Hit or Miss: The week in ads

Indian advertising this week refused to play it safe. Brands leaned into bold collaborations, sharp cultural codes, and storytelling that went well beyond the product brief. Adidas planted India's flag in global sneaker culture. Agoda turned deal-hunting into slapstick theatre. TRESemmé borrowed from Hollywood to say something deeply personal about identity. Sprite launched its first flavour extension in decades, and Dinshaw found emotional depth in the last bite of an ice cream cone.

Across categories and budgets, campaigns that knew exactly what they wanted to say, and found inventive ways to say it.

Adidas - “Ranveer Singh Superstar”

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Adidas Originals’ latest campaign marks a milestone with its first India co-created Superstar sneaker, developed with Ranveer Singh. More than a product launch, the campaign positions India within global sneaker culture, blending Singh’s identity into the design through Royal Bengal Tiger-inspired detailing and a bold black-and-white aesthetic. Set in an “urban jungle,” the film explores themes of instinct and individuality, framing the drop as a cultural statement that elevates Indian creative influence within a globally iconic silhouette.

Agoda - “What A Save!”

Agoda’s What a Save! campaign in India takes a humour-led, exaggerated storytelling approach to highlight its core value proposition: up to 50% savings on domestic hotel bookings. Conceptualised by 22feet, the campaign features three digital films that dramatise everyday situations into over-the-top “savings moments,” reinforcing the idea that Indian travellers are highly deal-conscious. By blending entertainment with a strong price-led message, the campaign positions Agoda as the go-to platform for smart, value-driven travel decisions while keeping the focus firmly on tangible savings.

TRESemmé - “Dry Ends? Don’t be ridiculous, Andrea”

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TRESemmé’s latest campaign tied to The Devil Wears Prada 2 uses a pop-culture collaboration to position hair as a marker of confidence and identity. Featuring Zeenat Aman and Apoorva Mukhija, the film recreates an iconic scene from the franchise in an Indian office setting, contrasting authority with unapologetic individuality. As the film’s official haircare partner, TRESemmé blends salon-grade styling with cinematic storytelling, reinforcing the idea that hair is not just an accessory but a statement that shapes presence and self-expression.

Tata Capital - “New beginnings need the right backing”

Tata Capital’s Sab Shubh Hoga campaign, featuring Shubman Gill, builds on the cultural insight that Indians often look for auspicious signs before starting something new. The film travels across regions, showcasing rituals like writing “Shubh Labh” or breaking a coconut, to highlight how hope and belief drive new beginnings. It then connects this sentiment to financial empowerment, positioning Tata Capital as the partner that turns intent into action. By blending tradition with aspiration, the campaign frames loans not just as products, but as enablers of dreams and business growth.

Xiaomi - “Breathe Sanjeev Kapoor, this too shall pass”

Xiaomi India’s latest campaign for the Redmi Note 15, featuring celebrity chef Sanjeev Kapoor, moves away from typical feature-heavy smartphone advertising to a more storytelling-led approach. Instead of direct demos, the film uses everyday cooking moments to subtly highlight the phone’s design, camera, and durability. Conceptualised by Only Much Louder (OML), the campaign focuses on relatability and “return of effort,” positioning the device as a dependable companion in daily life rather than just a spec-driven product.

Dinshaw - “Dildaari”

Dinshaw’s Dildaari campaign featuring Vinod Kambli builds on the simple but powerful “last bite” insight: the idea that the final bite of an ice cream cone is often the most anticipated and satisfying. The campaign introduces cones with three times more chocolate at the tip, turning that small moment into the hero product feature. Anchored in the line “Jinko life mein thoda kam mila, unke liye thoda zyada,” the film blends nostalgia and emotion with product innovation, positioning the brand’s generosity as both a functional upgrade and a symbolic gesture of giving consumers a little extra joy.

Plum - “A Super Hit Starts With The Right Chemistry”

Plum’s latest campaign featuring Kalyani Priyadarshan builds on the brand’s core idea that “the right chemistry” drives meaningful outcomes, extending the concept beyond skincare formulations to consumer experience and brand connection. Drawing parallels with filmmaking, where success depends on how elements come together, the campaign uses Kalyani’s authenticity and attention to detail to reinforce this philosophy. Focused on hero products like the Niacinamide & Rice Water range, it leans on simple, relatable storytelling and regional narratives to strengthen connect across Indian markets.

Sprite - “Mint Lagaa ft. Sunil Grover”

Sprite’s latest campaign introduces Sprite Lemon Mint, its first-ever flavour extension in India, combining its classic lemon-lime base with a cooling mint twist inspired by everyday summer drinking habits. Featuring Sunil Grover, the film builds on the brand’s long-standing “Thand Rakh” philosophy, using relatable, heat-driven situations where staying calm is the smartest response. Anchored in the idea of a quick “mint-led” refresh moment, the campaign blends cultural familiarity with product innovation, positioning the limited-edition drink as a multi-sensory cool-down solution for India’s intense summer.