Top 5 viral ads of the month

With the multitude of content on social media and the many brands that choose to pay to promote content, it is becoming an increasingly crowded and noisy environment to reach social media users, which is where impactful storytelling comes to play. From Mirinda India to Tinder, this month's top five ads will reinforce the belief that viral content is consumed because it meets these human emotional needs.

Mirinda India

In 2017, Mirinda, the orange flavoured sparkling drink from PepsiCo gave the country’s youth a voice and told the story of the exam pressure they go through because of parents. This year, with the second edition of its ‘Release The Pressure’ campaign, the brand made this voice louder, and brought to the forefront the issue of constant comparison by parents.

The second edition of ‘Release The Pressure’ campaign focussed on the issue of comparison and pegged it as a cause of depression and suicidal tendencies amongst students. The campaign showcases a powerful film featuring children talking about the daily instances of academic pressure they face due to comparison by parents.The brand re-ignited conversations around the issue through a short film, created by director Shoojit Sircar. The powerful film, conceptualised by creative agency BBDO, aims to make parents realise how situations of constant comparison can lead to lower self-esteem amongst teenagers.


YouTube views- 46 million

Livon Serum


Marico Limited’s Livon Serum launched its latest ad film, an extension of its campaign thought - ‘Salon Nahin Livon’. In the new ad, the brand caters to the young girl who always strives to look her fabulous best and being ‘selfie ready’ is of utmost importance to her.

The tongue-in-cheek TVC depicts two girls seated in a library, who have to go for a last minute outing planned by their friends. Momentarily excited, one of them expresses dismay due to her frizzy hair and wishes she could have fabulous hair before she steps out. Asking her friend to wait, she pulls out a large mirror, steamer, blow-dryer et al, basically everything one can find in a salon, from her bag. Looking at her with shock, the friend wonders what she is up to, when the voiceover says – “You can’t carry your salon everywhere you go, that’s why carry Livon Serum ”.


YouTube views - 12m views

Alibaba


Alibaba Group launched its first global advertising campaign for the upcoming Olympic Winter Games in South Korea. The campaign titled “To the Greatness of Small,” features commercials that illustrate how one small action can touch millions of people, how small moments of character can inspire the world, and how the underdog can achieve great things. The spot features a pint-sized hockey player flattening a much-larger one, and a tiny woman boxer whose fearsome punching prowess will have even Ronda Rousey quaking in her boots.
The commercial features the story of Australian sculler Henry Pearce. During the quarterfinals of the Olympic Games Amsterdam 1928, he displayed a small act of kindness, pausing mid-race to let a mother duck and her ducklings pass without losing a feather. Oars back in the water, Pearce caught up with and passed his French opponent. Pearce not only won hearts of the crowd for his act of compassion, but went on to win a gold medal and to set a new world record in the 2,000-meter event that would stand for 45 years. Onscreen: “We believe small acts lead to greatness. To the greatness of small.”


YouTube views: 9.3 M


Tinder

Every swipe on Tinder represents the possibility of meeting someone new and interesting, and starting something epic - an epic friendship, a crazy adventure or an eternal love story. The possibilities are endless and quite literally in the palm of your hand. Tinder’s new digital film brings this world of possibilities alive. This latest Tinder video follows the fun, confident and spunky Tinder girl, played by indie musician and actor Kavya Trehan, as she goes about exploring the world and herself, enjoying the adrenaline rush of bonding with the people she meets along her way. Her world is full of joy, ease, spontaneity, excitement and adventure, minus any fear of rejection or judgment to hold her back.

The film conceptualized and executed by BBH India and directed by Bharat Sikka, plays to a lively background score of ‘Jaan Pehchan Ho,’ originally sung by late Mohammad Rafi and has been recreated by Mikey McCleary - an India-born New Zealander music composer known for many award-winning tracks. The 90 second digital film, brings to life the snazzy, empowering and irreverent world of Tinder where one is free to be oneself, create new connections with like-minded people, and open a world of epic experiences for themselves.


Impressions-1.8 million views

Bajaj Discover


Discover, from India's two-wheeler brand – Bajaj Auto, released a new campaign which has been conceptualized by Mullen Lintas. Bajaj Auto had recently re-launched the Discover with an upgraded Discover 125, and an all-new Discover 110. Discover has always stood for excitement. Every Discover is known for its peppy, powerful engine which delivers an exciting ride at the twist of the throttle.
The new campaign shows how an exciting ride on the new Discover makes you as ‘zindadil’ as in your younger days.

The song in the film, “Behti Hawa” from the movie 3 Idiots interestingly stirs the youthful memories in an office-goer. The communication captures the emotions that the rider goes through while enjoying the experience of his new Bajaj Discover.


YouTube views- 15 k

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