Monsoon ads that showered care, humour and more

From Kerala Tourism to Chevrolet India, a look at some brands that rolled out endearing ads making the most of the season

e4m by exchange4media Staff
Updated: Jul 11, 2018 8:58 AM

If leveraged right, monsoons provide an excellent marketing opportunity for brands. Be it umbrella brands, roofing products, tea, coffee or consumer durable brands, the monsoon season could be just another reason to get your brand visibility while building on the season connect. From Kerala Tourism to Chevrolet India, we take a look at some brands which rolled out endearing ads showering consumers with some care, humour and more.

Kerala Tourism

It’s not unknown that monsoon remains the best time to visit Kerala. Capitalizing on this, Kerala Tourism is coming up with some engaging campaigns. A recent ad film rolled out by them captures the beauty of Kochi with various visuals of the tourist destinations one can visit, activities and various features of the place through stunning visuals.


Jaywalkers and traffic violators are a common sight on Indian roads. Highlighting the perils of Indian roads, CEAT Tyres came up with a gripping campaign, which showcases that the streets are filled with idiots, which is why CEAT Tyres are designed for superior grip on the road. The brand unveiled a campaign promoting its ‘All Season Tyres’, especially designed for the monsoons. In a commercial titled ‘Nehlau’, conceptualised by Ogilvy & Mather, CEAT addresses the issue faced by bike riders of water splashes and getting drenched due to the onslaught of larger vehicles moving past at high speed. Such scenario can lead to slippage of vehicles or an accident. Through the TVC, the company announces the launch of its monsoon smart range of tyres.

Cinthol Confidence+

Conceptualised by Creativeland Asia and Baaash Digital, the central theme of the campaign is to overcome the fear of falling ill because of germs or getting dirty in the monsoon. The film is effectively narrated by a Cinthol Confidence+ coach who encourages people to step out this monsoon without the fear of dirt or germs. The inspiring coach pushes people against all odds and motivates them to put their best step forward without the fear of any obstacles. In the video, the coach is portrayed as an inspirational figure who spells out why everyone must step out, take on the monsoon and claim the glory that defines their true self. He emphasises how muck, grime and dirt do not stand a chance when one has Cinthol Confidence+ soap in their corner.

Chevrolet India

Chevrolet India launched the ‘Drive with Care’ campaign in a bid to increase awareness amongst motorists and promote road safety. The video begins with statistics on road safety and then transitions to the emotional plight of the victims’ families. It also shows how the wet ads appearing in the right places can lead drivers to slow down. The final message comes in the form of advice from a grieving mother: “Drive safe in the rain”. With the onset of monsoon, Chevrolet India had also launched Monsoon Service Camps that offered services to ensure safe driving in the monsoon season. The services provided include a special quick free check-up of items such as brakes, light bulbs, electrical, battery and tyres. In addition to the free front wiper blades distributed, there were discounts on parts and labour charges to ensure their vehicles are well maintained and safe to drive.

Asian Paints

The Ultima Protek TVC features actor Ranbir Kapoor in a completely new and different avatar. He is not playing himself but is seen playing a legendary exponent singing Raag Malhar to invite rains, just like Tansen and Meera Bai who it is said, would make it rain with their rendition of Raag Megh Malhar. This results in heavy downpour which disrupts the wedding at a fancy house that is not painted with Ultima Protek. The film ends with Ranbir recreating the legendary RK pose. The TVC reemphasizes that with Ultima Protek, one can enjoy the rains and need not be concerned about the protection of their home during the monsoon season.

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