Hit or Miss: The week in ads

This week's crop of campaigns proves that the most memorable advertising rarely leans on the hard sell. MINI India brings Kareena Kapoor Khan along for a playful discovery of the all-new Countryman, while MLS taps into World Cup momentum and Lionel Messi's star power to pitch itself as football's next chapter for fans in North America. 

Cera swaps functionality for feeling with Kriti Sanon reframing the bathroom as a personal sanctuary, and Duolingo marks a decade of its English Test with stories of ambition rather than scores. Figaro turns to Sunil Grover's comic versatility to sell an olive oil that does it all, Burger King leans into exaggeration for its Peri Peri Fest, and Fevicryl YUDU hands children the pen to tell their own stories. 

Birla Opus steps outside the paint aisle entirely to help restore Mumbai's Worli Koliwada, IKEA Saudi Arabia turns a football quirk into a real-time retail hook, and Samsung teases its next foldable through a Spider-Man lens ahead of Galaxy Unpacked. Here's a closer look at the ideas driving conversation this week.

Mini - “Meet The SUV Of MINI”

MINI India has launched a new campaign for the all-new MINI Countryman, featuring Kareena Kapoor Khan in a playful film that showcases the evolution of the brand's largest model yet. Conceptualised by SW Network, the campaign follows Kareena as she discovers a MINI that offers more space, versatility and practicality while retaining the iconic go-kart-like driving experience and distinctive personality the brand is known for. Rather than relying on traditional feature demonstrations, the film uses humour, spontaneity and moments of surprise to highlight the vehicle's expanded capabilities.

https://youtu.be/ijFIByZC2VM?si=V4ICVfxjpfmDCEH1

Major League Soccer - “Thanks World, We'll Take It From Here”

Major League Soccer (MLS) has unveiled "The Next Chapter," a large-scale marketing campaign designed to capitalise on the momentum generated by the 2026 FIFA World Cup and the continued influence of Lionel Messi. The campaign positions MLS as the natural destination for fans looking to continue their football journey after the tournament, blending highlights of the league's stars, emerging talent and growing competitiveness. Featuring Messi as its central figure, the initiative aims to convert World Cup excitement into long-term engagement with domestic football in North America. Through cinematic storytelling and a future-focused narrative, MLS presents itself as entering a new era of growth, ambition and global relevance following the world's biggest sporting event.

https://youtu.be/Ba2AN-C0e44

Duolingo - “10 Years of Opening Doors”

The Duolingo English Test has marked its 10-year milestone with "Built for What's Next," a global campaign that highlights how the assessment has evolved alongside the ambitions of a new generation of students. Rather than focusing solely on test scores, the campaign celebrates learners who are preparing for the next chapter of their lives: whether that's studying abroad, pursuing new opportunities, or building international careers. Through stories of progress, aspiration, and possibility, the initiative positions the Duolingo English Test as more than an admissions requirement, framing it as a gateway to future opportunities.

https://youtu.be/zR15o73o3ic

Figaro - “Multipurpose Pure Olive Oil”

Figaro has launched a new campaign featuring actor and comedian Sunil Grover to reinforce its multipurpose olive oil proposition as part of a refreshed brand identity. Set during a film shoot, the ad draws a humorous parallel between Grover's ability to effortlessly switch between characters and Figaro's versatility in everyday use. Rather than focusing on product attributes alone, the campaign uses entertainment and storytelling to highlight how the olive oil brand fits seamlessly into different moments of consumers' lives.

https://youtu.be/tGVMVYsDC1w?si=Wzii2Bpvxf95m0U8

CERA - “Your Moment of CERA”

Cera Sanitaryware has appointed Kriti Sanon as its new brand ambassador and launched a national campaign titled "Your Moment of CERA," marking a shift in the brand's positioning from functionality to personal experience. Conceptualised by McCann India, the campaign reimagines the bathroom as a space for relaxation, reflection, and self-expression rather than just a utilitarian part of the home. Featuring Sanon, the films highlight those quiet moments people take for themselves amid busy lives, reinforcing CERA's premium lifestyle credentials.

https://youtu.be/jNTDhcom5sM

Burger King - “Peri Peri Fest”

Burger King India has launched Peri Peri Fest, a new campaign celebrating its range of peri peri-flavoured menu offerings through a humorous take on how irresistibly addictive the spice can be. The film follows consumers going to exaggerated lengths to satisfy their peri peri cravings, using playful storytelling to highlight the bold, fiery flavour profile that has become increasingly popular among young diners. Through the campaign, Burger King positions its peri peri range as more than just a menu addition, presenting it as a flavour obsession for spice lovers.

https://youtu.be/JciPLIlxKeM

Birla Opus Paints - “The Heritage Project - Worli Koliwada”

Birla Opus Paints has partnered with The Heritage Project to support the conservation and cultural revitalisation of Mumbai's historic Worli Koliwada, one of the city's oldest fishing communities. The initiative aims to preserve the neighbourhood's distinctive identity through restoration, beautification and community-led engagement, while celebrating the traditions, stories and visual heritage of the Koli community. By contributing to the renewal of public spaces and local landmarks, Birla Opus seeks to go beyond its role as a paint brand and participate in the preservation of living cultural heritage.

https://youtu.be/nJUO0NtUw4w?si=PWhIQqJWpNiqkVfg

Fevicryl YUDU - “Imagine, Create & Tell Your Story”

Fevicryl has entered the premium children's art segment with the launch of "Fevicryl YUDU – Banao Apni Stories," a campaign built around the idea that every child has a unique story waiting to be told. The initiative positions creativity as a tool for self-expression, encouraging children to turn their imaginations into stories through drawing, painting, colouring and crafting. Featuring a range of child-safe products such as brush pens, poster colours and 3-in-1 pencils, the campaign celebrates creativity as a journey rather than a perfect outcome.

https://youtu.be/edERVgGRmOc

IKEA - “Flat Out”

IKEA AlSulaiman and Memac Ogilvy have launched "Flat Out," a reactive World Cup campaign inspired by one of football's quirkiest defensive tactics: when a player lies flat behind the free-kick wall to block low shots. The campaign turns that on-field moment into a real-time retail promotion, inviting fans to screenshot the tactic during matches and send it to IKEA Saudi Arabia for a sofa discount matching the player's jersey number.

https://www.instagram.com/reel/Da0vV1nFG1-/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Samsung - “A brand new shape for a Brand New Day”

Samsung has teamed up with Spider-Man: Brand New Day for a teaser campaign that offers the clearest glimpse yet of its upcoming foldable smartphone, widely expected to be the Galaxy Z Fold 8. The cinematic spot features Spider-Man using a foldable device whose silhouette hints at a redesigned, wider "passport-style" form factor, a departure from the taller, narrower design of previous Fold models. While Samsung keeps the device partially obscured, the campaign repeatedly references a "brand new shape," aligning with rumours surrounding the next-generation foldable ahead of the company's July 22 Galaxy Unpacked event.

https://youtu.be/fUE_T6qaroI?si=1IZBiPCZiVyHUTOR