Hit or Miss: The week in ads

This week’s advertising landscape shows that compelling storytelling does not require grand gestures. Delhivery and Dabur Red chose grounded narratives for Republic Day, celebrating logistics workers and courageous children rather than relying on overused patriotic clichés. Google India’s Gemini contest channels cricket enthusiasm into AI-driven creativity, while KFC keeps things straightforward, with Vir Das adding humour to otherwise mundane moments. Bobby Deol brings intensity to Kia’s Seltos relaunch, and football legends come together for Adidas.

The boldest move of the week, however, comes from Pepsi, which reimagines Coca-Cola’s polar bear as its own Super Bowl star, complete with therapy sessions and a Queen soundtrack.

Delhivery - “Delivering the Spirit of a Moving Nation”

Delhivery unveiled its Republic Day film that celebrates the backbone of the nation. The everyday journeys that connect people, places and possibilities. Rather than using grand patriotic tropes, the ad focuses on real stories of ordinary movement: goods delivered to small businesses, parcels reaching distant homes, and the unseen logistics that keep life and commerce flowing across India. Through these moments, the film highlights how connectivity and perseverance reflect the spirit of the country, underscoring that progress is built not just on big milestones but on countless smaller journeys made with care and consistency.

Google India - “Gemini Craziest Fan Contest”

Google has launched the Gemini Cricket Fandom AI Contest in India to celebrate the ICC Men’s T20 World Cup 2026 and engage cricket fans through its Gemini AI platform. The campaign invites users to generate creative cricket-related content (such as stories, artwork, or fan tributes) using Google’s Gemini AI tools, turning fan passion into interactive participation. By tapping into India’s deep emotional connection with cricket, the initiative blends technology and fandom, encouraging users to explore AI capabilities in imaginative ways tied to real-world sporting excitement.

Philips India - “Designed for Indian hair. Perfected for you”

Philips India’s new ad for its hair-styling range highlights how its tools help users create different looks with ease, moving through everyday and special moments with simple styling transitions. The film uses vibrant, relatable visuals to show straighteners, curlers and multi-stylers in action, focusing on versatility and everyday use. Brand ambassador Rasha Thadani features in the campaign, adding a contemporary fashion appeal and serving as the face of the styling narrative.

KFC India - “Stay Saucy”

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KFC India has rolled out a new extension of its Dunked campaign featuring comedian Vir Das, bringing a saucy twist to everyday “dry” moments. The film uses humour and Vir Das’s sharp takes to contrast dull or uneventful situations with the bold, messy, flavour-rich experience of KFC’s Dunked range, which coats popular chicken items like wings and strips in fiery Texas BBQ sauce. By turning common frustrations into opportunities for indulgence, the campaign positions the Dunked range as a way to add excitement and taste to ordinary days.

Dabur Red - “Desh Ke Lala”

Dabur Red Toothpaste released a heartfelt Republic Day film titled Desh Ke Bacche, Desh Ke Sachche Laal that celebrates instinctive courage in children. Instead of typical patriotic visuals, the ad highlights real stories of young Rashtriya Bal Puraskar awardees who acted without hesitation in emergencies (from stopping a gas fire to rescuing peers from drowning), driven by empathy rather than training or recognition. The narrative is told in the children’s own words, emphasising that bravery isn’t about being heroic, but about responding when someone needs help.

Axis Max Life - “Bharosa Tum Ho”

Axis Max Life has rolled out a refreshed chapter of its flagship “Bharosa Tum Ho” campaign centred on trust and personal responsibility in financial protection. The renewed narrative stars brand ambassadors Rohit Sharma and Ritika Sajdeh not just as celebrities, but as a relatable couple navigating life’s protective responsibilities, reinforcing the idea that individuals themselves are the primary protectors of their families. The campaign expands its appeal by introducing South Indian actor Allu Sirish, adding cultural breadth and fresh relevance to the storyline. Two thematic films explore trust from intimate life moments, including welcoming a baby, and through a culturally engaging interplay between cricket and cinema, making protection feel human, reassuring, and relatable across life stages.

Rajnigandha - “Yun Hi Nahin Main, Rajnigandha Ban Jaata Hun 3.0”

Rajnigandha has unveiled a cinematic new TVC titled “Yun Hi Nahin Main Rajnigandha Ban Jaata Hun” that elevates the brand’s long-standing association with confidence, charm, and subtle allure. The film uses evocative visual storytelling to portray moments where wearing Rajnigandha feels effortless yet impactful. Not by chance, but because it complements the wearer’s personality and presence. Through soft, expressive scenes and a poetic narrative tone, the ad reinforces the idea that choosing Rajnigandha is not just about fragrance, but about embracing a mood, an identity, and a quiet self-assurance that resonates in everyday life.

Kia India - “The all-new Kia Seltos”

Kia has launched a bold new campaign to introduce the all-new Seltos, starring Bobby Deol as its face. The four 20-seconders from the campaign channel a confident, edgy tone that mirrors the SUV’s refreshed design and dynamic performance, positioning the Seltos as a vehicle for drivers who make a statement. With sleek visuals, punchy pacing, and Deol’s charismatic presence, the campaign underscores the Seltos’s performance, tech features, and road presence while tapping into a youthful, assertive attitude. The creative approach blends aspirational lifestyle cues with a rugged, “badass” vibe that aims to resonate with buyers looking for both style and substance in their next SUV. Kia’s integrated marketing and creative partner, Innocean India, conceptualised and executed the campaign, with the launch announcement led by the Innocean team.

Invogue - “Arrested for Style”

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Invogue has launched a new campaign for its shapewear line titled “Arrested for Style”, featuring Malaika Arora as the face of the film. The ad uses playful visuals and tongue-in-cheek storytelling to highlight how striking style and confident presence can be so captivating that they metaphorically “arrest” attention wherever you go. With Arora’s iconic poise and fashion sensibility front and centre, the campaign positions Invogue’s shapewear as a foundation piece that enhances comfort and silhouette while boosting personal confidence.

Adidas - “It’s Time To Choose”

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Adidas has launched a new global ad ahead of the FIFA World Cup, featuring legendary football icons Zinedine Zidane, Xavi Hernandez and David Beckham. The film celebrates the universal language of football, creativity, style and flair, by bringing together three generations of playmakers who defined their eras with vision and artistry on the pitch. Instead of focusing on teams or trophies, the campaign highlights moments of inspiration, emphasising how the sport connects players and fans across cultures and time.

Pepsi - “The Choice”

Pepsi has dropped a playful Super Bowl 60 commercial titled “The Choice” that cheekily revives the classic Pepsi Challenge by putting Coca-Cola’s iconic polar bear mascot in a blind taste test between Pepsi Zero Sugar and Coke Zero Sugar; only for the bear to pick Pepsi. That unexpected preference sends the character into a humorous existential spiral, complete with a therapy session led by Oscar-winning director Taika Waititi, who also directed the spot, and a whimsical concert scene echoing a viral kiss-cam moment. The film blends nostalgia, competition and surreal humour to turn a simple taste test into a cultural moment on the biggest advertising stage of the year. By referencing a century-old rival icon and layering pop-culture callbacks with Queen’s ‘I Want to Break Free’, Pepsi updates its challenger identity while spotlighting Pepsi Zero Sugar in a memorable, shareable way.