Tapping the trend: What's inspiring ad world this cricket & festive season

The industry speak is that campaigns will work on drawing audiences to both online and offline options with both relatability and larger-than-life being keywords

e4m by Tanzila Shaikh
Published: Sep 14, 2023 8:27 AM  | 6 min read

The festive season is around the corner and this year the fireworks are going to be brighter since the ICC World Cup is scheduled around the same time. All eyes are now on the ad world. What will the creative heads churn out in these next four months? What’s inspiring the ad gurus while tackling tight deadlines and the pressure of delivering something fresh?

We reached out to the ad world to understand disruption in the patterns of audiences, trends doing rounds this festive season and what happens when there are two major events running along?

Be my friend, Mr Trend

Every festive season comes with a trend. The last two years were about being purpose-driven and that worked out for brands in sensitive times. As per Nitin Saini, Vice President of Marketing, at Mondelez India, “Brands are increasingly leveraging digital platforms and social media to engage with their audiences, capitalizing on the growing trend of online shopping and virtual experiences. Personalized and targeted marketing strategies are gaining traction, allowing brands to connect with consumers on an individual level. The integration of immersive technologies such as augmented reality (AR) and virtual reality (VR) is also on the rise, enhancing the overall consumer experience. As the festive season unfolds, these trends are likely to shape the marketing strategies of forward-thinking brands, aiming to create meaningful and memorable connections with their consumers.”

As for Ujjwal Anand, Managing Partner, Dentsu Creative India, performance marketing, social media traction and influencer marketing are driving conversations these days, making brands enter into the daily lives of consumers while creating larger-than-life ad campaigns. He also notes that consumers have changed and they love experimenting with their preferences.

“While for established brands, this is the time to bump up their sales, there is a lot of advertisement focussed on new brands, both online and offline. This is a response to our consumer behaviour that demonstrates a sharp inclination to experiment with a new product/brand during the festive season,” Anand noted.

Asked about briefs, Vikram Pandey, National Creative Director at Leo Burnett India, said, “The festive season definition is changing drastically, the biggest festive season that is coming our way is the World Cup. Every brand that we are talking to is super excited about it. The brands are 4x excited compared to IPL. Brands keep monies for the second half of the year. However, this year they might have even saved more by not investing it during IPL. The tournament will be the media vehicle.”

Talking about the recent trends, Pandey said: “A lot of brands are moving away from traditional advertising. Brands are promoting responsible buying. Many brands are trying to push boundaries of messaging by showcasing unconventional stories.”

According to Adarsh Atal, Chief Creative Officer at Tilt Brand Solutions, "Work is becoming more and more about content than having an argumentative or showing exciting insights. It's more about luring the audience with content and then showing them insights. I also see people taking the easy way out by casting people from the past or characters from the past, it's an easy way of breaking the clutter and catching attention."

What’s working with audiences?

Abhik Santara Director & CEO, ^ a t o m network, says that for audience, and especially in GenZs and in metros, most purchases have become impulse buying. “The effect of seasonality has reduced in most categories, except maybe in very high-value purchases like cars or durables.”

On the other hand, Leena Gupta, Creative and Founding Member at Talented, said, “Relatability. Now more than ever people want to see a reflection of themselves in the media that they consume and more importantly, share ahead. And ads aren’t an exception. All with the fundamentals of entertainment in place, of course. The peddler has always had to sing to sell his goods. But now he must sing a unique, relatable and easily hummable song for every house he goes to.”
“A large part of bringing alive this relatability is also taking UGC more seriously. UGC is no longer restricted to the number of comments you get under an Instagram post with engagement bait; it is now the number of organic conversations, spin-offs, and organic recreations that your consumer does for you. Why is This a Swiggy Ad’s 70k+ pool of user-generated theories proves that users still want to very much engage with brands - they just need a good reason to,” she added.
On a similar note, Manoti Jain, Chief Operating Officer and Founding Member of Supari Studios, said, “Audiences these days? They're vibing with content that feels real – stuff that elicits a chuckle, sparks a memory, or just hits home. Humour, straight-up talk, genuine feels, and stories rooted in our cultural fabric are what's grabbing attention. Zomato's Mother's Day and Father's Day ads are spot-on in this regard. Pure gold! They've not just captured the classic, funny, and oh-so-relatable moments we've all had with our folks, but also intertwined them with deep cultural insights that resonate across the board. It's ads like these that blend humour with our shared cultural experiences, making everyone nod and say, "Yep, that's so us!"

Favourite festive campaigns

We also asked creatives to share their favourite festive campaigns.

Titus Upputuru, Founder and CCO, The Titus Upputuru Company, said: “I have always loved the John Lewis Christmas Commercials. They are so warm, endearing and relatable. They are so festive but yet are not over the top. I especially liked the Elton John film where we see the aspect of gifting which is such an integral part of a festival. Wish we could do something like that in India. I would love to direct a film like that with the right emotional depth.”

“One of the films that I fondly remember was writing and directing was Tumhaari Amma. The brief Omron gave us was to do something festive as Diwali was around the corner. So we created this unique mother-daughter relationship where their roles are reversed. So the Amma in the film is actually the daughter. And she gets a husband for her widow mother as a Diwali present. The brand was subtly placed and despite the fact that we had a whole demo going on in the heart of the film, the brand never looked forced. The brand message ‘Somethings you must know, somethings you don’t need to know’ was subtly woven into the film. It created a lot of engagement and conversation, and an Omron blood pressure monitor was positioned successfully as a gift! Now that’s clever marketing I would say.”

Ujjwal Anand picked festive campaigns by: Coca-Cola - #MilkeHiManegiDiwali, Cadbury #ShopsForShopless/#Notjustacadburyad, Sabhyata #RedefiningCelebration, Netflix #HousefulWaaliDiwali.

Several creative heads mentioned Jane Lewis & Partner’s Christmas ad campaigns every year.

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PepsiCo India expands Sizzlin' Hot platform with new TVC

The TVC portrays reactions that unfold when people snack on to the Sizzlin' Hot range

By e4m Staff | Sep 26, 2023 2:38 PM   |   2 min read


PepsiCo India has introduced a new TVC to celebrate the expansion of its Sizzlin' Hot platform. This fiery TVC features the complete Sizzlin’ Hot range, including Lay's, Kurkure, and Doritos, while highlighting the irresistible heat-packed experience each product offers.

The TVC portrays a spectrum of reactions that unfold when people snack onto the irresistible Sizzlin' Hot range. Set against a backdrop of diverse scenes, including cozy living rooms, bustling offices, and vibrant public spaces, each moment captures their unfiltered, spontaneous responses to the fiery spiciness. From frantically searching for something cool to shedding tears and energetically sprinting in search of relief, this engaging sequence of genuine and humorous reactions serves as a mirror, reflecting the surprise that awaits anyone who takes their first bite of Sizzlin' Hot.

Commenting on the Sizzlin’ Hot range expansion and launch of the TVC, Anshul Khanna, Vice President and Foods Category Head of India and South Asia, PepsiCo said, "Last year, we introduced one of our most successful global platforms, Sizzlin’ Hot in India and have witnessed an overwhelming response. As we approach the festive season, we're thrilled to announce the expansion of the platform with localised flavours for the unique Indian spice palate across our beloved brands, including Lay’s Maxx, Kurkure, and Doritos Dinamita. The launch will be accompanied by a comprehensive 360-degree marketing campaign that is sure to get people to intrigued about the fiery range. We hope that consumers love this new range and continue to spice up their snacking occasions."

“The Sizzlin’ Hot flavour is available in 3 formats – Kurkure, Lays and Doritos. No matter which one you pick up, the fiery taste is likely to make you react in unexpected ways. From fiery exclamations to bizarre sounds, the execution of the TVC brings together a gamut of expressions in a way that you can’t help but watch it again. Pretty much like the product, that you can’t help but eat another”, added Vikram Pandey (Spiky), National Creative Director, Leo Burnett India.

The TVC will be supported by a 360-degree surround campaign.

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SRK & Rashmika Mandanna add flavours to Prabhuji Sweets and Namkeens campaign

The campaign consists of five films

By e4m Staff | Sep 26, 2023 2:29 PM   |   1 min read


Prabhuji Sweets and Namkeens has unveiled a collaboration with Shah Rukh Khan and Rashmika Mandanna.

The five-film campaign explores the rich legacy of Bhujia.

Speaking about this collaboration, Manish Agarwal, Managing Director of Prabhuji Sweets and Namkeens, expressed his enthusiasm, saying, "We are thrilled to have partnered with two of the most iconic figures in the Indian film industry, Shah Rukh Khan and Rashmika Mandanna. This collaboration not only showcases our commitment to providing authentic Indian flavours to the world but also celebrates our rich heritage and the love our customers have shown us over the years. We believe these films will resonate with people across the globe and inspire them to savour the taste of India."

Elaborating on the creative journey, Smriti Sharma Bhaskar, Chief Creative Officer at Collective Creative Labs, remarked, "This campaign transcends the mere promotion of products; it is an endeavor to evoke emotions, stir nostalgia, and forge a lasting connection between Prabhuji and our audience. It pays homage to India's rich heritage and flavors, pays tribute to those daily moments when we relish these delicacies, and celebrates the harmonious coexistence of tradition and modernity. The presence of Shah Rukh and Rashmika has added an extraordinary charm to this endeavor."

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Kellogg’s launches chocolate muesli with new TVC

The campaign has been conceptualised by Ogilvy

By e4m Staff | Sep 26, 2023 10:42 AM   |   2 min read


Kellogg’s has announced the launch of Kellogg’s Chocolate Muesli with the tagline, Mmmmuesli.

The brand has rolled out an extensive multi-media communication campaign, conceptualised by Ogilvy, for the launch.

The 360-degree campaign for Kellogg’s Chocolate Muesli, infused with rich indulgent chocolate, is being launched across various media channels, including TV, outdoor, digital platforms like YouTube and other social media channels.

The campaign includes a TVC featuring a delightful breakfast moment between a father and his teenage daughter as they enjoy the Kellogg’s Chocolate Muesli. Conceptualized by Ogilvy, the video ad reflects the exact response from the creative team when they initially tasted the product: “Mmmmmmmm….”

Sharing insights about the newly launched product, Vinay Subramanyam, Senior Director of Marketing, Kellogg South Asia, said, "We understand that taste plays a pivotal role in our daily food choices. Kellogg’s Chocolate Muesli is by leaps and bounds the tastiest Muesli one can have. One can spend a lot of time describing why this blend of multigrain, fruits, nuts and seeds and chocolate is so delectable. It is beautifully baked, is astonishingly crunchy and tastes great as a breakfast and equally awesome when you have it with dessert. However, true pleasure is felt and not described, and therefore we all unanimously agreed that the proposition should be the simple expression of Mmmmuesli.”

Rohit Devgun, Executive Creative Director, Ogilvy India spoke about the inspiration behind the idea, “Chocolate in a breakfast bowl isn’t normal. So why would someone eating it express the same normally? That is what we captured with our new campaign. That this rich, chocolatey deliciousness doesn’t make your taste buds just go mmmmmm, it makes them go mmmmmuesli. An idea that travels across mediums with a unique sensorial expression for a unique breakfast product.”

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Poonawalla Fincorp film is a quirky take on how people take loans

Poonawalla Fincorp film is a quirky take on how people take loans The ‘Log toh Sawaal Karenge Hi’ campaign has two short films

By e4m Staff | Sep 25, 2023 3:25 PM   |   2 min read


Poonawalla Fincorp Limited, a Cyrus Poonawalla group promoted non-banking finance company, launched the digital campaign ‘Log toh Sawaal Karenge Hi’. With this new campaign, Poonawalla Fincorp throws light on how people end up taking loans at high interest and pay higher EMIs despite having good credit behaviour and high credit scores. This campaign is targeted at borrowers with high credit scores to explore hassle-free loan offers of Poonawalla Fincorp with affordable interest rates, other benefits and to consider transferring their high interest loans to Poonawalla Fincorp.

This campaign has two short humourous and witty films, creating awareness about Poonawalla Fincorp’s capabilities of providing instant & hassle-free loans at low interest rates to people with high credit score through its website, mobile application, or call centre platforms.

Abhay Bhutada, Managing Director, Poonawalla Fincorp, said, “The tendency of high demand for consumer loans during the festive season gets fuelled due to multiple reasons such as home renovations, vacations, weddings, or purchase of consumer durables, etc.

We have observed that during festive season, people end up taking high interest loans without doing proper due diligence despite having a good credit history and high credit score which creates unnecessary burden of paying high EMIs. The purpose of this campaign is to create awareness about how to choose the right loan service provider like Poonawalla Fincorp which can help a borrower to explore best loan offers at attractive interest rates with no hidden charges. We at Poonawalla Fincorp always believe in offering best-in-class customer-centric products and solutions to enable dreams and fulfil the financial needs of our customers. This campaign highlights our value proposition of being the most transparent and end-to-end digital lending NBFC, committed to offer instant hassle-free loans to customers with high credit score.”


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Reliance Foundation says #LehraDoTeamIndia at Asian Games

The campaign PV Sindhu, Abhinav Bindra, PR Sreejesh and Sushila Chanu

By e4m Staff | Sep 25, 2023 1:07 PM   |   2 min read


Reliance Foundation has launched the #LehraDoTeamIndia campaign to celebrate the Indian athletes and encourage the fans to get behind them with the iconic 'Lehra Do' cry as they aim to seek glory for the nation and make the tricolour fly high in Hangzhou, China.

The campaign features some of India’s most decorated and celebrated athletes as well as athletes who will be appearing at the Asian Games for the first time and have immense promise. Among the stars to feature in the campaign are two-time Olympic medalist PV Sindhu as well as hockey legends PR Sreejesh and Sushila Chanu. It also features veterans Achanta Sharath Kamal (Table Tennis) and Virdhawal Khade (Aquatics), who have represented India at multiple Asian Games. Avinash Sable (Steeplechase) will be looking to add an Asian Games medal to his Commonwealth Games medal from last year, while Tejaswin Shankar (Decathlon) will look to add a decathlon medal to his bronze in high jump from the Commonwealth Games last year.

The campaign also has an eye on the future by including Shaili Singh (Long Jump), Anupama Upadhyaya (Badminton), Simranjeet Kaur (Archery), Mayuri Lute (Cycling) and Yash Tushir (Wrestling), who will all be making their first appearance at the Asian Games but are already among the brightest talents in the country. Abhinav Bindra, the 1st Indian to win an individual Gold at the Olympics, also headlines the campaign.

The campaign has been brought to life by Ogilvy India.

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Infectious Advertising creates launch campaign for Anmol FruitBix

The campaign highlights the product innovation of tutti-frutti

By e4m Staff | Sep 25, 2023 1:02 PM   |   2 min read


Infectious Advertising has created and conceptualised the latest campaign for Anmol FruitBix, 'Tutti Frutti ki Baarish'.

Infectious Advertising created the launch campaign for FruitBix, highlighting the product innovation of tutti-frutti. ‘Tutti-Frutti ki Baarish’ captures the joyous mood one feels when one eats the biscuit.

Creative Chairman Ramanuj Shastry and ECD Ashish Naik, speaking about the ad said, “We used the ‘rain of tutti-frutti’ as a metaphor of abundance to create a magical world. We all know how much kids love tutti-frutti and were looking for the most magical and appealing idea when we hit upon the ‘rain’ idea. We had to travel all the way to Jaipur just to get clear skies and to shoot outdoors. It took incredible amounts of post-production to get the right effect, but the final film turned out just fab. Kudos to Vinod P. Vijay, the director, and his team for a great film. Hope it works like gangbusters for the Client.”

Aman Choudhary, Executive Director Marketing & Innovation, Anmol Industries Ltd., says, “The one big draw in the confectionary business is novelty and that is something that we worked really hard on with our internal R&D team. The task from the agency was to exaggerate this feat, which is a first in the category, especially when it comes to biscuits. The intent is to make our audiences fall in love with a familiar taste, all over again.”

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Hamdard Laboratories appoints mSix&Partners as integrated media agency

The agency will handle multi-channel media duties

By e4m Staff | Sep 25, 2023 12:58 PM   |   1 min read


mSix&Partners has won integrated media and social duties for Hamdard Laboratories.

The agency won the account following a competitive multi-agency pitch and will be handling all aspects of media, including TV, print, radio, digital, out-of-home and cinema.

The mandate will cover the medicine portfolio which includes brands like Safi, Cinkara, Roghan Badam, Shirin, Joshina, and more.

Abdul Majeed, Chairman, Hamdard Laboratories (Medicine Division) said, “We found mSix&Partners’ strategic approach quite wholesome. We believe that together, we can achieve our goals.”

Subhamay Mukhopadhyay, Managing Partner, mSix&Partners India, said, "We're thrilled over our alliance with Hamdard Laboratories (Medicine Division) and our shared goal of boosting business success through our diverse teams at mSix&Partners. This partnership allows us to offer complete brand solutions, enhancing customer experiences. With Hamdard's rich heritage and commitment to innovation, we aim to elevate their reputation and contribute to a healthier, thriving community."

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