Hit or Miss: The week in ads

April has been a month of contrasts in Indian and global advertising. While some brands leaned into spectacle, like football legends, Bollywood power couples, and viral absurdist humour, others quietly made their mark through restraint, emotion, and clarity of purpose. The IPL season, as always, proved to be fertile ground, with it pulling in everything from fintech to footwear.

Across these campaigns spanning FMCG, logistics, tech, lifestyle, and beyond, a few clear themes emerge: the growing appetite for trust-led communication, the Gen Z pull towards entertainment-first storytelling, and the enduring power of a well-cast face paired with a sharply defined idea. Here is what caught our attention this month, and why it worked.

super.money - “Simplest ad ever?”

The latest super.money campaign featuring Salman Khan takes a minimal, no-frills approach built around “No Drama, Only Cashback.” Instead of high-energy storytelling, it focuses on a clear value proposition: real cashback on UPI transactions. Released during the cricket season, the ad uses Khan’s appeal but keeps execution simple, relying on repetition and clarity. In a crowded fintech space, the campaign positions super.money as transparent and straightforward, prioritising trust and direct communication over gimmicks.

Dettol - “Shaadi Ka Ghar”

Dettol’s ‘Shaadi Ka Ghar’ campaign tells a simple yet emotionally resonant story set in a bustling wedding house, where a young boy hides his pain after a fall but eventually turns to his mother in private. Conceptualised by Prasoon Joshi and directed by Amit Sharma, the film highlights the quiet, instinctive care of mothers, showing how children often reserve their vulnerability for them alone. Rather than relying on dramatic storytelling, the ad uses subtle, relatable moments to emphasise comfort, trust, and everyday care, seamlessly integrating Dettol as a natural part of that nurturing relationship.

LEGO - “Everybody wants a piece”

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LEGO’s latest World Cup 2026 campaign brings together football icons Cristiano Ronaldo and Lionel Messi alongside Kylian Mbappé and Vinícius Júnior in a playful film titled Everyone Wants a Piece. The ad shows the stars attempting to claim a LEGO-built World Cup trophy by placing their mini-figures on top, only for a child to ultimately take the spotlight, reinforcing the idea that the game belongs to fans. Released ahead of the tournament, the campaign blends nostalgia, rivalry, and humour while promoting collectible minifigures, quickly going viral for its rare collaboration and cultural appeal.

FedEx - “Moving auto parts is the most important part”

FedEx’s latest campaign in partnership with Chennai Super Kings uses cricket as a metaphor to position itself as an “all-rounder” in logistics, highlighting agility, reliability, and end-to-end solutions. Featuring CSK players like MS Dhoni, Ruturaj Gaikwad, and Urvil Patel, the digital films draw parallels between cricketing versatility and the brand’s ability to handle diverse business needs across sectors like healthcare, automotive, and e-commerce. Part of the “FedEx. The Move India Needs” platform, the campaign reinforces how businesses can seamlessly connect to global markets, positioning FedEx as a reliable partner enabling faster and smarter trade.

Google India - “Meet, not so cute”

Google’s latest IPL-linked campaign turns the MI vs KKR rivalry into a lighthearted love story through a six-part micro-drama series titled A Perfect Match, featuring Ishaan Khatter and Sara Arjun. Instead of traditional ads, the brand uses a narrative format to showcase its AI-powered search tools within everyday situations. The films blend romance, cricket banter, and humour, with characters using Google’s AI Mode to settle playful debates and solve real-life queries. Aimed at Gen Z audiences during peak IPL consumption, the campaign positions Google as a natural part of daily conversations by merging entertainment with utility.

Pringles - “Pringlelina: A Love Story”

Pringles’ Pringlelina: A Love Story extends its playful “build your own partner” narrative into a surreal, romantic storyline where a human falls for a character made entirely of stacked chips. Created by BBDO New York, the campaign leans into absurd, Gen Z-style humour while parodying classic love-story tropes (dates, intimacy, and emotional bonding) all with an edible twist. By turning its core product feature, stackability, into the foundation of a relationship, Pringles blends product storytelling with entertainment, reinforcing its quirky brand identity while creating a memorable, culture-driven campaign.

Cadbury Dairy Milk - “The Khaas Seat”

Cadbury Dairy Milk’s latest IPL campaign, #TheKhaasSeat, focuses on celebrating first-time stadium experiences by introducing a dedicated section at Wankhede Stadium for fans attending their first-ever match. In partnership with Mumbai Indians, the initiative allows consumers to participate via QR codes on special packs, offering match tickets, signed merchandise, and player meet-and-greet opportunities. Supported by two emotional films capturing the excitement and vulnerability of first-time attendees, the campaign shifts focus from on-field action to fan moments, reinforcing the brand’s “Kuch Meetha Ho Jaaye” philosophy through shared joy and memorable experiences.

Johnnie Walker - “Icon Meets Icon”

Johnnie Walker’s latest campaign with Virat Kohli reimagines its iconic “Keep Walking” philosophy by shifting the focus from achievement to continuous progress. Instead of celebrating success as an endpoint, the campaign presents it as a starting point for further growth, reflecting a mindset increasingly embraced by younger audiences. Through a high-energy film, Kohli is shown across different facets of life: athlete, entrepreneur, and individual, emphasising constant evolution beyond milestones. Backed by a reworked version of I Was Made for Lovin’ You, the campaign aligns with a cultural shift where ambition is defined by reinvention and forward momentum rather than trophies alone.

JioMart - “Fayda Kama Rahe Hai”

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JioMart’s latest campaign featuring Ranveer Singh and Deepika Padukone introduces the ‘Fayda Meter’ as part of its “Time aur Paise Dono Bachaye” platform, aiming to make savings more visible for consumers. Built on the insight that users often don’t track how much they save while shopping online, the campaign uses a visual device to showcase real-time benefits on every order. Through slice-of-life storytelling, humour, and a catchy jingle, the ad highlights everyday household moments while reinforcing value. By turning invisible savings into something tangible, JioMart strengthens its positioning as a convenience-led, value-first platform in a competitive online grocery market.

The Body Shop - “Ban The Gyaan”

The Body Shop’s “Rebellious by Nature” campaign marks its 50-year milestone by celebrating individuality and self-expression through voices like Mandira Bedi, Sumedh Mudgalkar, and Diksha Singh. Instead of a conventional anniversary approach, the campaign highlights personal stories of defying norms and embracing authenticity, aligning with the brand’s long-standing values of ethical beauty and empowerment. By spotlighting diverse perspectives, it reinforces the idea that rebellion is not about disruption alone, but about staying true to one’s identity and driving meaningful change.

JioStar - “Ab Ek Hoke Dekh”

JioStar’s IPL 2026 campaign, Ek Hoke Dekh, positions the league as a unifying cultural force by highlighting how cricket transcends regional identities. Featuring players like Ruturaj Gaikwad, Shreyas Iyer, Krunal Pandya, Tilak Varma, and Mohammed Siraj, the film begins with a local dispute over identity before reframing it through IPL fandom, where players are embraced beyond their origins. Conceptualised by ZeroFifty, the campaign builds towards rival fans coming together, reinforcing the idea that despite team rivalries, the IPL ultimately unites audiences across India as a shared emotional experience.

Red Chief - “No Shortcuts, Only Grit”

Red Chief’s latest campaign featuring Ayushmann Khurrana builds on his role as brand ambassador to position the footwear label as a modern lifestyle choice for India’s youth. The campaign highlights versatility across formal, casual, and sports footwear, aligning with Khurrana’s relatable, multi-dimensional persona. Aimed at strengthening appeal across metros as well as tier 1, 2, and 3 cities, the brand focuses on authenticity, comfort, and contemporary design. Rolled out as a 360-degree push across platforms, the campaign reflects Red Chief’s broader strategy to evolve from a traditional leather brand into a more youth-centric, fashion-forward identity.

Samsung - “The Monster Stunt”

Samsung’s Galaxy M17e 5G campaign blends nostalgia with high-octane biking culture to bring its “All in One Monster” positioning to life. Conceptualised by Cheil India, the films use motorbiking metaphors (speed, control, and endurance) to reflect the phone’s durability, performance, and reliability. Featuring Rannvijay Singha and Nikhil Chinapa, the campaign taps into their legacy in India’s adventure reality space, adding familiarity and humour. Instead of feature-heavy messaging, it adopts a visual, culture-led approach, creating a high-energy narrative that connects with younger audiences.