Hit or Miss: The week in ads

This week's crop of campaigns arrives at an interesting juncture: IPL is in full swing, the FIFA World Cup is inching closer, and brands are navigating an increasingly noisy pop-culture landscape where the line between borrowing and building something original grows thinner by the week. Some chose the familiar comfort of a viral moment, others leaned into identity. A few did both, and pulled it off.

From Crocs finding its own rhythm with Rakesh Bedi's Jameel Jamali to Coca-Cola turning stadium emotion into cinema, from Tanishq reframing jewellery as self-expression to Snitch turning a shared outfit into a social handshake, this week's round-up reflects a market where relatability is currency, and the brands that spend it wisely are the ones that linger well beyond the scroll.

Crocs - “Mamu Core”

Crocs’ latest campaign taps into the viral popularity of Rakesh Bedi’s Jameel Jamali character from Dhurandhar, but avoids simply riding the “Baccha hai tu mera” trend. Instead, the brand builds a more original, personality-led narrative with the ‘Crocs Shake,’ using Bedi’s comic timing and screen presence to highlight comfort and self-expression. Unlike other brands chasing the meme, Crocs leans into its own identity, creating a more distinctive and longer-lasting cultural moment.

https://www.instagram.com/reel/DWx72cWDGG6/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ==

Eureka Forbes - “Water Purifier Mein Kya Tha?”

Eureka Forbes’ latest Aquaguard campaign cleverly taps into nostalgia by reuniting Saath Nibhaana Saathiya characters Gia Manek, Rupal Patel, and Mohammad Nazim while flipping their familiar dynamic. Built around the viral “Rasode Mein Kaun Tha” moment, the ad reimagines the scene with Gopi Bahu finally pushing back, using humour and drama to highlight the risks of poor filter choices. Instead of the usual fear-based messaging, the campaign uses parody and pop culture to deliver its point, making the brand message more engaging and memorable.

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

FedEx - “Driving online business growth from order to delivery”

FedEx’s latest campaign featuring MS Dhoni, Ruturaj Gaikwad, and Urvil Patel, uses three digital films to show how logistics enables Indian businesses to scale globally. By blending cricket with commerce, it simplifies a complex category, positioning FedEx as a reliable, all-in-one partner helping businesses expand beyond borders. By blending cricket with commerce, it simplifies a complex category, positioning FedEx as a reliable, all-in-one partner helping businesses expand beyond borders.

https://youtu.be/c3Z5wibZ5kk?si=_-g8rRMXbcxju8YQ

Coca-Cola - “Uncanned emotions”

Coca-Cola’s Uncanned Emotions campaign for the FIFA World Cup 2026 focuses on capturing the raw, unscripted emotional journey of football fans, positioning the brand as a constant companion through every high and low. Designed to feel immersive, the film uses commentary by Peter Drury and Luis Omar Tapia to mimic a live match broadcast, enhancing realism and intensity. As part of a larger three-film series, the campaign leans into shared global fandom, highlighting joy, heartbreak, and anticipation, while reinforcing Coca-Cola’s long-standing association with football and its role in elevating collective viewing experiences.

https://youtu.be/jNHDWcoNzVA?si=zH81UrRE8RqZSTW1

Godrej - “Godrej Promise”

Godrej’s latest AC campaign, built around the “Godrej Promise,” shifts focus from features to trust by highlighting a clear, no-hidden-cost ownership experience. Instead of relying on humour or character-led storytelling, the film takes a more direct, reassurance-driven route: emphasising benefits like a five-year comprehensive warranty, free service, gas refills, and easy replacements. By simplifying what is usually a confusing after-sales narrative, the campaign positions Godrej as a transparent, dependable brand, aiming to reduce anxiety around long-term AC ownership.

https://youtu.be/3TiaII4fos4?si=1TZ1Zwb-vmRYi3-L

Tanishq - “A World of Natural Gemstones, Brought Alive in Colour”

Tanishq’s Hues campaign featuring Triptii Dimri marks the brand’s entry into the natural gemstone jewellery segment, positioning colour as a powerful form of self-expression. Conceptualised by Lowe Lintas, the film uses a visual metaphor where a muted world transforms into vibrant colour as Dimri selects jewellery, reflecting mood and individuality. Moving beyond occasion-led buying, the campaign frames jewellery as part of everyday styling, aligning with a shift toward personal, emotion-led choices and a more contemporary, design-forward identity for the brand.

https://youtu.be/I1ZoIkiNRQc

Victoria’s Secret - “Summer Signature”

Victoria’s Secret’s Summer Signature campaign featuring Triptii Dimri marks a strategic push to localise the global brand in India, with Dimri becoming its first Indian ambassador. The campaign showcases lingerie and sleepwear focused on comfort, breathability, and everyday wear, aligning with the brand’s shift from aspirational glamour to functional, confidence-led fashion. Launching alongside collections like Summer Signature and Cool Air, it reflects a broader effort to connect with younger consumers through relatability, individuality, and ease.

https://www.instagram.com/reel/DW6Uiq2jKpS/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Birla Estates - “Built with All Heart”

Birla Estates’ ‘Built with All Heart’ campaign, launched with Gujarat Titans for IPL 2026, focuses on moving beyond traditional sponsorship visibility to create deeper, experience-led fan engagement. Built on shared values like passion, discipline, and consistency, the campaign draws parallels between crafting thoughtfully designed homes and building a successful sports team. Through digital, social, and on-ground activations, it offers “money-can’t-buy” experiences such as match access, behind-the-scenes interactions, and player engagement. By prioritising personalisation and emotional connection, the campaign positions the brand as one that builds not just homes, but meaningful, lasting experiences.

https://youtu.be/WBBbWjtug4w?si=2og3fR7613IPJQlA

Myntra - “Glow Up Days”

Myntra has appointed Alia Bhatt as the brand ambassador for both its core platform and Myntra Beauty, using her cross-generational appeal to deepen engagement with Gen Z and millennial consumers. Her first campaign, tied to the Glow Up Days event, uses relatable humour around everyday beauty habits to highlight accessibility and encourage indulgent usage. The move reflects Myntra’s larger push to position itself as a discovery-led, experience-driven fashion and beauty destination, leveraging Bhatt’s mix of aspiration and relatability to strengthen consumer connection across metros and emerging markets.

https://youtu.be/KmxqP3gbk5Q?si=-4TWlXLu1TqGioqf

UNIQLO - “Spring/Summer Linen Collection”

UNIQLO’s latest Premium Linen campaign, featuring Kriti Sanon, positions linen as the ultimate summer essential, focusing on breathability, comfort, and effortless style. The campaign highlights lightweight silhouettes and versatile pieces that transition seamlessly across occasions, reinforcing the brand’s LifeWear philosophy of functional yet refined clothing. By using minimal styling and a muted palette, it emphasises ease and movement over high-fashion drama, presenting linen as both practical and polished for everyday wear in warm climates.

https://youtu.be/6xt0uhS7fjY?si=hmlodptT3---IgXP

Snitch - “Style Recognises Style”

Snitch’s Style Recognises Style campaign, conceptualised by Verve Media, uses a series of three light-hearted films to show how fashion can act as a social connector in everyday life. Built on the insight that people often bond through shared style rather than conversation, each film turns moments of conflict (whether in a cinema, a match setting, or a household) into camaraderie when characters realise they’re wearing the same brand. Using humour, relatability, and repetition, the campaign positions Snitch as more than just apparel, but a lifestyle presence embedded seamlessly into daily interactions.

https://youtu.be/746ESTXxoSg?si=-4GNjbn3Iu-ePWIS