Hit or Miss: The week in ads

From cricket pitches to kitchen counters, this week's brand campaigns prove that the best advertising doesn't sell products; it sells feeling. Whether it's CEAT trusting Zoya Akhtar to turn tyre grip into cinematic poetry, Spinny leaning on two decades of Sachin's trust to reshape used-car stigma, or Crocs daring audiences to let them talk, the common thread is confidence.

Nostalgia makes a roaring comeback with Coca-Cola's Rimzim Jeera revival, while upGrad flips AI anxiety into a hip-hop love letter. And in a category first, Cars24 puts its CEO on camera as the most accountable brand asset it has. In a cluttered market, the brands cutting through aren't the loudest; they're the most human.

CEAT - “Director wanted a Skid. The tyres Refused”

CEAT has launched a new T20 World Cup campaign directed by Zoya Akhtar, titled Champions Control Over Chaos, which reframes cricket’s frenetic energy as a canvas for precision, instinct and mental control. Instead of typical match montages, the film uses cinematic storytelling to capture moments where elite athletes shift from chaos to mastery — blending emotion, rhythm and narrative tension in ways that mirror CEAT’s brand promise of dependability under pressure. Zoya Akhtar’s creative signature elevates the execution beyond traditional sport advertising, bringing filmic nuance, pacing and character focus to connect emotionally with audiences.

Spinny - “The Master”

Used-car platform Spinny has launched its milestone campaign titled “The Master” to mark a decade in the market, using cricket legend Sachin Tendulkar as the face of its brand narrative. The creative strategy builds on Tendulkar’s iconic legacy of consistency and trust, positioning Spinny as the dependable choice in a category often associated with uncertainty and negotiation. The campaign films bring to life the brand’s core value proposition — transparent pricing, rigorous inspections, structured refurbishments and reliable post-sale support — as part of a seamless buying and selling journey. Premiered during a marquee ICC Men’s T20 World Cup match for maximum impact, the integrated rollout spans YouTube, Instagram and OTT platforms to amplify reach and cultural relevance. By leveraging emotional storytelling rather than hard selling, the work deepens consumer confidence and reinforces Spinny’s role in reshaping how used-car ownership is perceived in India.

Crocs India - “Let Them Talk”

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Crocs has launched its new “Let Them Talk” campaign to spotlight the Echo range, framing it as both a street-style statement and a confidence booster rather than just footwear. By putting actor Siddhant Chaturvedi at the forefront, the campaign taps into authentic cultural expression, using music, movement and everyday urban moments to position Crocs as part of a lifestyle rooted in self-belief and creative freedom. The creative strategy reframes “swagger” as something lived and felt, not performed, with the Echo silhouettes woven into looks that transition seamlessly from city streets to moments of improv dance and self-expression. This narrative aligns product functionality with cultural relevance, making Crocs not just a comfort choice but a style-led canvas for individuality within street culture.

upGrad - “AI Love You”

upGrad’s latest Valentine’s Day effort, “AI Love You,” recasts artificial intelligence as a trusted creative and career partner, flipping common fears about AI disruption into narratives about collaboration and growth. The integrated campaign blends music, pop culture and storytelling to connect emotionally with working professionals, portraying AI as a practical tool that enhances skills, boosts productivity and unlocks career opportunities. Rather than just telling people about AI courses, upGrad built the campaign with AI tools to show how human creativity and machine intelligence can co-create.

Coca-Cola - “Rimzim Jeera”

Coca-Cola India has reintroduced Rimzim Jeera, a cult masala soda from the ’80s, with a bold, nostalgia-charged campaign anchored in the tagline “Jeere mein heera, Rimzim Jeera.” The creative strategy leans heavily on sound and cultural memory by reimagining an iconic R.D. Burman track, twisting its refrain into a catchy “Jeeeeera” hook designed to be an earworm that amplifies recall and builds cultural buzz. The film places the drink’s distinct cumin flavour at the centre of everyday, relatable moments, turning ordinary sips into playful, almost celebratory beats that mirror the vibrant edit and tempo of the soundtrack.

Carysil - “Chunky and Bhavana Panday”

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Carysil rolled out a Valentine’s Day campaign starring Chunky Panday and Bhavana Pandey, reframing the occasion around everyday love and intuitive design rather than grand gestures. The film’s narrative centres on a simple, relatable moment in the kitchen, a forgotten plan turns into an improvised, heartfelt gesture, positioning the kitchen as a space of confidence, ease and genuine connection rather than traditional expectations. By placing Chunky confidently at the centre of a kitchen scene, the campaign subtly challenges gender norms and celebrates skill enabled by intuitive, tech-friendly appliances.

Cars24 - “Sister Promise”

Cars24’s new brand campaign breaks from the traditional automotive playbook by placing its CEO, Sudhir Harish, front and centre; not just in messaging, but on camera, to build trust, clarity and emotional connection with consumers. The idea uses authentic leadership presence as a differentiator in a category often dominated by product features and price talk. Through simple, direct narratives about transparency, convenience and the “no-hassle” promise, the brand humanizes its value proposition while reinforcing Cars24’s mission to make the used-car journey seamless. Strategically, the campaign embraces a CEO-as-spokesperson model to signal accountability and credibility, blending brand storytelling with leadership branding.

KRAFTON - “Yashasvi Jaiswal - Real Cricket”

Krafton India has signed Yashasvi Jaiswal as the brand ambassador for its flagship mobile title Real Cricket, marking a strategic shift toward personality-driven engagement in the crowded mobile gaming space. The collaboration taps into Jaiswal’s cricket authenticity and mass appeal to deepen emotional resonance with fans and players, merging sport and gaming culture in a way that aligns with Real Cricket’s identity. The campaign is positioned to go beyond typical celebrity endorsements by leaning into player narratives and aspirational storytelling, potentially fueling content opportunities across social and digital platforms.

PNB MetLife - ‘Always Ready for Life’

PNB MetLife has launched its new brand positioning, “Always Ready for Life,” featuring international cricketer Smriti Mandhana, to reshape how insurance is talked about in India, not as a product but as a life-stage enabler. The campaign tackles the country’s substantial life protection gap by encouraging proactive conversations around financial planning for milestones such as retirement, child education, savings and long-term security.

Samsung India - “Galaxy Book5”

Samsung, through Cheil India, has launched a new campaign for the Galaxy Book5 that frames the device not just as hardware, but as a canvas for creative identity, showing how today’s creators bring their “many me’s” to life. The film leans into AI-enhanced workflows, portraying moments where imagination and execution merge seamlessly: from ideation to polished output. Rather than focusing on specs alone, the narrative highlights real creative moments, like writing, editing, designing, and remixing, to illustrate how the Galaxy Book5’s AI tools can act as a creative enabler that adapts to different modes of expression.