Hit or Miss: The week in ads

This week's crop of campaigns spans the emotional spectrum, from cultural reclamation to comeback nostalgia.

Bhavya Ramesh Jewellery and NorBlack NorWhite's STARE turns the evil eye and inherited motifs into armour for the modern woman, while Go Colors taps Shraddha Kapoor to celebrate the many moods of everyday life. Celebrity power plays big this week too: Ranveer Singh fronts Impact Mints' cheeky "Momint" push, Orry's viral lip balm obsession becomes an official Skinvest campaign, and Fardeen Khan returns for Provogue's nostalgic "OG's Ka Comeback."

Meanwhile, wordplay and humour drive Noice's noisy Instamart rollout, and Nestasia turns Raksha Bandhan gifting into a relatable sibling dilemma. Fevicol partners with Spider-Man for hands-on creativity, and Birkenstock's animated film traces 252 years of quiet craftsmanship.

Together, these campaigns show brands leaning into identity, humour and heritage to hold consumer attention this week.

Bhavya Ramesh Jewelry x NorBlack NorWhite - “STARE”

STARE, a collaboration between Bhavya Ramesh Jewellery and NorBlack NorWhite, explores femininity through the dualities of strength and vulnerability, reimagining symbols of protection, power and belief as contemporary jewellery. Rooted in cultural rituals and inherited motifs such as the evil eye, serpents, lemons and chillies, the collection transforms adornment into a form of self-expression and armour. Accompanied by a visually striking campaign directed by Bijoy Shetty, STARE reframes the gaze as an act of identity and resistance, encouraging women to reclaim their power by looking back rather than looking away.

Impact Mints - “Yeh Sirf Mint Nahi, MOMINT Hai”

Impact Mints has appointed Ranveer Singh as its first-ever brand ambassador in India, marking a major milestone in the German mint brand's expansion strategy. Alongside the announcement, the brand unveiled its new campaign, "Yeh Mint Nahi, Momint Hai," which positions the mint as a confidence booster for everyday interactions. Featuring Ranveer as himself in a relatable behind-the-scenes setting, the campaign uses humour and authenticity to celebrate life's small yet memorable moments, while strengthening Impact Mints' connect with Indian consumers across digital, retail and quick commerce channels.

Skinvest - “Lord of the lips approves”

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Skinvest has officially partnered with internet personality Orry (Orhan Awatramani) after weeks of viral paparazzi sightings that sparked speculation about his favourite lip balm. The campaign cleverly transforms organic social media buzz into a brand announcement, revealing Orry as the face of Skinvest's MELTS lip balm range. By blurring the lines between celebrity culture, paparazzi moments and marketing, the campaign showcases how authentic, internet-driven conversations can evolve into impactful brand storytelling while reinforcing Skinvest's appeal among Gen Z consumers.

Noice - “Noice aa raha hai, Noice chaa raha hai”

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Swiggy's food brand Noice has launched its latest campaign, "Noice Aa Raha Hai. Noice Chaa Raha Hai.", built around the playful similarity between the brand's name and the word "noise." Through two humorous digital films, everyday complaints about unwanted noise unexpectedly turn into deliveries of Noice products, showcasing the brand's growing range of snacks, spreads, beverages, and pantry essentials. Using wordplay and light-hearted storytelling, the campaign highlights Noice's rising popularity on Instamart while reinforcing its fun, memorable identity.

Fevicol - “Spider-Man Pack”

Fevicol MR has partnered with Marvel's Spider-Man to launch four special-edition craft packs ahead of the release of Spider-Man: Brand New Day. Featuring exclusive Spider-Man artwork and QR codes that unlock interactive crafting tutorials, the packs aim to inspire creativity and hands-on learning among children. By combining the appeal of one of the world's most popular superheroes with engaging DIY experiences, the campaign strengthens Fevicol MR's connection with young consumers while reinforcing its position as a trusted companion for school projects and everyday arts and crafts.

Go Colors - “Life Moves In Your Comfort Zone”

Go Colors has appointed Shraddha Kapoor as its new brand ambassador, marking the women's bottomwear brand's first celebrity partnership. The announcement is accompanied by the campaign "For Every You," which celebrates the many roles and moods women embrace every day. Featuring Shraddha across multiple looks and occasions, the campaign highlights Go Colors' versatile range of leggings, trousers, palazzos, denims and other bottomwear, positioning the brand as a wardrobe essential that adapts to every version of the modern woman. The move also signals Go Colors' push to strengthen its brand presence and connect with a wider audience.

Nestasia - “Gifts So Good, You'd Hate Gifting Them”

Nestasia's Raksha Bandhan campaign, "Gifts So Good, You'd Hate Gifting Them," captures the familiar sibling dilemma of finding a gift so thoughtfully chosen that you end up wanting to keep it yourself. The film follows a sister who becomes increasingly attached to the beautifully curated gift she has picked for her brother, highlighting the emotional pull of Nestasia's premium home décor and lifestyle products. Blending humour with relatable festive emotions, the campaign positions Nestasia's gifting range as so desirable that the hardest part isn't choosing the gift: it's letting it go.

Provogue - “OGs ka Comeback”

Provogue has reunited with Fardeen Khan, its original brand ambassador from the early 2000s, for the "OG's Ka Comeback" campaign, celebrating both the actor's return to the spotlight and the brand's own revival. The campaign taps into nostalgia while introducing Provogue's new fashion-first luggage portfolio, positioning travel gear as an extension of personal style rather than just utility. Blending humour with emotional recall, the film reinforces the idea that some icons never go out of style, marking a comeback for both Fardeen and Provogue's legacy among a new generation of consumers.

Birkenstock - “Ask the people who wear them”

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Birkenstock's latest animated campaign celebrates the footwear brand's 252-year heritage by tracing its journey from a small German cobbler's workshop in 1774 to a global cultural icon. Through charming animation and a nostalgic storytelling style, the film highlights the brand's enduring commitment to craftsmanship, comfort, and timeless design while showcasing the evolution of its signature footbed. Rather than focusing on a single product, the campaign reinforces Birkenstock's rich legacy and authenticity, reminding audiences that its centuries-old philosophy continues to resonate with modern consumers.