This year sums up the learnings from the previous year which brought us all together fighting the pandemic. Having said that, it has also changed the thought process and the advertising landscape for brands. With the dynamic nature of the pandemic, customer behaviour and lifestyle changed and brands had to get creative, resourceful, and impactful to stay relevant.
With curtailed budgets and production limitations, these ad campaigns by brands deserve a note of honor as they won the customers hearts and wallets
Cadbury Silk #HowFarWillYouGoForLove?
This beautiful campaign by Cadbury and Ogilvy in 2020 celebrated love and youth. The campaign showcased how far someone is willing to go for love with their signature and iconic soundtrack.
Facebook - More Together - Pooja Didi
When life was kind of coming to a halt due to the ongoing pandemic, Diwali being the biggest festival in our country faced its challenges, the biggest being unemployment. Facebook along with Taproot Dentsu produced this heartwarming film about a young entrepreneur taking a complete leap of faith and risking everything to help complete strangers and won millions of hearts highlighting how we can do More Together.
Truecaller - Shabd
This film conceptualised by Truecaller and wirality media launched on women’s day, based on facts suggests that 8 out of 10 women in India receive harassment and nuisance calls every day. Truecaller’s film showcased the story of a speech-impaired woman who proves one doesn’t need a voice, but the will to speak up and take action. This film urges women to take action against harassment and stalking.
This strong campaign launched before women’s day by unacademy and Lowe Lintas makes a powerful statement; “teach them young about when she needs you and when she doesn’t”. The ad was a bold attempt to change what’s ingrained in our programming.
Dove - #StopTheBeautyTest
Breaking the stereotype, Dove asked women who are constantly discriminated against for their appearance, weight, height, and other physical attributes, how much is beauty enough? A strong, bold, and powerful message that urges people to reflect how much more the society we live in has to grow and like always, Dove was at the forefront of this with Ogilvy.
Tanishq Ekatvam - The Beauty Of Oneness
This beautiful ad campaign by Tanishq and What’s Your Problem was unfortunately pulled down by the brand due to various backlashes which we won’t be discussing here. This campaign broke barriers with a Muslim family celebrating the godh bharai for their Hindu daughter-in-law in a celebration showing the beauty of oneness beyond boundaries called “Ekatvam”. Simple yet strong, this ad touched many hearts.
Cred - Almost Unbelievable - Great For Good
Who would’ve thought Rahul Dravid could lose his temper or Kapil Dev could play Ranveer Singh but these things can only happen in the world of fiction and marketing. Cred along with DDB Mudra and 22 Feet Tribal produced these satirical beauties relating to their brand “Almost Unbelievable”. Dont believe us that Rahul Dravid is Indiranagar’s gunda, then go check out the ad to see for yourself.
Pampers - #ItsTakes2 To Care For A Child
Studies show that 84% of fathers still believe taking care of their baby is the mothers job. On the contrary, babies require their dad as much as their mother to grow up happy and secure. Pampers along with Saatchi & Saatchi conceptualized this powerful campaign, stressing on the involvement of both the mother and the father in the “baby chores’ and spending quality time with the baby to showcase a positive upbringing and atmosphere.
Savlon - #NoHandsUnwashed
On global handwashing day, when every brand was promoting the obvious on how to best wash their hands and its numerous benefits during these uncertain times, Savlon teamed up with Ogilvy to create this beautiful ad about this gem of a painter who without hands, sanitise her feet then why can’t we sanitize our hands?
Pepsi - #SaveOurResturants
Pepsi joined hands with NRAI and Swiggy, executed by Wunderman Thompson this beautiful campaign spoke about the restaurant workers who had lost their jobs during the pandemic. The campaign urged people to add any soft drink into their cart on swiggy, pepsi along with nrai provided basic food necessities to restaurant workers for every soft drink added.
The power of advertising even during times like these can be seen in these brilliant ads that made us learn and unlearn what we know. Tell us below about the ads you think made an impact
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Uthra Chandrashekar is a media specialist at DAV Media also being a psychology buff! Her research and writing explore Marketing, Digital Cultures, Advertising, the Media industry, and Literature, although she fills her soul with thought-provoking ideas about, Woman Empowerment, Social Equality, Counter Culture Living, Art, Music & Cinema.
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