Rewind 2013:Top five ads that redefined creativity

Despite the industry buzzing with negativity and scams in 2013, creative volcanoes exploded to give us ads that made us smile amid the gloom and left long-lasting impression on our minds. The year 2013 will not be remembered as the year of clutter-breaking ideas, but the industry certainly redefined its creative thought processes.

The ad gurus did not stop experimenting in 2013 and a perfect example is illustrated by a riot of colours, dapper chics and foot-tapping number celebrating ‘youness’, ‘kickassness’, ‘epicness’ and ‘magicness’ by Rediffusion Y&R for Tata Nano. Lowe Lintas stuck to the Hero’s age-old mileage promise and created the Mileage campaign, keeping the average Indian spirits alive. Ranbir Kapoor’s playful ride on Hero Maestro made the scooters and the campaign cool. Just when the industry felt an overdose of miniature adults, Flipkart created a gem with ‘India wants to know’, educating consumers about the benefits, ease and convenience of online shopping. Welcoming the wedding season with ‘Extra samaan matlab extra paisa’, OLX established the brand concept of ‘Bech De’ with a new interpretation. The Hindu once again urged politicians to behave through a hilarious campaign as the power to re-elect lies with the youth.

However, the big-ticket clients such as Airtel, Pepsi and Coca-Cola failed to impress the audience with their ads. Airtel created various ads highlighting data plans, but none of them were as memorable as the ‘Har ek friend zaroori’ campaign. Tata Docomo’s ‘Open up’ ads were not very interesting. Vodafone, however, created a series of ads that were fresh and insightful. Coke was glued to the ‘Crazy side of happiness’ without much delight, while Pepsi had an overdose of celebrities. The banking and insurance sector once again stole the show with powerful ideas, such as Bharti AXA’s ‘Aap Yahan Aaye Kis Liye’ and ICICI Prudential’s campaign celebrating the ‘family man’ with ‘Bande Acche Hain’.

In the year end, exchange4media brings to the table top 5 ads that created buzz and managed to capture audience attention due to brilliant insights and powerful execution.

Reuniting emotions through Google
Many families and friends parted ways overnight during the Partition, and this film is a reflection of the many stories of reunion – where human passion and hope overcame time and borders. Conceptualised by Ogilvy & Mather, the film has moved hearts because of the wonderful execution. It’s meant for people who still don’t know what Google is, and what people can do with its search capability. The product is perfectly embedded in the ad and the whole idea of showcasing the supreme features of the search engine has been brought alive. The brand has managed to strike up a conversation to showcase the different uses of Google through the lead film and the other short films. It is a striking film by the brand with an extremely emotional plot, brilliant characters and perfect product placement.

The beauty of remarriage with Tanishq
It’s bold, yet beautiful; it’s simple, yet adorable; it’s all about the beauty of celebrating remarriage. Gracefully and elegantly, Tanishq has portrayed the feelings of a not-so-flashy bride sans fair skin. And that’s the raw beauty of the ad. Conceptualised by Lowe Lintas, the ad beautifully breaks norms on the social stigma of second marriage, which is still not accepted by our modern society. The ad has been praised widely by audiences and has been appreciated by everyone for taking a bold stand on such a sensitive issue. It’s time to forget the age-old practices and adopt the new-age culture. The love of a mother, the affection of a father and the subtle beauty of remarriage – the ad has everything.

Winning habits with Bournvita
Paying tribute to the modern mom and importance of inculcating good habits in children, Ogilvy & Mather created a campaign for Cadbury Bournvita that attracted a lot of attention. The ad is built on a powerful insight that the parents’ role in a child’s life is not only to nurture, but also help unlock their child’s potential. The TVC has beautifully weaved the insights to the Bournvita philosophy of ‘Tayyari jeet ki’. The ad is extremely inspiring because of its execution and the insight. The film salutes all the modern moms setting a good example before their child.

IDBI’s friendship tale
Living up to the promise of taking care as a true friend, IDBI Bank launched four new ad films on the theme ‘Bank Aisa Dost Jaisa’. Conceptualised by Ogilvy & Mather, the core idea behind the campaign is to communicate that IDBI takes care of its customers like true friends. The films have been executed brilliantly with the kids. The chemistry between two innocent children has been portrayed very well in all the films. The insight of a bank behaving like a true friend is not new, but the little kids have played their part so well that the ad becomes memorable. The silly but sweet conversations between two friends make everyone remember that one friend in life who will stand for us in any situation. The film showing a little school boy narrating about his torn pant is the best in the series. Kudos to the team and the little stars for the dialogues and the brilliant acting.

Public-Police bond of Idea
Telecom brand Idea has always celebrated festivals spreading the message of love, compassion and harmony amongst people, through a series of innovative ads. This Raksha Bandhan, Idea highlighted that the bond between public and the police is a good idea. The ad is built on an emotional territory and drives home the message of sharing love on Rakhi. Idea gave a spin to the tradition of a sister tying a rakhi on her brother’s wrist and the brother making a promise to protect her. A policeman works hard for safeguarding the society and citizens, so the girl decides to tie a Rakhi on his wrist as a gesture of thanking him for the service provided.  It is a strong insight and aims to bring trust between the citizens and the police.

That’s Rewind 2013’s highlights for the creative industry. What lays in store for 2014 would be an interesting watch…

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