It brings about a LOT of advertising because every brand feels compelled to say something. But, unless you have something relevant or refreshing to say, it doesn’t register. I guess the festive season offers an opportunity for the industry to outdo each other and that is conducive for good, interesting work.
I’m sure there have been several great campaigns over the years and I probably don’t recall them at the moment but Cadbury’s ‘NotJustACadburyAD’ from 2021 was path breaking.
It was the first of its kind (I think) to use AI and leveraged the power of Shahrukh Khan as a brand ambassador for local kirana stores across India. Now any business owner could use him as their brand ambassador and create an ad for free. In the context of Covid, this was hugely impactful. The brand won many hearts for the gesture and formed a deeper bond with retailers and end consumers.
I’d like to talk about another piece of communication I know for a fact has been impactful. It’s Legrand’s Diwali film from four or five years ago featuring electricians as the unsung heroes of Diwali. It shows the journey of an electrician who prioritises attending to a customer on the eve of Diwali and comes home to find his home brightly lit, thanks to Legrand’s initiative. Electricians are the biggest influencers for this category and it was refreshing to see them getting acknowledged. The best thing about it is that it’s not fiction. The brand genuinely follows it up every year on Diwali with an electrician outreach programme and lights up their lives with a special act. This purpose-led approach with real action has earned them a lot of goodwill and they continue to take a leadership role in engaging with the community.
Full disclosure: we currently work with Legrand but this piece of communication was done way before I started engaging with them. However, the team, both at the client’s end and the agency’s end is largely the same and continues to back good ideas.
One Diwali campaign from 2023? Too early to say. Diwali is still a week away as I answer this. I’m sure there’s more to come. So far, Colgate’s ‘Sweet Truth’ spot has really stood out. It serves as a reminder to a nation obsessed with consuming sweets during festivals to brush before going to bed.
The visual device is so on point for the occasion (and the brand) that it keeps you hooked till the end before delivering the message. I’m sure 5 out of 5 dentists recommended this ad!
(Reporting by Riya Sethi.)
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