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Rewind 2010: 10 out of 10 – The 10 best TV ads of 2010

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Rewind 2010: 10 out of 10 – The 10 best TV ads of 2010

While the year 2009 was synonymous with ‘recession’, 2010 can be termed as a year of ‘recovery’ and opportunities. The year 2010 saw Indian creative minds showcase a bewildering array of work that endured and stood out among the plethora of advertising work. As the well-known saying goes: ‘Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.’ Hence, exchange4media presents the 10 best TV ads of 2010 as part of the Rewind 2010 special coverage.

Sectors like telecom, automobiles and FMCG brands were quite active in the advertising scene in the year gone by. Brands like Cadbury, Vodafone, Coca-Cola, Idea Cellular, and Volkswagen India had been busy and created impactful ads.

The (near) perfect 10

Campaign: Sweet Revenge
Brand: Tata Sky Plus
Creative Agency: Ogilvy & Mather

The Brief:
After the crackling Aamir Khan-Gul Panag chemistry, Tata Sky Plus has rolled out a series of three new ads that showed the lady of the house get back at her husband for not letting her watch her favourite soap because of his cricket match. The key behavioural insight from the research highlighted the fact that most husbands enjoy watching cricket even at the expense of making their wives miss their favourite TV shows. This led to a ‘cold war’ of sorts. The campaign brief to Ogilvy India was to tap into this insight and pitch Tata Sky+ as a truce to this cold war.

Campaign: Impossible is nothing
Brand: adidas India
Creative Agency: Ogilvy & Mather

The Brief:
For a sports brand like adidas, one can expect the brief to be simple, yet impactful. Brand adidas wanted to play with its ‘Impossible is nothing’ philosophy with cricket, especially with the IPL3 tournament and the ICC T20 championship. adidas, as the authentic sports brand, wanted to avoid superficial jingoism. Instead, it wanted to base its communication on a real insight. Through this work, adidas attempted to give voice to the budding young Indian cricketer and how he triumphs over daily dilemmas and ordeals on the cricket field with his ‘Impossible is Nothing’ attitude.

Campaign: Invisible Bottle & Coke in Shadow
Brand: Coca-Cola India
Creative Agency: McCann Erickson

The Brief:
The campaign is based on Coke’s global tagline of ‘Open Happiness’. This theme was launched in India in 2009 with a campaign featuring Aamir Khan. However, Coca-Cola wanted to target the communication at teenagers and thus Imran Khan (Aamir’s nephew in real life) and Kalki Koechlin were roped in for this particular campaign. The film was interesting and fresh. The background score of the ad also became quite popular. Very recently, Coke India released a fresh campaign titled ‘Coke in Shadow’, again featuring Imran Khan.

Campaign: Shubh Aarambh
Brand: Cadbury Dairy Milk
Creative Agency: Ogilvy & Mather

The Brief:
The new ad series captured the new positioning adopted by Cadbury Dairy Milk – ‘Shubh Aarambh’ – and takes off on the Indian tradition of eating something sweet before commencing any important task as a good luck charm. What started off as a message that encouraged people to celebrate the small joys of life with titles like ‘Kuch Meetha Ho Jaye’, the campaign moved on to celebrating overt occasions. The latest campaign, Shubh Aarambh, takes the insight to a new level.

Campaign: Language Barrier
Brand: Idea Cellular
Creative Agency: Lowe Lintas

The Brief:
Idea Cellular’s ‘language barrier’ ad unravels an idea that helped millions of Indians, who move out of their homes for career, education, travel and other prospects in life or need to communicate with people talking different languages in their own surroundings, to easily adapt to the change in environment and communicate smoothly. Idea brand ambassador Abhishek Bachchan, who has in the past been seen in various avatars such as a sarpanch, tourist guide, school principal, politician’s aide, doctor, and even a tree, was seen in a completely different role in the new ad. The ‘Sirji’ character, who created a new identity of sorts, led to a new idea to overcome the language barrier, without speaking at all.

Campaign: Zoozoos
Brand: Vodafone
Creative Agency: Ogilvy & Mather

The Brief:
Vodafone’s much loved ‘endorsers’, the Zoozoos were back on TV with new themes. A total of 29 films have been planned for this phase of the campaign, which ran throughout the third edition of the Indian Premier League. The creative agency had introduced newer themes like jungle theme, other themes conceptualised for the campaign included a circus, a desert and a space theme, adding more setups, and automatically, more characters. In order to maintain consistency, the team behind the films remained the same.

Campaign: BlackBerry Boys
Brand: Vodafone
Creative Agency: Ogilvy & Mather

The Brief:
Vodafone promoted its Blackberry services, but this time without the lovable Zoozoos. The mindset for the Blackberry has always been that it is for the big boys, the boys in suits, or as the ad says, ‘the Blackberry boys’. But as the market is growing, youngsters themselves are getting attracted towards a sophisticated cell phone such as the Blackberry, which is meant for everyone and not for the privileged few.

Campaign: Squirrel
Brand: KitKat
Company: Nestle
Creative Agency: JWT

The Brief:
The campaign serves to take the brand’s ‘Have a break, have a Kit Kat’ philosophy to the next level and urges busy youngsters to take a breather and notice the fun events in their surroundings. The film uses a couple of cute animated squirrels romancing each other and caught in the act by a young guy who is taking a Kit Kat break.

Campaign: Youngistan Ka Wow – Shaadi commercial
Brand: Pepsi
Creative agency: JWT India

The Brief:
Pepsi once again managed to enthrall their audience with their latest TVC. The Pepsi ‘Shaadi’ commercial celebrates the audacious attitude and spirit of friendship of the ‘youngistaanis’. It showcases how ‘friends’ today have become a very important part of each other’s lives and are always there to help in times of need. To summarise, it shows how Youngistaan today stands up for each other and showcases this attitude in their everyday life by coming up with unique solutions to watch their friends back. The commercial features actor Ranbir Kapoor.

Campaign: Curves are back
Brand: Volkswagen Beetle
Creative agency: DDB India

The Brief:
Volkswagen has been one of the most radical corporate bodies when it comes to marketing and promotion. Now, it has found the ripe time to intrigue the audience further with the most fascinating aspect of the Beetle – its curvaceous shape. For guys unaware of the ‘Beetle legacy’, the creative idea rightly focuses on the strongest differentiator: the looks. The rendition of the promise ‘Curves are back’ is classic Volkswagen – unpretentious and laid back.



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