Hit or Miss: The week in ads

From nostalgic callbacks to sharp social commentary, this week's crop of campaigns reflects the range and ambition of brands currently competing for attention. McDonald's leans into memory with a full-circle revival, INDmoney weaponizes satire to make a financial product feel genuinely fun, and Tata Consumer Products turns a quietly familiar workplace frustration into a conversation starter. Across categories (fintech, apparel, logistics, FMCG), the creative work this fortnight is doing more than selling; it is staking out a point of view.

Several campaigns also reflect a broader cultural reckoning with how brands speak to and about women, not just on International Women's Day but through the stories they choose to tell year-round. Mahindra Finance turns employee experiences into spoken-word poetry, Canon reframes inclusion as a daily practice rather than a calendar moment, and Titan Raga challenges the quiet guilt women feel when they choose to rest. Meanwhile, Gap takes a different route entirely, transforming a Spring campaign into a full-length music video anchored in Latin culture. The result is a week where the most interesting advertising is less about product features and more about what a brand actually believes.

McDonald’s - “Khaao Meal Baant Ke”

McDonald’s India (North and East) has revived a nostalgic 2011 commercial featuring Sara Arjun, reimagining it for a new generation while promoting its Buddy Meal. The original ad, in which a young Sara humorously debates the expectations of being a “girlfriend” before revealing that she wants a McAloo Tikki, became a memorable pop-culture moment in Indian advertising. The new film recreates that familiar dialogue and setup with Sara returning as an adult, cleverly turning the old narrative into a full-circle brand story about simple cravings and uncomplicated happiness.

BKT Tyres - “Elevate Your Drive”

BKT Tyres’ “Elevate Your Drive” campaign marks the brand’s strategic entry into India’s on-highway tyre market, using Ranveer Singh to embody ambition and forward momentum. In the film, Singh appears as himself, delivering a voiceover that ties together stories of people striving to move from ordinary to extraordinary. The narrative builds on a simple human insight: while many aspire to progress, doubt often slows them down. By framing tyres as a partner in that journey, BKT positions itself as an enabler of confidence and progress on the road.

INDmoney - “American Paglus”

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INDmoney’s “American Paglus” campaign uses satire to poke fun at Indians who are overly obsessed with American culture. The film introduces quirky characters who misread everyday Indian things through an American lens, mistaking a cricket bat for baseball gear, calling vada pav a cheeseburger, or ordering a “chai tea latte.” The exaggeration builds toward the campaign’s central message: instead of trying to imitate Americans, Indians can invest in American companies through the INDmoney platform.

Levi’s - “Behind Every Original”

Levi’s has launched a new chapter of its “Behind Every Original” campaign in India, featuring Alia Bhatt, to spotlight how the people and influences behind it shape individuality. The film blends intimate storytelling with Levi’s signature denim aesthetic, portraying Bhatt in moments that reflect confidence, authenticity and personal growth. Rather than focusing on product features, the narrative highlights the journey of self-expression and the support systems that help shape one’s identity.

PhonePe - “An Investing Team for Every Pehelwan & You”

PhonePe Wealth’s campaign “Mutual Funds bhi, ab PhonePe” uses humour and culturally familiar settings to simplify investing for first-time users. The campaign features two films set in unexpected environments, a wrestling akhada and the backstage of a folklore performance, where characters navigate everyday situations that mirror the confusion many new investors feel. Through these light-hearted narratives, the ads demonstrate how PhonePe Wealth simplifies investing by guiding users through both fund selection and the investing process.

GAP - “Sweats Like This”

Gap’s Spring 2026 campaign turns advertising into entertainment by presenting the brand’s message as a full-length music video starring Puerto Rican rapper Young Miko. Built around a reimagined version of her hit track “WASSUP,” the film features dynamic choreography with more than two dozen dancers, showcasing Gap’s sweats as a uniform for creativity and self-expression. Rather than a traditional fashion ad, the campaign blends music, movement and style to embed the brand within contemporary culture. Creatively, the strategy reflects Gap’s long-standing approach of using music as a cultural bridge, while also marking a milestone as the brand’s first Spanish-language campaign, highlighting the global influence of Latin music and youth culture.

Kenstar - “Future of Cooling”

Kenstar’s new campaign for its 5-star-rated air coolers features Rajkummar Rao and Patralekha, using relatable storytelling to highlight the brand’s promise of energy-efficient, dependable cooling for Indian homes. The film focuses on everyday household needs during summer while introducing a new range with a 5-Star BEE energy rating and a 5-year warranty, positioning the product as both cost-saving and reliable over the long term.

Tata Consumer Products - “#TheNoRepeatCampaign”

Tata Consumer Products’ #TheNoRepeatCampaign, created by Schbang, spotlights a subtle workplace bias where women’s ideas are often acknowledged only after being repeated by others. The campaign uses a mockumentary-style film centred on a character named “Doobara” (meaning “again”) to dramatize this everyday experience. By intentionally weaving repetition into the narrative, the creative makes viewers feel the frustration of being overlooked. Grounded in research on workplace interruptions, the campaign aims to spark conversations about listening, recognition and equitable participation in professional spaces.

boAt x GIVA - “Wear Your Charm”

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boAt and GIVA have collaborated on the “Wear Your Charm” campaign for the Chrome Ivory smartwatch, positioning the device as a blend of technology and personal style rather than just a functional gadget. The campaign features women from diverse fields, including Chetna Pande, Bhavika Sharma, Sanjana Ganesan, Aisha Ahmed, and Cipia Artul, who share stories of navigating everyday challenges while embracing confidence and individuality. At the centre of the narrative is the smartwatch paired with a GIVA-crafted 925 silver charm, symbolizing how technology can double as a form of self-expression.

Titan - “Busy Woman”

Titan Raga’s latest campaign challenges the idea that women must constantly be productive to justify their time. The film highlights how many women feel uneasy taking moments for themselves, often treating leisure as something that must be earned after fulfilling responsibilities. Raga flips this narrative by celebrating women who choose to pause without guilt, reclaiming time for personal joy and self-expression.

Canon - “EveryDay”

Canon India’s “EveryDay” campaign reframes inclusion as something practiced daily rather than celebrated only on occasions like International Women’s Day. The brand film captures authentic workplace moments: team discussions where voices aren’t interrupted, ideas are evaluated without bias, and employees feel encouraged to contribute and grow. By focusing on these small but meaningful interactions, the campaign highlights how an inclusive culture is built through consistent behaviours and everyday collaboration, not symbolic gestures.

DTDC - “We Got This”

DTDC’s “We Got This” brand film challenges the long-standing perception of logistics as a male-dominated industry, spotlighting the growing role of women across its operations. The fast-paced film moves through sorting hubs, logistics facilities and boardroom discussions, showcasing women leading teams, managing hubs and driving strategic decisions within the company. Notably, the campaign features real DTDC employees and leaders, giving the narrative authenticity rather than relying on actors.

Mahindra - “#HerVerse”

Mahindra Finance’s #HerVerse campaign, launched around International Women’s Day, brings the real experiences of its women employees to the forefront through spoken-word poetry. The initiative pairs poets with employees across roles and regions who share personal stories of ambition, resilience, and workplace challenges, which are then transformed into poetic performances. Creatively, the campaign shifts away from symbolic Women’s Day messaging toward authentic storytelling rooted in lived experiences. Positioned as an original intellectual property, #HerVerse aims to evolve each year with new voices, building a growing archive of women’s narratives within the organization while reinforcing Mahindra Finance’s focus on representation and inclusion.

Amazon Music x Fever Network - “Women In Music 2026”

Amazon Music and Fever Network marked International Women’s Day with the Women in Music 2026 roundtable, bringing together artists such as Raja Kumari, Lisa Mishra, Rashmeet Kaur, Madhubanti Bagchi and lyricist Kausar Munir to discuss the realities of being women in the music industry. The conversation explored issues such as limited headlining opportunities, career choices between playback and independent music, and the broader social pressures women face. From a creative-industry perspective, the initiative shifts brand participation from promotion to platform-building, using dialogue and artist storytelling to spotlight systemic gaps while amplifying women’s voices in India’s evolving music ecosystem.

KitKat - “O Grand Break da Formula 1”

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KitKat has renewed its sponsorship with Brazilian Formula 1 driver Gabriel Bortoleto and launched a new campaign titled “Grand Break.” The initiative extends the brand’s iconic slogan, “Have a break, have a KitKat,” into the high-pressure world of Formula 1, highlighting the importance of taking pauses even in environments defined by speed and performance. In the campaign film, Bortoleto’s moment of relaxation is set to Queen’s “I Want to Break Free,” creating a contrast between the intensity of racing and the need to step back and recharge. The campaign, created by VML Brasil, focuses on the idea that breaks (whether between races, training sessions or decisions) are essential to maintaining top performance.