma as the lead face. The campaign leans into India’s deep cricketing ambition; not just to relive past successes but to conquer new milestones. Through striking visuals and motivational messaging, it positions the team’s journey as one where fans’ passion and belief are as crucial as on-field performance.

Royal Enfield x BGMI - “Ride Beyond Limits”

Royal Enfield and Krafton India have collaborated to integrate the iconic Bullet 350 and Continental GT 650 into Battlegrounds Mobile India (BGMI) as rideable in-game motorcycles as part of the BGMI 4.2 update rolled out on January 15, 2026. From January 19 to February 22, players can unlock Royal Enfield-themed in-game rewards, skins, and collectables through special events, blending motorcycling culture with interactive gameplay. Extending the idea beyond the screen, Royal Enfield also unveiled a custom Continental GT 650 inspired by BGMI’s tactical aesthetics, featuring combat-style design cues.

Deconstruct - “#BringBackBarberShops”

Deconstruct has launched BringBackBarberShops, a heartfelt campaign that celebrates the cultural and emotional value of local neighbourhood barbershops. Framed as a “love letter,” the initiative highlights how these spaces are more than grooming stops; they’re community touchpoints where stories are shared, friendships are built, and culture thrives. The campaign film follows characters revisiting their favourite barbershop memories, blending nostalgia with contemporary relevance to remind audiences of the barbershop’s place in everyday life.

Whisper - “Ab Mudna Nahi, Udna Hai”

Whisper has launched its new “Ab Mudna Nahi, Udna Hai” campaign featuring Indian women’s cricket star Jemimah Rodrigues to normalise active lives during menstruation and challenge lingering social stigmas. The campaign film showcases women confidently going about sports, dance, work, and daily routines while on their periods, reinforcing that menstruation shouldn’t be a barrier to movement or ambition. By pairing Rodrigues’ athletic energy with real-life moments of activity and joy, Whisper emphasises empowerment over inhibition, urging society to shift from outdated notions of mudna (slowing down) to udna (soaring ahead).

Sanjeevani - “Pink Tag Project”

Sanjeevani’s Pink Tag Project is a breast cancer awareness initiative that places bright pink reminder tags inside women’s blouses, turning a daily dressing routine into a moment for health vigilance. Positioned where women naturally look while getting ready, the tags carry simple prompts encouraging regular breast self-examination and early detection. By moving the message from public posters to an intimate, personal space, the campaign makes the reminder hard to miss and deeply relevant. The idea reframes awareness as a private, everyday habit rather than an occasional thought, emphasising that timely self-checks can be life-saving.

Gully Labs - “Karigar”

Gully Labs pulls back the curtain on the quiet craft behind every pair it makes. From cutting raw materials and stitching the upper to shaping, de-lasting, soling, and finishing each edge, the journey reveals the many unseen steps that turn components into a finished shoe. The narrative celebrates the patience and precision of the karigar team, reminding viewers that true value lies in the process as much as the product. A special nod to Narendra Ji adds a human touch, grounding the story in real hands and real skill. It’s a reminder that there’s far more to Gully Labs than what meets the eye.

https://www.instagram.com/reel/DTsQsClk4Wg/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Astral Bondtite - “Lakdi Ka Chumbak”

Astral Adhesives has launched a nationwide campaign for Bondtite Wood Adhesives titled ‘Lakdi Ka Chumbak’, featuring Ranbir Kapoor, to strengthen the brand’s position in India’s growing wood adhesive market. Known for over two decades for its strength and reliability, Bondtite uses the campaign to simplify its value proposition by likening the adhesive’s grip to a magnet for wood, making the choice clearer for carpenters, applicators and trade partners. Conceptualised by The Womb, Astral’s long-time creative partner, the campaign leverages Ranbir Kapoor’s relatability to build trust and reinforce Bondtite as a credible, high-performance alternative in a competitive market.

Max Group - “Where Togetherness is Real Wellbeing”

Max Group has unveiled a new brand film that highlights its integrated ecosystem of care across life stages, reinforcing the idea that true well-being comes from togetherness. Spanning initiatives such as Learning Matters, Antara Senior Living, Max Estates’ LiveWell and WorkWell spaces, and the Leeu Collection, the film showcases how the Group supports people through different phases of life. Anchored in the thought ‘Where togetherness is real well-being’, the narrative focuses on small, everyday moments that build belonging, told through the emotional story of siblings struggling to reconnect.

Apple - “Slide”

Apple has released a new ad video titled Slide that puts the spotlight on the improved durability of the iPhone 17 display. The ad playfully shows an iPhone 17 sliding across a table in a meeting room, screen down, emphasising how its Ceramic Shield 2 front cover is three times more scratch-resistant than the previous generation’s glass, making it tougher against everyday wear and tear. Apple claims this next-gen material is stronger than typical smartphone glass, helping protect the screen from nicks and abrasions users might encounter in daily use. The ad ends with the reassuring line “Relax, it’s iPhone 17,” underscoring confidence in the device’s ruggedness.