Mirinda, Brooke Bond, Vicks...Our pick of top ads in 2017

From embracing progressive themes for social good to creating conversation on topics that were considered taboo, these ads definitely struck the right notes and have slayed it through their powerful storytelling

e4m by Misbaah Mansuri
Updated: Dec 29, 2017 8:58 AM

It’s been a year of struggles and perseverance with the media industry also taking a hit with GST and demonetisation, but advertisers did not let this deter them as their creativity shone through even in turbulent times. From embracing progressive themes for social good to creating conversation on topics that were considered taboo, these ads definitely struck the right notes and have slayed it through their powerful storytelling.

#LaughAtDeath -The Indian Association of Palliative Care (IAPC)

The #LaughAtDeath campaign featured terminally ill patients who performed a stand-up comedy show for their families and doctors, thus demonstrating that palliative care helps patients get comfortable with death. And even joke about it. This public awareness campaign on palliative care by The Indian Association of Palliative Care (IAPC) help Indians #LaughAtDeath. The path-breaking campaign is conceptualised by Medulla Communications and its commendable how they took up on a grave issue like death so head on!

‘Touch of care’ - Vicks

Vicks, a brand synonymous with care globally, launched a heart-warming campaign, ‘Touch of Care’. The campaign reasserted the importance of care while challenging and seeking to redefine what family means in contemporary society. The campaign lead with the idea that ‘Family is where care is’, portraying the real life story of an orphan and her newfound transgender ‘mother’. Created by Publicis Singapore, the story is told in the first person by the orphaned girl. The film beautifully captures how Gauri cares for Gayatri as her own, against all odds, with deep compassion and love. The story reflects the challenges that Gauri faces from the rest of society as a transgender and was one of the most thought-provoking ones we’ve seen.

Adopting a new proposition Swaad Apnepan ka (Taste of Togetherness) the Hindustan Unilever owned brand, Brooke Bond started creating campaigns which highlighted a hot cup of tea's ability to diffuse tension and awkward situations in order to bring people closer. The idea was to encourage people to be more inclusive and accepting, irrespective of culture, gender and other differences. Brooke Bond Red Label’s campaign Forgotten is an extension of the same thought where it talks about Alzheimer’s and how people suffering from this disease face social alienation. The film, made by brand’s advertising partner Ogilvy & Mather, features a heart-warming story of an elderly woman (Nutan aunty) and her young neighbour who she mistakes to be her son (Amit) who lives abroad. He often drops by to give her company and share a warm cup of tea. 


Release the pressure -Mirinda

Mirinda, a brand so far associated with quirky madness or ‘Pagalpanti’ launched a campaign to deliver a rather powerful message. Mirinda’s  #ReleaseThePressure campaign addresses the issue of student suicides and depression brought on by the pressure to perform especially during exam season.The 360 degree campaign conceptualised by BBDO India is led by a three-minute film directed by Shoojit Sircar that garnered more than 11 million views on YouTube and the Facebook video has been watched by over 1.4 million users. The campaign which is Mirinda’s attempt to facilitate a conversation that deserves attention in the country has received more than two lakh pledges to #ReleaseThePressure on its microsite.

 Home Loans with 12 EMIs Off-Axis Bank

Axis bank launched a new Home Loan campaign with a unique product differentiator - “Home Loans with 12 EMIs Off”. Typically, the male in the household takes a decision to buy a home as well as choosing the home loan provider. However, the film, created by Lowe Lintas put the woman in the centre of the campaign as a key influencer and the decision maker. Through this campaign Lowe Lintas has portrayed an Indian Mother as the ‘change-maker’, by putting her in the ‘driver’s seat’ literally and entrenched the central idea which was ‘Ghar ki kushi bani rahe, EMIs nahi’ rather beautifully.

Mom by choice-Titan Raga

Titan reaffirmed the campaign message ‘Khud se naya rishta’, with the launch of a TVC that emphasised the fact that motherhood is the desired choice and not a sacrifice. Conceptualised by Ogilvy, the ad film has been directed by Vinil Mathew of Breathless films. The TVC is set at a beautiful baby shower and was shot in Madh Island, Mumbai. We see a young mother-to-be speak from her heart about the kind of mother she aspires to be. She starts off with the traditional things she will not follow, often defined by society as traits of a ‘good mother’. Rather, she appreciates her own mother for being unconventional -- a woman who did not give up on her life, aspirations, and passions. And for that very reason, her mother is her role model, teaching her to love her life as much as she will love her new-born baby. One of those ads that with its impactful storytelling, did strike a chord!

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