The Indian audience witnessed some really neat advertisements in 2011. This article focus on the ten different ad campaigns which actually made Indian viewers sit up and take notice of last year.
The first one is Cadbury’s sweet campaign for their Diary Milk chocolates which was handled by Ogilvy, India. The most notable of the numerous TV ad’s was the one where the wife asks her husband, “when was the last time you said I love you to me?” .The background score of each of their ad’s has been the highlight, complementing the brilliant scripting of the video.
Airtel’s television and Print media campaigns struck the right note with the audience. The friendship themed campaign ‘har ek friend zaroori hota hai’ brought out the importance of having different friends with their specific behaviour’s, skills and styles, which makes life worth living and colourful. It stressed the significance of friendships in life. Taproot India, the ad agency, was behind this campaign.
Who doesn’t love the zoozoo’s of the Vodafone campaign? 2011 saw them promoting Vodafone’s 3G services in India. To portray the speed of their 3G internet, the zoozoo turned into superman, performing superhuman tasks. It helped bring home the point that Vodafone 3G is faster, smarter and better. This was also an Ogilvy creation.
Tanishq, teaming with ad agency Lowe Lintas, came up with a unique campaign called ‘true diamond’ targeting the fans of Amitabh and Jaya Bachchan who came together to emphasize the jewellery’s quality and exquisitely designed diamonds. The most interesting ad of the campaign was the one where Amithabh gifts his wife a Tanishq diamond bracelet which she already had, in a light hearted manner.
The ‘No Idea…Get idea’ campaign launched by Idea, used Abhishek Bachchan to endorse their service. Despite the question of whether Abhishek was able to create an impact for himself on the audience, the Get idea campaign surely had audiences recalling the ads a lot, making it a huge hit. At the World Communication Awards 2011, the campaign won the ‘Best Brand Campaign’ award. Lowe Worldwide handled this one.
The Tata Docomo tune is very popular and frequently hummed by audiences even today, ever since they released their ads in India. This time they tried to give the audiences the message that theirs is a network that does not fail, and it always connects everywhere. The short and sweet ads surely brought smiles on people’s faces be it the ad where the groom picks up a call during his wedding or the one where the office executive waking up at noon to the tune of Docomo on his phone. Draft FCB + ULKA were the agency behind the campaign.
Without their brand ambassador Aamir Khan, Tata Sky released a few ads, using the services of Ogilvy, with the tagline: Pooch Dala, toh life jhingalala. The theme of the ads was basically where there are two friends, one who is hesitant to ask questions, while the other benefits by going ahead and asking questions unabashedly. Each ad links every such episode to both of them asking for offers/features at the Tata Sky shop and getting them.
DDB Mudra helped create the Volkswagen Jetta Flyboy campaign in 2011. The Times of India ran large print ads on their front page in its four main editions. Apart from this, the television ad was well-liked where they showed the boy with wings. The commercial received the Storyboard Auto Commercial of the Year Award in the automobile category at the CNBC TV 18 Overdrive Awards in 2012.
The TVS Wego Body Balance campaign comes next. The ad was shown repeatedly during this year’s IPL. The commercial has two couples doing acrobatics on their Wego scooters and trying to win over the other using ‘body balance.’ Just like the Volkswagon Jetta, this commercial also received an award at the CNBC18 Overdrive Awards for the Storyboard of the Year in the bike category. BBH India was the brain behind this campaign.
And finally we come to the last one on this list. With the aim of targeting the audience of the 2011 Cricket World Cup, Pepsico’s product, Lay’s chips had their ‘World Cup Flavours Campaign.’ In view of the top 6 teams participating in the tournament they brought out 6 new flavours of Lay’s chips. Dhoni and Saif Ali Khan were signed on as ambassadors and appeared in their numerous ads. The campaign was communicated at the same time through the social and digital media as well with Pepsico aiming at 360 degree communication.
