It’s that time of the year again! 2013 witnessed a wonderful wind of change in the field of advertising. We saw fresh and unexplored themes, emotional branding, and bigger brand ambassadors (remember how seeing Hugh Jackman in the new Micromax Turbo advert caught you by surprise?). Be it the heartwarming ad from Google India or the thought provoking one from Tanishq Jewellery, many advertisements this year weren’t only limited to promotion of their products, they told you a story; ‘Saying while Selling’ has become the order of the day in advertising.
Another noticeable change we observed was the increase in the duration of these commercials. They lasted longer, but they managed to successfully engage their viewers. An increasingly popular way to determine an ad’s success has become the number of ‘views’ and ‘shares’ it has on the internet. Ads today have millions of views on YouTube, lots of buzz on social media and have likely been conversation topics at dinner tables, parties and classrooms. In using social media along with traditional TV ads, companies aim to boost brand awareness among young people. An advertisement becomes successful when people not only just watch it but also want to share it with others they know.
Despite marketing challenges like clutter, reducing attention spans and selective retention, advertisers today are trying hard to captivate your interests, and most of the below mentioned advertisements have successfully managed to do so; some even managing to linger after they’re viewed. As 2013 comes to an end, we bring to you our pick of what was the most memorable in advertising this year. This is a mix of advertisements/TVCs from both India and abroad. You’ll find some of these ads to be poignant, some audacious, some hilarious, some powerful and some simply inspiring. Watch them, if you haven’t yet.
- Dove Real Beauty Sketches
You are more beautiful than you think— these seven words sum up what this ad aims at telling the women of the world. What began as a ‘compelling social experiment’ turned out to be one of the most shared videos of all times. Simple, emotional, powerful and real.
- Coca Cola- ‘Let’s Go Crazy’
Even if you believe that a bottle of soft drink has nothing to do with happiness, it’s the idea of spreading happiness through random acts of kindness that strikes a chord. The Indian version of the campaign was along the same lines with a catchy composition by Amit Trivedi, “Haan main crazy hoon”. The punch line of the Indian TVC by McCann Erickson is ‘Khushiyaan lutao, crazy kehlao’ (Spread happiness, be called crazy). It radiates positivity and brings a smile to your face.
- Mango Frooti- ‘Magic of Fresh ‘n’ Juicy Mangoes’
It’s got Shahrukh Khan transforming innocent onlookers into drooling, gulping, longing, lip-smacking children. Yes it’s funny and cute but what captures your attention is the interesting soundtrack that plays in the background. (What language is that?) Catchy and hummable.
- U.N. Women- ‘The Autocomplete Truth’
Another simple and powerful ad campaign. This is a series of ads from UN Women which shows how prejudice against women is a problem across nations. It uses Google’s autocomplete feature of actual searches to reveal widespread gender inequality in the world. The campaign garnered strong reactions through social media.
- British Airways India- ‘A Ticket to visit Mum’
A perfect example of authentic advertising, this viral video is sure to melt your hearts, perhaps even moisten your eyes. By saying “It’s never been just about the flying…Visit Mum” at the end, British Airways nailed it, successfully managing to emotionally connect with its target market- Indians settled abroad. Don’t miss this one.
- Lifebuoy- ‘Roti Reminder’
Creativity at its best. What better way for a handwash to captivate the consumers’ interest than during the time when washing hands is most essential- before having food; and what better way to reach out to a massive target audience than the Kumbh Mela which attracts millions of people.
One of the most novel campaigns of the year, it generated a lot of media coverage. Watch the video to know more.
- Havells Fans- ‘Hawa Badlegi’
Short and simple, these series of TVCs catch your attention. The tagline- ‘hawa badlegi’ refers to the proverbial ‘winds of change’ one is seeing or hopes to see in our society.
- Tanishq Jewellery –Wedding Film
A dusky, confident bride, with a daughter, who is all set to remarry — what a beautiful attempt at breaking societal norms! Created by Lowe Lintas and directed by Gauri Shinde, this ad again received a lot of popularity on social media sites. It’s an unconventional ad for contemporary Indian jewellery, that tries to breaks traditional stereotypes about Indian women. Fresh and thought provoking.
- Volvo Trucks- The Epic Split feat. Van Damme
Jean-Claude Van Damme doing “the most epic of splits” between two slowly reversing Volvo trucks, showing the precision of the vehicle’s dynamic steering— this ad will have your eyes glued to the screen. The intriguing ad became viral across social media sites. With 60 million YouTube views in less than a month, it proved to be epic indeed! (We have our own different versions featuring Ajay Devgan and Rajnikant, but then, that’s another story!)
- Google India- Reunion
Social media became abuzz with this ad which depicts two elderly friends who reunite for the first time after the partition of India and Pakistan, with the help of a granddaughter who uses Google’s search functionality. Created by Ogilvy, this ad managed to strike an emotional chord with people across both the nations, and will surely overwhelm you. With around 10 million views and innumerable shares and tweets, it is a perfect example of an emotional and engaging ad. Google will certainly continue to be our default search-engine for a long long time!
- Titan Watches-‘The joy of Gifting’
Relatively new, this is a heartwarming ad which explores the delight of gifting a present, wonderfully exhibiting the student-teacher relationship.
There’s also a refreshing take on the unmissable signature Titan tune. Well-executed!
- The Hindu- ‘Behave yourself, India’
This ad was in continuation of The Hindu’s campaign with the theme of ‘Behave yourself, India. The youth are watching’. It is a funny and satirical take on the inconsiderate and brazen behavior of the Indian politician. With more youth actively participating in the functioning of the democracy, it’s time to set a good example.
There are a number of other ads too which were memorable and effectively managed to connect to the consumers this year. Recall an interesting ad campaign in 2013? Share with us in the comments section below.