Hit or Miss: The week in ads

As the festive season gathers pace, brands are finding different ways to get noticed. Some are leaning on familiar celebrity faces, while others are building their campaigns around everyday observations, product features and changing consumer behaviour. From baby skincare and footwear to jewellery, mobility and gaming, here are 10 campaigns that caught our eye this week.

UNIQLO

UNIQLO has launched a new campaign for its fleece collection featuring actors Kriti Sanon and cricketer Jasprit Bumrah. The campaign puts the spotlight on the brand’s winterwear offering, using two recognisable faces to bring seasonal clothing into focus.  The campaign showcases the versatility of its winter collection through two celebrity-led films highlighting warmth, comfort and everyday functionality.

Cetaphil Baby

Cetaphil Baby’s latest digital video campaign features Rohit Sharma and Ritika Sajdeh in a familiar parenting debate over who their baby resembles more. The conversation takes a turn when their friend shifts the focus from physical resemblance to the specific care a baby’s skin needs. By moving from “Baby kis par gaya hai?” to “baby ki skin ko kya chahiye?”, the film uses an everyday family conversation to introduce the brand’s specialised baby skincare range.

Crocs

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Crocs has brought its ‘Feel It All’ platform to India with a festive campaign led by brand ambassador, Indian cricketer KL Rahul. Built around a playful social media scroll, the film takes Rahul through different festive settings, bringing together actor Dalip Tahil, creators Rida Tharana and Prish, and internet personality Amin Khan. The campaign explores how celebrations are becoming more personal and expressive, while showcasing the brand’s footwear and personalised Jibbitz charms.

Taneira

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Taneira, from the House of Tata, takes a contemporary view of festive dressing with ‘Solah Shringaar’. The film follows five women across different cultures and stages of life as they get ready for festive gatherings, finding moments to make small adjustments to their appearance before stepping out. An encounter with an older woman making a similar adjustment brings the women together in a shared understanding of the pleasure of dressing up. The campaign centres on the thought, “Aap se hi poora, har shringaar”, positioning the saree as an expression of individual style rather than a prescribed way of dressing.

beYon by House of Titan

beYon by House of Titan’s debut festive campaign features actors Sheeba Chadha, Namita Dubey and Plabita Borthakur. Taking a slice-of-life approach to fine jewellery, the campaign moves beyond the conventional association of diamonds with milestones and investments to celebrate the impulse to indulge in a little sparkle simply because one wants to. The idea gives the brand an opportunity to position jewellery as part of everyday self-expression, rather than something reserved for major occasions.

TVS Jupiter

TVS Jupiter’s new film, ‘The Sway Wave’, showcases the colour-shifting spectral finish of its recently launched Jupiter Dual Tone. Conceptualised by Dentsu India, the film follows everyday people as they notice the scooter’s changing appearance from different angles. It also highlights practical features such as the pillion backrest and under-seat storage, before closing with the line “Har angle se naya”. The campaign combines a visual product hook with the scooter’s family-oriented positioning.

Stayfree

Stayfree has launched a campaign for its ProComfort Period Panty, addressing the discomfort and anxiety around period leaks. The campaign uses the actions of sitting and standing to bring attention to a familiar concern for menstruating consumers, connecting the product to the freedom to move through everyday routines with greater confidence. Its strength lies in anchoring the communication in a specific product benefit rather than relying on broader messaging around menstrual health.

BGMI

Battlegrounds Mobile India (BGMI) has launched ‘Soch Kum, Khel Maximum’, a campaign conceptualised by 22feet. The films draw on the tendency to overthink decisions and worry about getting things right, using familiar situations and humour before arriving at the campaign’s central message: stop hesitating and get into the game. The idea takes aim at a behavioural barrier to play, positioning the game as something consumers can simply pick up rather than overthink.

VIDA

VIDA and Creativeland Asia have given the brand’s ‘Ghar Ghar EVOOTER’ platform a festive twist with a campaign featuring Anil Kapoor and Ranbir Kapoor. The film connects electric mobility with the familiar warmth of festive celebrations and family gatherings, building on VIDA’s established brand platform while bringing its electric scooters into the festive conversation.

redBus

redBus has launched a six-film campaign exploring how technology is changing the intercity bus travel experience. The first two films focus on in-bus toilets and convenient boarding and dropping points, using humorous, relatable situations to demonstrate how travellers can use these features to plan their journeys. The campaign is built around the changing expectations of younger travellers, who increasingly seek convenience, choice and greater control over their travel experience. The films are being transcreated across 10 Indian languages and will run across digital platforms, connected TV, regional television and cricket coverage on JioHotstar.

Staze Beauty

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Staze Beauty has partnered with actor Rhea Chakraborty to launch ‘Caught Blushin’’, a blush inspired by the viral beauty look she sported following her appearance on The Traitors. The campaign draws on the attention around Chakraborty’s look to introduce the product, connecting a moment of online buzz with the launch of a new beauty offering.