Hit or Miss: The week in ads

Absurdity does a lot of heavy lifting in this week's line-up. CRED turns a biometric UPI update into surreal comedy, complete with swappable fingerprints and a face that quite literally comes off. Parle lets Orry champion everyday saltiness, Fastrack builds an entire campaign around "gelato maxxing," and Dunkin' resurrects Kylie Jenner's King Kylie persona to sell pink-themed beverages.

But there's earnestness too: TVS reimagines racing as a mindset to mark 7 million riders, Coca-Cola turns the spotlight on hoarse-voiced football fans instead of players, and InsuranceDekho leans on Sourav Ganguly's fearless captaincy to inspire its advisors. MARS Cosmetics explores identity across three life stages, Kotak Mahindra pushes past hesitation with Hausla 2.0, and Fastrack Perfumes bottles hip-hop swagger with DIVINE. Relaxo, meanwhile, gets the week's easiest win: casting Chunky Pandey for its Chunky Sole range. Confidence, chaos and the occasional detachable face, all present and accounted for.

CRED - “face value”

CRED has launched a new campaign to promote its biometric UPI payment feature, staying true to the brand's trademark blend of absurdity and humour. Created by Moonshot, the campaign comprises two films that turn a simple product update into surreal comedy. In one, a man carries multiple fingerprints around his neck and swaps them when one fails to authenticate a payment; in the other, a matcha-loving woman literally removes her face to complete a Face ID transaction. Through these bizarre scenarios, the ads highlight CRED's biometric payment capabilities, which allow users to authorise UPI transactions using fingerprints or facial recognition instead of entering a PIN, while making the feature memorable through unconventional storytelling.

TVS Motors - “Tu Race Laga”

TVS Apache has launched a new brand campaign celebrating the everyday rider while marking the milestone of 7 million customers worldwide. Directed by National Award-winning filmmaker Ram Madhvani, the film reimagines racing as a mindset rather than a competition, encouraging riders to challenge their own limits, pursue ambition and keep moving forward. Rooted in Apache's long-standing Track to Road philosophy, the campaign highlights how the thrill, precision and performance of racing can inspire everyday life.

Fastrack - “Fastrack Perfumes X Divine”

Fastrack Perfumes has partnered with rapper DIVINE for a limited-edition fragrance collection inspired by hip-hop culture and three of the artist's most iconic tracks: Kohinoor, Baazigar and Triple OG. Accompanied by a series of campaign films featuring DIVINE, the collection seeks to capture the confidence, individuality and self-expression associated with the rapper's music and the broader hip-hop movement.

Coca-Cola - “We're looking for the real MVPs. The ones who lose their voices cheering.”

Coca-Cola has launched a FIFA World Cup campaign that celebrates football fans whose passion leaves them hoarse after cheering for their teams. The initiative shifts the spotlight away from players and onto supporters, recognising the emotional investment and sacrifices that define fandom. As part of the campaign, Coca-Cola is inviting fans to share videos of themselves losing their voices while cheering, with selected participants receiving opportunities to attend the FIFA World Cup.

MARS - “Living The MARS Life”

MARS Cosmetics has launched #LivingTheMARSLife, a campaign celebrating confidence, self-expression and the importance of staying connected to one's identity beyond everyday responsibilities. Built around the thought "har life ke bahar, ek life hoti hai," the campaign unfolds through three films featuring actor Fatima Sana Shaikh and creators Aastha Shah and Anshika Pandey, each portraying women at different stages of life—from a student navigating self-doubt to a working professional balancing pressures and a newly married woman embracing change.

InsuranceDekho - “Now Every Dream Will Come True”

InsuranceDekho has appointed Sourav Ganguly as its brand ambassador and launched "Khul Kar Khelo", a campaign aimed at inspiring insurance advisors to grow their businesses with confidence. Drawing on Ganguly's reputation as a fearless leader who backed bold decisions and nurtured a generation of winners, the campaign positions insurance advisors as entrepreneurs helping families secure their financial futures. Through the film, InsuranceDekho encourages advisors to take bigger risks, seize growth opportunities and expand their reach with the support of its technology-led platform.

Relaxo - “Sparx Chunky Sole”

Sparx has roped in actor Chunky Pandey for a playful new campaign promoting its Chunky Sole Sandals range, cleverly leveraging the actor's name to create a memorable brand association. The film uses humour and Chunky Pandey's trademark comic timing to spotlight the sandals' bold, oversized sole design, positioning them as a stylish yet comfortable footwear choice for younger consumers.

Parle - “Welcome to the Salty Public Party”

Parle Monaco has launched a tongue-in-cheek campaign featuring influencer Orry that taps into the viral energy of the Cockroach Janta Party phenomenon. The film shifts the focus from political satire to everyday social frustrations, with Orry encouraging people to stop pretending to be agreeable and instead embrace their "salty" side. Through relatable situations such as being ignored in WhatsApp groups, forced workplace politeness and obligatory social niceties, the campaign positions Monaco as the snack for those who want to express themselves honestly.

Fastrack - “Siddhant Chaturvedi Doesn't Do “Just One””

Fastrack has unveiled "Gelato Maxxing," a playful new campaign featuring brand ambassador Siddhant Chaturvedi that taps into the internet's obsession with viral trends and self-expression. The film uses the concept of "maxxing" (the social media idea of optimising and elevating everyday experiences) and applies it to enjoying gelato, turning a simple indulgence into an exaggerated lifestyle statement.

Kotak Mahindra Bank - “Hausla Hai Toh Ho Jayega”

Kotak Mahindra Bank has launched Hausla 2.0, the next chapter of its Hausla Hai Toh Ho Jayega brand platform, shifting the focus from aspiration to the courage needed to turn ambitions into reality. Built on the insight that Indians today already dream big, the campaign explores how progress often depends on overcoming the hesitation that comes just before taking action.

Dunkin’ - “King Kylie’s Boardroom”

Dunkin' has teamed up with Kylie Jenner for "King Kylie's Boardroom," a playful campaign that revives the influencer's iconic King Kylie persona from the mid-2010s. Set in a chaotic corporate boardroom, the film sees Jenner, sporting her signature pink wig and suit, cutting through endless business jargon to focus on what really matters: the launch of the King Kylie Collection, a limited-edition range of pink-themed beverages. The campaign is part of Dunkin's broader summer beverage push and was directed by Dave Meyers.