Hit or Miss: The week in ads

This month's strongest campaigns shared a quiet conviction: the most effective advertising does not announce itself. Whether it was Colgate turning a son's inherited smile into an emotional heirloom, or Reliance resQ restoring a mother's small joy to a household budget, the ads that landed hardest in May trusted their stories enough to let them breathe. The spectacle was there too: Adidas brought Timothée Chalamet and football royalty together in a World Cup film that felt less like a commercial and more like a cultural event, but even that was grounded in something genuinely felt: the idea that football belongs to everyone.

Elsewhere, brands found inventive ways to dramatise the ordinary. Flipkart turned a Kerala twin village into a visual metaphor for double savings. Call Me Chunky weaponised chaos and celebrity absurdity to make ice cream the punchline of every joke. Air India Express recruited Pankaj Tripathi to remind flyers that a journey is only as good as how it makes you feel. Across categories and tones, this week’s advertising made one thing clear: the brief may change, but the job is always the same - make it matter.

Colgate - “The Boy Who Learnt to Smile”

Colgate’s ‘The Boy Who Learnt to Smile’ turns Prateik Smita Patil’s real-life story into an understated Mother’s Day tribute centred on inheritance, memory, and emotional legacy. Created by Ogilvy India, the film explores how Prateik, who never met his mother, legendary actor Smita Patil, gradually realises he carries a part of her through the smile they share. Rather than relying on melodrama, the campaign uses restraint and intimate storytelling to frame a smile as something passed down across generations, positioning Colgate as a quiet protector of these emotional inheritances that live on through everyday rituals.

Adidas - “The Greatest Football Story Ever Told”

Adidas’ Backyard Legends World Cup 2026 campaign turns football into a cinematic pop-culture crossover, led by Timothée Chalamet alongside icons like Lionel Messi, Zinedine Zidane, David Beckham, Lamine Yamal, and artist Bad Bunny. Styled like a fast-paced street-football fantasy, the film blends nostalgic 90s aesthetics, backyard football culture, and high-energy visuals as Chalamet assembles a dream team to challenge an unbeatable local crew. Rather than focusing purely on sport, the campaign frames football as a shared cultural language where music, fashion, film, and fandom collide, reinforcing Adidas’ broader “You Got This” message around freedom, play, and self-belief.

Flipkart - “Kodinhi - The Town That Controls Double Deals”

Flipkart’s latest Double Deals campaign taps into Kodinhi’s reputation as India’s “twin town” to dramatise its core proposition of doubled savings during sale season. Set in the Kerala village known for its unusually high number of twins, the film uses mirrored characters, duplicate situations, and exaggerated visual symmetry to reinforce the idea of “double” at every turn. Rather than relying on hard-sell discount messaging, the campaign leans into quirky storytelling and cultural curiosity, turning the sale proposition into a memorable visual metaphor built around abundance and repetition.

Flipkart Minutes - “Dream team nahi, shopping list banao.”

Flipkart’s latest campaign stands out because it smartly turns discounts into a feeling of achievement rather than passive savings. Created for the IPL season, the ad subtly references the “winning” language popularised by fantasy gaming and betting-style ads, making consumers feel actively involved. The idea has strong potential to become a long-term brand property for Flipkart Minutes, much like Amazon’s earlier “Aur Dikhao” campaign, which was rooted in a relatable shopping behaviour. However, many modern brands move too quickly from one trend to another instead of consistently building memorable brand ideas, even though repetition and familiarity often create lasting consumer recall.

DreamSetGo - “Never Have I Ever (ft. Sourav Ganguly)”

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DreamSetGo has launched a new digital-first campaign featuring comedian Tanmay Bhatt, former cricketer Sourav Ganguly, and actor Ayush Mehra in a humour-led film built around the game “Never Have I Ever.” Conceptualised by Barcode Entertainment, the campaign uses casual banter and creator chemistry to showcase premium sports experiences like Formula 1 paddock access, Wimbledon Centre Court hospitality, and meeting David Beckham through DreamSetGo. Designed for digital and social platforms, the campaign reflects how Indian sports fans increasingly seek immersive, experience-led fandom beyond traditional screen viewing.

Call Me Chunky - “Har Bite Mein Yummy Chunks”

Call Me Chunky’s latest IPL-led campaign uses absurd humour and celebrity-driven storytelling to reinforce its “Chunks in Every Bite” proposition. Featuring personalities like Shakti Kapoor, The Great Khali, Terence Lewis, and creator Saurabh Ghadge, the four micro-films revolve around exaggerated searches (for a soulmate, a missing twin, or a tall fielder) before unexpectedly ending with tubs of ice cream and the punchline, “Bina Dhoonde Bhi Bohot Kuch Milta Hai.” Timed around IPL viewing culture, the campaign leans into chaotic, unserious entertainment to make the product’s chunky texture the hero of every joke.

Reliance resQ - “Taaki Khushiyon Ki List Kabhi Choti Na Ho”

Reliance resQ’s latest campaign, ‘Taaki Khushiyon Ki List Kabhi Choti Na Ho’, focuses on the quiet financial compromises families often make when unexpected appliance repairs disrupt household budgets. The film follows a mother preparing the family’s monthly expense list, reluctantly removing a saree she wanted for herself after the refrigerator breaks down. The emotional pivot arrives when the father reveals the appliance was already covered under a Reliance resQ Care Plan, allowing every item (including the saree) to remain on the list. Rather than dramatizing breakdowns, the campaign highlights how preventive protection can preserve small personal joys inside Indian homes.

Air India Express - “Xpress Wali Baat Hai”

Air India Express has launched a new brand campaign titled ‘Xpress Wali Baat Hai’, featuring actor Pankaj Tripathi. The campaign uses a series of short films to highlight the airline’s growing network, comfortable cabin experience, Gourmair hot meals, and the warmth of Indian hospitality. Positioned around relatable travel moments, the ads aim to showcase journeys that feel personal and memorable rather than purely functional. Air India Express said the campaign is running across television, digital, OTT, cinema, print, and outdoor platforms, with additional visibility through IPL partnerships and social media engagement.