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<strong>MAST</strong>

<strong>Brand:</strong> Oakley

<strong>Campaign:</strong> Be Who You Are

<strong>Agency:</strong> Brandmovers India

<iframe width="560" height="315" src="https://www.youtube.com/embed/Egz46FeBKAM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Growing up, we were constantly asked to fit into the mould of societal expectations. Somewhere, amongst the increasing noise, doubts, aspirations and constant chatter, ‘being ourselves’ took a backseat. We forgot to focus on ourselves, be comfortable with making mistakes, and taking risks.

The latest commercial by Oakley stays true to its value of “Be Who You Are.” As the ad film rolls on, right from the hopes of 1.3bn people being shouldered by cricketer Rohit Sharma, to the doubts and noise surrounding him, the commercial shows how Sharma does not let the people’s uncertainties stop him from always giving his best. The ad film conveys the message of being your authentic self, and the importance of knowing “Who you are", where every frame of the film radiates courage and confidence. Overall, the ad film gets a thumbs up for its realism on a crucial subject.

<strong>MEH</strong>

<strong>Brand:</strong> NutriGlow

<strong>Campaign:</strong> NutriGlow

<strong>Agency:</strong> In-house

<iframe width="560" height="315" src="https://www.youtube.com/embed/oLn-NzVs_so" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

For years, most of the ads that touched upon the subject of beauty have either been explanatory in nature, or had a pair of girls dancing to stress upon the brand, and convey positive effects. NutriGlow’s latest campaign follows the same unsatisfactory pattern. Actor Genelia Deshmukh along with a bunch of girls are portrayed as ‘GlowGirls’ who are moving to a beat to highlight NutriGlow’s varied range of products. However, Deshmukh, who serves as the brand ambassador for the brand and is known for her bubbly and fun loving nature could not save the commercial from being a dull and disappointing one to watch. An engaging and different storyline could have prevented a Meh.

<strong>Mast</strong> 

<strong>Brand</strong> - Thums Up

<strong>Agency</strong> - Ogilvy India

<iframe width="560" height="315" src="https://www.youtube.com/embed/FSFd3mw8oIg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

From sitting on tree-tops, listening to radio commentary to gathering around paan shops, Indians have found many unique ways to tune in to their favourite cricket matches. Cola brand Thums Up, plans to provide cricket fans in India with a never seen before, innovative experience through in its feature. The ad featuring Jasprit Bumrah, Umran Malik and Brett Lee, showcases an option that allows you to experience watching an ICC T20 World Cup match through a camera fitted in a wicket. Fans will have to scan a QR code on the Thums Up bottle to get access to the camera feed and become part of this immersive experience. That is as close as one can get to being present at the actual game. If this works, it is bound to leave all cricket fans stumped!

<strong>Meh</strong>

<strong>Brand</strong> - Casio India

<strong>Agency</strong> - In-house

<iframe width="560" height="315" src="https://www.youtube.com/embed/NDSigcUw4mw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Are you an over-thinker? Yes? Then Casio’s latest ad is definitely one for you. The film opens with a student, who asks his father to buy him a Casio calculator. When his father asks if he can get any other calculator if he doesn’t find one by Casio, the son starts to overthink a series of probable events and scenarios that might impact his life, all due to the repercussions of using an ordinary non-Casio calculator. While the concept works well on paper, the execution doesn’t translate well onto screens. A great concept, poorly planned and executed resulted in us providing this spot, a meh. 

<strong>Mast</strong>

<strong>Brand:</strong> Tata Motors

<iframe width="560" height="315" src="https://www.youtube.com/embed/vjS4Q_np3KY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Festive ads can seem too filmy and over the top with all the songs, dances and unnecessary drama around festivities. However, sometimes there are ads that truly have a feel good factor to it. The Durga Puja TVC from Tata Motors is a perfect example. The ad features the most celebrated actor of Bengali cinema, Prosenjit Chatterjee for the spot but not in a way you’d normally expect. His presence is subtle. His role is of the narrator who acts like a catalyst, adding a slight hint of glamour to the ad without being completely involved in it. The narrative is clean and well packaged with the integration of car features that seamlessly blend in. In true festive fashion, there is a sweet story, a great song and a product that is being rightfully celebrated. All the fun elements work perfectly in unison which makes this new TVC from Tata Motors a good one to watch. A definite Mast in our books. 

<strong>Meh</strong>

<strong>Brand:</strong> Hindware

<strong>Agency:</strong> In-house

<iframe width="560" height="315" src="https://www.youtube.com/embed/ipgCpOTvrHQ" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Hindware has a new TV campaign – ‘Go Larger Than Life’  starring actor Tamanna Bhatia and The Great Khali. This is the first ever TVC from Hindware Italian Collection since the company forayed into the tiles segment. The tiles shown in the spot look beautiful and appealing for sure but unfortunately, the same cannot be said for the spot itself. With an inane narrative and an unnecessary objectification of a tall man being compared to huge tiles is unimpressive and doesn’t leave a good lasting impression. A very poor concept and even poorer execution awards this spot a MEH 

<strong>MAST</strong>

<strong>Brand:</strong> Cadbury Dairy Milk

<strong>Campaign:</strong> Cadbury Dairy Milk Bodyguard – Kissi aur ki Khushi mein shaamil hokar dekhiye

<strong>Agency:</strong> Ogilvy India

<iframe width="560" height="315" src="https://www.youtube.com/embed/ugp1IhxHT48" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Tigmanshu Dhulia never fails to impress viewers with his performances. In this spot, his appearance as a politician paints him as a ‘larger than life’ character. Dhulia, who is seen making his way towards the dais along with his bodyguards amidst the cheering crowd, to celebrate the success of one of his guard’s daughters who cleared the medical entrance exam is warm and comforting to watch. He is seen feeding the daughter a piece of Cadbury Dairy Milk as a token of appreciation and celebration. The ad film stays true to its message “Kissi aur ki Khushi mein shaamil hokar dekhiye.” A ‘Mast’ watch in our opinion. 

<strong>MEH</strong>

<strong>Brand:</strong> Myntra

<strong>Campaign:</strong> Myntra Big Fashion Festival

<strong>Agency:</strong> In-house

<iframe width="560" height="315" src="https://www.youtube.com/embed/ssr69nZDWKE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The absence of any fun factor for an ad that aims to be comical is very evident right from the start. The campaign, which aims to promote Myntra’s Big Fashion Festival does not really generate any curiosity to check out how interesting the fashion festival might be. Even the presence of celebrity couple Virat Kohli and  Anushka Sharma, does not seem to add any drama to the dulness. Ironically, Myntra’s idea of using ignorance to draw attention not only tanked on screen but also failed to attract audiences in real life. An interesting build up to the story along with some festive cheer to promote the fashion festival could have prevented a Meh.

<strong>Mast</strong>

<strong>Brand:</strong> Coca Cola

<strong>Agency:</strong> In house

<iframe width="560" height="315" src="https://www.youtube.com/embed/WWaOTJ_E3xc" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Durga Puja for Bengalis is like a five-day long party. Like any party, food and soft drinks are an important part of this celebration. So if you are telling a Durga Puja story and you add food and soft drinks to it, you definitely make for a good storyteller. This new puja anthem from Coca Cola is a perfect spot for the pre-festive weeks. Casting the OG cool guys of Bengal (read members of Bengali band Chandrabindoo) and the catchy song add to the festive mood and cheer. The ad comes with its share of glam factor too, with Bengali superstar Dev adding spark and being a part of the 39 second screenplay. Overall, Coca Cola has done a great job with capturing the mood of the Bengal market right now with everyone preparing for the upcoming celebrations. 

<strong>Meh</strong>

<strong>Brand:</strong> Pantaloons

<strong>Agency:</strong> Production: KITCHEN, Concept: Ogilvy

<iframe width="560" height="315" src="https://www.youtube.com/embed/vAitIkoGJqs" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Rap songs and hip/hop as a genre are very popular with millennials and Gen Z. However, when used in an ad, it resonates only if executed and performed well. Unfortunately, this new Durga Puja spot from Pantaloons banks on a below average rap jingle that pulls down the overall vibe of the piece. Moreover, the Bengali voice overs are heavily accented. It could’ve been done on purpose to go with the background score but doesn’t help the tune in any way. It stands out as  a noticeable blunder. The song, the script and overall performance of the cast makes this a wannabe number desperate for attention. We’re still on the look out for an ad that captures Gen Z mentality correctly and executes it well. 

<strong>MAST</strong>

<strong>Brand</strong> - The Body Shop

<strong>Agency</strong> - In house

<iframe width="560" height="315" src="https://www.youtube.com/embed/FkFmgjTZJ4g" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Breaking the popular notion that young citizens are becoming increasingly apathetic towards societal issues, The Body Shop launches a campaign calling upon policy makers to evaluate lowering the age of candidacy in the Lok Sabha from 25 to 21 years of age. The goal is to get greater youth representation in the Lok Sabha. To spread the message, the brands video campaign features young leaders from across the country including Sudhanshu Kaushik, founder, Young India Foundation (27), Jalandhar High Court lawyer Inderpreet Kaur (24) and Sachin Rathod, independent panch ingalangi (29) talking about their efforts in bringing change in society thereby inspiring others. The ‘Be Seen Be Heard’ initiative is being rolled out through a partnership with Young India Foundation. The WHY25 drive has been launched across India at all The Body Shop stores in September 2022 and will run till end 2024 in over 25 states with offline and online petitions to support the cause. Now, that's what you call a brand with a purpose. A mast ad, definitely a great watch. 

<strong>MEH</strong>

<strong>Brand</strong> - Levi’s India

<strong>Agency</strong> - Spring Marketing Capital

<iframe width="560" height="315" src="https://www.youtube.com/embed/vZ8pJXzA1h0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Levi's India’s series of ads with Deepika Padukone follow a pattern that has become repetitive and boring. In the new ad Padukone is seen in a space that needs to be set up and decorated. The camera follows her doing various chores like pushing a sofa into place, sticking a poster on a wall while ambling around with her friends, etc dressed in a new baggy Levi’s jeans of course. The spot ends abruptly leaving viewers confused. While Levi's baggy collection might be in vogue, its advertising seems really last season! It’s time for a refresh. 


<strong>MAST</strong>

<strong>Brand</strong> – Bombae Fuzz Off Trimmer | Painless hair removal for women

<strong>Agency/Production House</strong> – Talented, StudioFry

<iframe width="560" height="315" src="https://www.youtube.com/embed/tJdv1KX0cPY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This 30 seconder is an edgy one. It’s probably the only hair removal brand that has shown body hair before women shave/wax/trim it off. Bombae says #FuzzOff to societal expectations. It shows the pain women go through to go hairless and attempts to normalise never-seen-before body hair imageries. An empowering ad that breaks boundaries. It’s a mast watch because it is changing the narrative of the category.


<strong>MEH</strong>

<strong>Brand</strong> – Manyavar | Taiyaar Hokar Aaiye

<strong>Agency</strong> - Shreyansh Innovations

<iframe width="560" height="315" src="https://www.youtube.com/embed/FmSZL1LByzE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The hyperactive actor Ranveer Singh for the new commercial of Manyavar is featured as a spunky wedding photographer. For a change, he is dressed perfectly fine. However, he singles out a suit-clad ‘mausaji’ by saying he is ruining the perfect family photo in his western outfit. Okay, we get it, this was all supposed to be in good fun and maybe for the sake of advertising. However, we think the brand could have picked a better line of thought to stitch the script. After all, isn’t fashion a personal choice? Shouldn’t Singh know that better than anyone else?



Mast & Meh: Oakley, Thums Up, Tata Motors, Myntra, Levi's India

<strong>MAST</strong>

<strong>FITTR - Get Ready to #BreakYourBarriers</strong>

<strong>Agency: In-house</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/fr6pLDoVQQg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

It doesn’t have to be Woman’s Day or Mother’s Day to celebrate the power of womanhood. Fortunately, brands have taken to that trend. FITTR’s new #BreakYourBarriers campaign showcases the importance of mothers setting positive examples for their children. The spot shows a mother-daughter duo who fight back against street harassment. The brand aims to inspire and motivate women to break through mental, psychological and physical barriers. It does a decent job of delivering a metaphorical knock-out punch. A neat and fit ad.

<strong>MEH</strong>

<strong>SUGAR Cosmetics - #ShukarHaiSUGARHai</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/ZNPEgRIEkBY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The latest commercial from SUGAR Cosmetics is increasingly dramatized and poorly written. The 360-degree #ShukarHainSUGARHain campaign stars Ranveer Singh and Tamannaah Bhatia along with the founder of the brand, Vineeta Singh. Singh’s presence in the ad adds zero value. The buzz around Shark Tank, although very prominent for a while, has died down. While people have moved on from the show, the judges seem to still be in a hangover assuming they add a glam factor to everything they are a part of. The no-transfer lipstick is a great product but it has many more advantages than keeping a boyfriend’s cheek clean. It would have been great to see some of the other, slightly more important and sellable ones too. This ad, we're afraid, tanked in our view. 

<strong>MAST</strong>

<strong>Spotify - Podcasts Pe Suna</strong>

<strong>Agency: Leo Burnett India</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/1ZZZ4aUvUp8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/SSoCScwzk7Y" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Podcasts are the next big thing and Spotify wants you to believe it. From investing in knowledge to science related trivia, Spotify's new series of campaigns, ‘Podcast Pe Suna’ promotes engaging with and listening to the popular audio format. The three ad spots feature a banter between two brothers, where the younger one enlightens the elder brother (played by Kota factory fame actor Jitender Kumar) about the many benefits of podcasting. The dynamic between the siblings is fun to watch, is relatable to a great many people and is absolutely entertaining. A ‘Mast’ watch in our opinion. 

<strong>MEH</strong>

<strong>Tata Capital - Moneyfy | Ek Ungli Se Make Investing Easy</strong>

<strong>Agency: Infectious Advertising</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/W_oJYqOVLfI" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/DkcN1VlBNME" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Tata Capital's efforts for 'fitting in’ with their new ads for its wealth management app, Moneyfy, that target Gen Z have their hearts in the right place. The execution, however, definitely makes them stand out, unfortunately, not in a good way. The digital films highlight that the mobile-first generation carry out most tasks online, be it ordering food, dating or staying connected with friends or family. They can also secure their future through Moneyfy. While the messaging is apt for the new generation, the background narration by God himself makes the campaign seem dated and boring. Something that would hardly hold Gen Z's attention.

<strong>MAST</strong>

<strong>Byju’s - Student Forever | Teachers’ Day</strong>

<strong>Agency: In-house agency</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/lPO6CTUwT1M" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

They say, ‘Curiosity kills the cat’ but millions saw the apple fall and only Newton asked why. In the spot, a teacher has lost track of time correcting papers. As the ad progresses, it showcases the teacher’s never ending curiosity and desire to learn, be it listening to a science podcast or learning how to play games on a mobile phone. The ad successfully advocates that there is no right age to learn something new. The key takeaway is that curiosity is a companion that’ll accompany you for a lifetime. The commercial stands out for its realistic depiction of the concept of learning and shows how sometimes a teacher too needs to become a student to learn something new in order to teach it to a classroom. A good one from the edtech major. 

<strong>MEH</strong>

<strong>Vicks - Vicks Roll-on Inhaler Traffic Cop</strong>

<strong>Agency: Publicis Singapore</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/XkoiSZOCTUo" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Will there ever be a change in the narrative or the script for ads by Vicks? Possibly, but not today. The recent ad, starring actors Samantha Ruth Prabhu and Ranveer Singh, presents the same formulaic piece of content that we’ve been seeing for what feels like a thousand years. Singh in typical fashion, is suffering from a blocked nose and headache. His forehead appears long and his nose is red and swollen. Prabhu, who is a traffic police officer, gives him a Vicks Roll-on that gives him immediate relief. A successfully conveyed message via a bland script and two high-profile celebrities that add no additional value. The ad would’ve had the same impact even with two far less popular actors. Would’ve saved a ton of money too. Next time, perhaps consider spending money on the script, something that might actually prove useful. Creativity blocked, perhaps.  

<strong>MAST</strong>

<strong>Jar - #Bachao - Jar App Pe</strong>

<strong>Agency: Spring Marketing Capital</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/rOVpJWYrx5c" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<strong>The other three ads:</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/Fp0qwSYp5FE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/U4dorRPcOVo" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/DkDBr06oAz8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> 

What do you call a fourth after a hat-trick? Jar’s latest addition to what was a brilliant round of three Bollywood inspired ads, doesn’t fall short. Divyendu Sharma who reprises his role as Munna Bhaiya from Mirzapur is seen bringing unmatchable swag and boss-like attitude to this spot. We see a man asking the waiter at a restaurant to keep the change as a tip, as anyone would. At this point, Munna Bhaiya enters with his gang of goons and in true Mirzapur fashion tells him to invest that change in gold on the Jar app instead of tipping it away. Every element in this ad contributed equally in bringing out the surprising ‘good samaritan’ in him. Great visuals, outstanding choice of background music and a very well thought out script is what awards this spot and all others a MAST in our books. 

<strong>MAST</strong>

<strong>Himalaya Wellness Company | Let Kids Be Kids</strong>

<strong>Agency: 82.5 Communications</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/oG8GUMrxg6Q" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The core of this commercial is simple to understand and has a clean, direct message. The hand wash brand wants your kids to go out and play in the mud, build small kennels for stray puppies, make clay art, repair their cycles, help you in the kitchen, all with their bare hands. It’s a good reminder for parents who think an easy way to engage kids is to give them access to digital screens. However, we wish the brand cut down on its plug time towards the end of the film because stretching the duration of presenting the logo seemed a little unwarranted and unnecessary. Overall a good ad that users may not want to skip.

<strong>MEH</strong>

<strong>Aisle | Nothing Casual About This Dating App</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/WUwzFDrTCU4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/LT0_n1D4ysU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The latest ad spots from, Aisle, addresses everyday issues of women on dating apps which range form irritating to horrific. These films are insight-driven. However, our question to the makers is, when you say “'Let's Get Real”, what do you really mean? What do you have to offer? For someone watching the ad for the first time, how is the brand any different? Also, what’s the reason for not showing men’s point of view on dating apps? This campaign had the potential to be a Mast watch but we guess the core idea got caught in its own trap. 

Mast & Meh: Spotify, SUGAR, Tata Capital, Byju’s, Vicks, Jar

<strong>MAST</strong>

<strong>Google Voice Assistant</strong>

<strong>Agency: Toaster</strong>

<iframe title="Nikhat Zareen's #BolneSeSabHoga Story | Google Voice Search" src="https://www.youtube.com/embed/l5b_U7q1JyA" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<iframe title="Sriya Lenka's #BolneSeSabHoga Story | Google Voice Search" src="https://www.youtube.com/embed/4pR12bUmINI" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Four incredible women ooze swag and spirit in Google’s #BolneSeSabHoga campaign that focuses on how Google’s voice assistant is helping people discover their passions through the power of the internet. This series of four spots captures the inspiring journey of climate advocate Prachi Shevgaonkar, Indian Kpop artist Sriya Lenka, bodybuilder and fitness coach Kiran Dembla and boxing champion Nikhat Zareen, who have broken stereotypes and social norms to achieve success in their chosen fields. Top notch writing makes the campaign punchy and not preachy. It’s inspiring while also keeping the product (voice assistant) right in the centre through all the storytelling. The campaign is a shoo-in for Mast this week.

<strong>MEH</strong>

<strong>Lux Venus</strong>

<strong>Agency: Shreyansh Innovations</strong>

<iframe title="LUX VENUS - SABKO MAANGTA HAI Ft. SALMAN KHAN" src="https://www.youtube.com/embed/9GaAf4tUzrY" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

The new Lux Venus spot is bound to get noticed for its bizarre quotient. To pull it off, the brand roped in Salman Khan who is seen chasing his Lux Venus vest through the busy streets of a city amidst heavy traffic and pedestrians, finally managing to grab onto it. At this point, it leaves us wondering whether the ad is inspired by Thums Up commercials? (Khan used to endorse Thums Up before he switched over to rival Pepsi.) The ad ends with ‘Sabko Maangta Hai’. We gave it a Meh but we can almost hear all the whistling and cheering for Khan’s stuntman’s stunts.

<strong>MAST</strong>

<strong>Dhara Edible Oils</strong>

<strong>Agency: DDB Mudra North</strong>

<iframe title="Aasan Hota Hai Baaton ko Khaane Pe Kehna I Dhara Refined Soyabean Oil #KhaanePeKehna" src="https://www.youtube.com/embed/tdJYy4VMMZc" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

It’s often said that a lot happens over a cup of coffee (or tea) but a lot happens over food too. Dhara’s new campaign titled #KhaanePeKehna proves just that. In sync with their overall brand proposition of ‘Zara Sa Badlaav’, Dhara is promoting the idea of mealtime conversations. The ad features a family of three that includes a teenage daughter. While the father is curious to check the daughter’s phone in her absence, the mother explains how parents can stay updated about their children’s lives by simply having a conversation with them. This TVC leads the brand’s month-long campaign conceptualised by Dhara Edible Oils and executed by DDB Mudra North along with Wavemaker. A simple script that discusses a very relevant topic through a beautiful narrative is what makes this spot a good one to watch.

<strong>MEH</strong>

<strong>Khadim</strong>

<strong>Agency: Digitale</strong>

<iframe title="Khadim x Bong Guy x Wonder Munna- Pujo shopping hit ache boss! #ItsWOWItsKhadim" src="https://www.youtube.com/embed/GncCNM_K_kU" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Full marks for getting content creators on board for a campaign. But the concept and writing should’ve also been left to them. Popular Bengali YouTubers Kiran Dutta (The Bong Guy) and Indrani Biswas (Wonder Munna) are the faces of this new Durga Puja campaign that leaves no impact on the viewers. Set against the backdrop of Durga Puja shopping season, the film highlights how Khadim is focusing on a refreshed in-store experience, affordable pricing and the fashion factor. But there’s nothing fashionable about this spot. Still, the shoe must go on.

<strong>MAST</strong>

<strong>Housing.com - Parr...se Perfect</strong>

<strong>Agency: McCann Worldgroup</strong>

<iframe title="Housing.com: Parr...se Perfect | College Ex" src="https://www.youtube.com/embed/xzuEGeacJTQ" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<iframe title="Housing.com: Parr...se Perfect | Party Hard or Party Hardly" src="https://www.youtube.com/embed/-IsbKIOEteI" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<iframe title="Housing.com: Parr...se Perfect | Not the right FIT" src="https://www.youtube.com/embed/jvAC0MblJPc" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

The brand and agency seem to have a knack for understanding consumers’ sentiments and emotions and it’s evident in their recent ad campaign. Be it the seeds of doubt being planted in the mind of a wife, or a ‘no party but duty’ state of affairs for two bachelors. Be it the worry of ‘saasu maa’ dropping by in less than 20 minutes or the pressure of being stereotypically ‘fit’ amongst an uber fit crowd. Housing manages to infuse humour in a subtle manner in such situations that are realistic for the ones who can relate. Everything from the casting to the writing is ace and keeps the brand and proposition at the center of it all. Advertising at its best. This campaign successfully scores a Mast.

<strong>MEH</strong>

<strong>Hamdard Laboratories - ‘Safi Har Ghar ka Skin Specialist’.</strong>

<strong>Agency: Dentsu</strong>

<iframe title="Kriti Sanon's Secret Skin Specialist - Hamdard Safi | Nupur Sanon | Hamdard India | Skincare" src="https://www.youtube.com/embed/PNJt5nLGPsg" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

The commercial tries hard to captivate the audience but unfortunately the hard work doesn’t quite pay off. As the commercial rolls on, everything, right from Kriti Sanon’s entry to her conversation with her real life sister Nupur, every frame and the emotions associated with it look forced and don’t flow naturally to deliver the core message of ‘Hamdard Safi’. Nupur’s worry of having pimples on her face, Kriti introducing the ‘in-house skin specialist’ Hamdard Safi and the exaggeration, ’Pimples, Oh my goodness! Please help me’, while they worked in tandem, it didn't really work for us. Perhaps a different angle and a better storyline could have prevented a Meh.

<strong>MAST</strong>

<strong>DaMENSCH</strong>

<strong>Agency - Talented X Dot Dot Boom Films</strong>

<iframe title="The Innerwear Therapy Collection by DaMENSCH | Part 1 ft. @The Aadar Guy, @Rohan Joshi" src="https://www.youtube.com/embed/HQ3SbivCta0" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<iframe title="The Innerwear Therapy Collection by DaMENSCH | Part 2 ft. @Jordindian" src="https://www.youtube.com/embed/V786wsiCjzc" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<iframe title="The Innerwear Therapy Collection by DaMENSCH | Part 3 ft. @Nirmal Pillai" src="https://www.youtube.com/embed/E3zRt0yn4fM" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

This is perhaps one of those ads that only people in advertising get. But this one also takes it up several notches with a Christopher Nolan reference. Was it meant for the marketing and ad crowd? Is it a case of the marketer in love with her or his idea? Do most consumers of the brand have an appetite for this Inception-esque ad? We don’t have the answers right now. But we did enjoy watching it.

<strong>MAST</strong>

<strong>Horlicks India</strong>

<iframe title="Horlicks Makes You Taller Stronger Sharper" src="https://www.youtube.com/embed/wQCXwGitZ0g" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Set in a typical Tamilian household and against a sweet background score that sets the mood, this film hits all the right notes. A young boy sees his mother’s old police uniform and decides to wash and dry it. His mother wonders what he is up to. The boy then reminds her that she always said she'd go back to work once he grew up. He then asks her to look at the shirts that are drying next to each other and tells her that he is grown up enough to take care of himself. The film could have been slightly shorter but it’s sweet and on brand, and that makes it a Mast watch.

Mast & Meh: Horlicks, Google, Housing, Dhara, DaMENSCH and more

<strong>MAST</strong>
<strong>Casio India - Live Your Dream</strong>
<strong>Agency: Tribes Communication</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/md6M6xmYTjM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This commercial is musically brilliant and one cannot help but pay attention. The commercial features 2007 movie Taare Zameen Par’s acclaimed actor Darsheel Safary, who is new to college, and struggles to break the ice with his classmates and is thus seen as a recluse. What makes the advertisement score a ‘Mast’ or thumbs up is its ending, which adds elements of ‘surprise’, when Safary expresses his gratitude in sign language to the crowd who is impressed by his stupendous performance in playing a Casio at a music festival. Overall, the commercial stands out for its terrific storyline which keeps the waning attention of the viewers tightly hooked. 

<strong>MEH</strong>
<strong>Syskaa - Save Kiya Kya</strong>
<strong>Agency: IBD India</strong> 

<iframe width="560" height="315" src="https://www.youtube.com/embed/-3bX2h8JT9k" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

After watching the commercial, the first thought that crosses  our minds is, “Kya Save Kiya?” The ad stars actor and brand ambassador Rajkummar Rao, who is seen in a dual role. The quirkiness of his characters seems to be force fitted, and the campaign’s message does not successfully land. What could have saved the commercial from a ‘Meh’, could have been spinning an interesting story and focusing more on “Energy save kiya”, rather than trying to force fit elements that do not gel with the theme. 

<strong>MAST</strong> 
<strong>WhatsApp</strong> 
<strong>Agency: BBDO India</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/EcEZCWyfFCc" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Directed by Prakash Varma, WhatsApp’s new campaign addresses the most critical issue associated with the app - privacy. Through a heart-warming conversation between a father and son virtually over WhatsApp, the former is seen sharing what seems like tips or words of motivation during the half-time of his son’s important football match. Every time they converse, people around them vanish, thus cleverly informing users that the platform has features like end-to-end encryption, two-step verification and hidden online presence that enables the duo to express themselves freely despite being surrounded by crowds in a restaurant or a football stadium. While the jury is still out on the privacy promises of WhatsApp, the campaign is likely to strike the emotional chord of viewers. 

<strong>MEH</strong>
<strong>Policybazaar - MagicCircle</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/1bbhtcuewNU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Fintech platform Policybazaar's new campaign features popular Bollywood villians Gulshan Grover and Shakti Kapoor who are seen encouraging people to become heroes in real life and buy health insurance. The juxtaposition of Bollywood’s ‘bad men’ advising people to not turn into villains seems good on paper but doesn't really translate well onscreen. The ads are dry and the stars are seen basically mumbling the rehearsed script. The spots lack the much needed punch!

<strong>MAST</strong>
<strong>Limca (Coca-Cola India)</strong>
<strong>Agency: Ogilvy</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/SbaSUzL-nAE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

With this new spot, Coca-Cola India has announced their first-ever brand extension for Limca into the hydrating sports drinks category. The new campaign that introduces Limca Sportz, has been conceptualised by Ogilvy. The fact that Olympic javelin champion Neeraj Chopra is the face of the campaign, adds a lot of weight to the spot. A sports star endorsing a sports drink that promises faster rehydration is a perfect match. A Simple and clean screenplay with direct messaging and no beating around the bush makes this 35 second spot a good watch.

<strong>MEH</strong>
<strong>The Sleep Company</strong> 
<strong>Agency: Anomalous</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/i8LxzBKORX4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Anil Kapoor and Jhakkas! Really? Do younger millennials even get that reference? This new spot from The Sleep Company featuring Anil Kapoor who endorses the brand’s new mattress offering that uses SmartGRID technology, looks like caricature content. A young couple is seen complaining about the usual problems that people face after using memory foam such as backaches, difficulty in sleeping, etc. This is when Anil Kapoor jumps into the scene through a window and starts talking about the new product. This is how toothpastes were sold in the early 90s. Basically, this is a very last decade form of storytelling, that according to us, doesn’t work in the dynamic ad scene of present times. 

<strong>MAST</strong> 
<strong>Goodfellows</strong> 

<iframe width="560" height="315" src="https://www.youtube.com/embed/k817RiMGm24" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This spot narrates the brand message beautifully. True to its purpose, Goodfellows, a startup that provides companionship services to senior citizens, has detailed some harsh truths in subtle ways. An elderly woman is seen talking to someone about her day over a call. She said it was a good day because she got up at ease. We then see her apply a generous amount of Jai Kajal. If you are a boomer, a xennial, or a millennial, you would have definitely seen this green compact box of kohl on a dressing table at some point in your life. She then carries on with her routine - morning puja, a cup of adrak wali chai, a small walk at home, and a carrom session with herself, where she wishes for someone to keep her company. In the next scene, there is a young girl, a representative from Goodfellows, at the woman’s doorstep, who then gives her company in all her daily activities. They make chai together, take walks, laugh and play carrom together. The film ends with a beautiful line, companionship means different things to different people. It’s a gentle reminder to all of us to be around our elderly family members whenever we can because all they want is company. It’s the subtlety of the film that got us. 

<strong>MEH</strong>
<strong>Sleepy Owl - Your Loss</strong> 
<strong>Agency: In-House</strong> 

<iframe width="560" height="315" src="https://www.youtube.com/embed/GbjqeIfFdrg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/7t-apxQmiSE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Seems like the team that worked on this campaign was highly caffeinated. In the multiple ad spots, the sleepy owl, twerks, lazes around and shops, after saying that it is the viewer’s loss if they haven’t picked up and consumed coffee from the company. The brand seems to be trying really hard to be irreverent. In one of the spots, the sleepy owl also mentions that nobody cares where the coffee beans come from. That hit the wrong nerve for many viewers. At a time when brands are vocal for local and sourcing sustainably matters, here’s a brand that promotes good produce but decides to take a different line of communication in its ads. The real sleep owl should return after a nap.

<strong>MAST</strong>
<strong>Tinder -  We Need To Talk</strong>
<strong>Creative Partners - Directed by Sonam Nair. Conceptualized in collaboration with The Script Room & Shivani Gairola</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/xO2r8wVDp44" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

At a time when brands are scripting 30-second ad films to make their point loud and clear, here's a brand that took over 8 minutes and didn't rush to address an important topic. Tinder India's latest communication piece 'We Need To Talk' is insight-driven. According to a recent survey, 65 percent of young adults in India don’t know how to give consent, how to ask for it or how to withdraw consent when dating someone. In a country where talking about sex is taboo, the dating app wants adults to know all about consent. That's the first step to talking about things never discussed IRL (in real life). The film showcases different people and their take on consent through their life episodes. We swipe right on this ad.



Mast & Meh: Tinder, The Sleep Company, Sleepy Owl, WhatsApp, Limca

<strong>MAST</strong>

<strong>MuscleBlaze - Ladies Who Lift</strong>

<strong>Agency: In-house</strong>

<iframe title="" src="https://www.youtube.com/embed/tjzziDz3Qmo" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Surprisingly even a two minute spot can be fun if made well. This new campaign titled Ladies Who Lift (#LWL), by MuscleBlaze is an interesting one. Conceptualized and executed by an all women in-house crew, the ad shows women from all walks of life who don’t live by conventional expectations. The campaign creates a progressive narrative around the spirit of ‘Zidd’ portraying women at their stubborn best when it comes to choosing the kind of life they want for themselves. The catchy number ‘Ni Aar Di’ is the cherry on the cake. This one blazes all the way to the top.

<strong>MAST</strong>

<strong>Paytm First Games</strong>

<iframe title="Play Rummy on First Games and Win Cash!" src="https://www.youtube.com/embed/hFZXTALBWkg" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

To promote the game of Rummy, Paytm First Games brought Fukrey famed actors Richa Chadha and Varun Sharma in its latest ad. The 30-seconders feature the actors indulging in a fun shayari (a form of poetry) to communicate how First Games is akin to having the best rummy gaming experience, comparing the experience to combinations such as Butter-Chicken combo or No Ball-Free Hit. The campaign is relatable and is likely to engage viewers.

<strong>MEH</strong>

<strong>Vadilal Ice Cream</strong>

<strong>Agency: Mullen Lintas</strong>

<iframe title="Har Moment Ko Right Kar with Vadilal Ice creams! Ft. Ranveer Singh" src="https://www.youtube.com/embed/tzVnqZ2GKYY" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Vadilal’s new ad featuring Ranveer Singh follows the tropes of a typical celebrity campaign. Singh, true to his personality, appears in a brightly coloured attire mimicking the shades of a cassata ice-cream at a party. Calling himself a slice of cassata he starts gyrating to the – ‘lick it, bite it, right it!’ jingle while distributing the brand’s ice-cream variants to the party guests. It’s a clear case of the celebrity overshadowing the brand in the spot, viewers are likely to remember Singh’s bizarre fuzzy outfit and crazy moves, not the ice-cream unfortunately.

<strong>MEH</strong>

<strong>Country Delight - Oil is Well.</strong>

<iframe title="Oil is Well" src="https://www.youtube.com/embed/NtrxKD64atA" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

A traffic jam - petrol in a well - curious cat - Country Delight. A roundabout way to drive a straight message. We’ve all heard the saying, ‘Too many cooks spoil the broth.’ Unfortunately, that’s exactly what has happened in this case. Country Delight has a value driven product, a coconut that guarantees two full glasses of water. However, this core message gets lost amidst all the din and commotion. The traffic jam and the loud sound of cars honking, followed by a loud conversation between the two main characters, constant pumping sound of the well and background music that is very unpleasant to the ears, left us eagerly searching for some harmony in all the chaos. Adding to all this was an unclear product shot. The best part about this ad was its short duration. All of the above points, if it isn’t clear already, resulted in us awarding this spot a big, huge MEH.

<strong>MAST</strong>

<strong>Cleartrip - #MeantForMore</strong>

<iframe title="Cleartrip International Flights | #MeantForMore" src="https://www.youtube.com/embed/Cx63ypMxTmU" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Online travel aggregator Cleartrip’s latest ad film is high on reliability. Stand-up comedian, Biswa, narrates the brand’s insight which is, passports are meant for more than just being an identification proof document, in a cheeky way. Biswa is seen submitting his passport as identification proof for a home loan to a bank officer. The passport then personifies itself and calls out that its job is to travel and not be an ID proof. It talks about the dreams that it has, from adding autographs of immigration officers to scuba diving in the Maldives. Cute writing. The passport demands respect and recognition of its purpose, that is to explore the world. And then we get the sell - Cleartrip’s offers for international flights. The brand hits the spot by converting a sharp insight into smart advertising with a layer of humour.

<strong>MEH</strong>

<strong>Swiggy - Big Birthday Bash</strong>

<strong>Agency – In House</strong>

<iframe title="Swiggy Instamart - Our birthday. Your surprise!" src="https://www.youtube.com/embed/ISAu342jRGY" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<iframe title="Swiggy's Big Birthday Bash is here!" src="https://www.youtube.com/embed/8gtd5TDOoAw" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<iframe title="Swiggy's Big Birthday Bash is here!" src="https://www.youtube.com/embed/0hdHC8eL9TE" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

This is the third Khali ad that we are calling out in the last two months. Before you send us angry emojis, hear us out. Everyone enjoys a bite of Swiggy’s topical advertising. However, this one was bland. The food delivery platform collaborated with World Wrestling Entertainment (WWE) star The Great Khali to celebrate their respective birthdays. The Great Khali and Swiggy will be turning 50 and eight, respectively, this year. Is that insightful enough to drive a big campaign? We aren’t sure. Talking about the ads in the campaign, it lacks that “Swiggyness” we’ve come to expect from the brand. It’s forcefully quirky. Also, this might be a good time to find more creative ways to deploy the Great Khali in advertising.

<strong>MAST</strong>

<strong>Shopsy - Aaj Shopsy Kiya Kya? Har Din Aisa Sale Jaisa</strong>

<strong>Agency: Tilt Brand Solutions</strong>

<iframe title="Aaj Shopsy Kiya Kya? Har Din Aisa Sale Jaisa | Sara Ali Khan" src="https://www.youtube.com/embed/hv2nzg_l0pA" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

This commercial is in some ways the holy grail of advertising - relatable, informative and entertaining. It is a known fact that most wait for the sale season to drop so they can splurge. Shopsy’s ‘Aaj Shopsy Kiya Kya? Har Din Aisa Sale Jaisa’ captures that sentiment in an entertaining manner. The brand got the casting spot on, with the three characters in the film portrayed by talented actors. This spot is an early antidote to what we expect will be a season of ads that read and feel like a dull catalog of offers.

<strong>MEH</strong>

<strong>JSW Paints - Think Beautiful</strong>

<strong>Agency: TBWA India</strong>

<iframe title="JSW Paints - Independence day | Think Beautiful Film" src="https://www.youtube.com/embed/NLKaEo1O9RE" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

If people have watched the critically acclaimed movie Lage Raho Munna Bhai, they will be able to relate it with JSW Paints’ ‘Think Beautiful’ commercial. A paan chewing biker repeatedly spits on a wall where it's clearly mentioned that one should not spit. A paint shop owner quietly goes about painting over the paan stains. This quiet act of resistance has no effect on the actions of the person spitting. The paint shop owner paints the colors of the Indian flag on the wall. This stops the man in his tracks as he’s just about to smear the wall with paan juice again.

The ad garnered lots of attention in a sea of I-day ads. Most were positive and some were critical of the theme. The big question was around the moral of the story in the ad. Do we need to paint symbols all over the country for Indians to develop a civic sense?

<strong>MAST</strong>

<strong>ResMed - Awaken Your Best Film | Baba Sehgal x ResMed India</strong>

<strong>Agency: Bang In The Middle</strong>

<iframe title="Awaken Your Best Film | Baba Sehgal x ResMed India" src="https://www.youtube.com/embed/DLyzgN_IKEQ" width="885" height="498" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Are musical ads back? Porter's delivery song and dance from last week, and ResMed's sleep song by India's OG rapper Baba Sehgal, makes us believe they are. This is such a smart use of a celebrity in an ad. The song has ear-worm-like qualities, the writing is top notch and every scene has something interesting going on, like the guy asleep at the coffee machine of all places. You certainly won’t snooze or skip this one.

<strong>MEH</strong>

<strong>HDFC Bank - Vigil Aunty</strong>

<strong>Agency: Kinnect</strong>

<iframe width="853" height="480" src="https://www.youtube.com/embed/MFkGKrECcvE" title="Origin Story of Vigil Aunty | HDFC Bank" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

In a bizarre twist, this big HDFC Bank campaign that talks about fraud detection and prevention is being accused of plagiarism. It's accused of lifting ‘Vigil Aunty’ from author and artist Appupen's character that was created in 2016 for the Indie satire comic called Halahala. But, keeping that aside for the sake of this review, the campaign is still not hitting the right chords for us. While the story of Vigil Aunty’s origin has a good flow and is fun to watch, what’s missing, especially in this film, is an explanation of her existence. Is this an attempt to make a public service campaign or does this open a window to a larger brand purpose? We are still scratching our heads. What is also off the mark is how the narrative is weaved around stereotypes. The usage of veshti and vibuthi because the character from a Southern town made us facepalm. 

<strong>Watched a Mast or Meh ad recently? Tell us about it.</strong>

<strong>Share your picks and reviews with us at <a href="mailto:Storyboard18@nw18.com">Storyboard18@nw18.com</a> and, if we think your review is Mast, we'll publish it.</strong>

Mast & Meh: Swiggy, Shopsy, JSW Paints, Vadilal, Cleartrip, ResMed, Paytm, Country Delight

<strong>MAST</strong> 

<strong>Britannia Good Day -  #ItsAGoodDay</strong>

<strong>Agency: McCann Worldgroup</strong> 

<iframe width="560" height="315" src="https://www.youtube.com/embed/rj3jur7T_vM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The entire series of ads is delightful and shows us that simplicity in storytelling sure goes a long way. A tight script that goes to the heart of the brand’s positioning and puts a smile on your face. What more can one ask for? Don’t miss these TikTok-size ads. Yes, these films are no more than 15-seconds long, perfect for an attention-deficit age of viewers hungry for video content. See more here.

<iframe width="560" height="315" src="https://www.youtube.com/embed/SSErvfYDZ_k" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/O8gJErNLsms" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<strong>MAST</strong> 

<strong>Spotify India - Feels Like A Party</strong>

<strong>Agency: Leo Burnett India</strong> 

<iframe width="560" height="315" src="https://www.youtube.com/embed/L9kNEs2Qd0s" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Music is powerful and that's what Spotify is singing to its listeners through its new ad campaign. This spot in particular is on point. Two women are conscious of the fact that they know no one at a party. Seconds later they break into a dance because nobody at the party knows them. The song is the right fit for the mood. However, here's the MEH part. While the Hindi film hit the right notes, the regional films felt like a Google Translate of the script. Not just that, an app claiming that it has over 8 crore plus songs, could have picked the right regional songs to sync with. It's time to reshuffle the regional playlist. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/Dzugmzjujjg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/0buOF3IGL6M" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<strong>MEH</strong>

<strong>Tata Play - Hindi Super Value Pack</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/DpR1S7jpF2M" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

It is odd to see real-life couple Saif Ali Khan and Kareena Kapoor Khan play what we think is two much-younger people in a karate class. Khan is seen sporting glasses which makes Kapoor wonder how he can afford them. Khan says that he saved some money that his “mummy” gave him to recharge the Tata Play pack, which now has “sasta' packages”. It’s a short film and that’s the only thing we’re glad for.

<strong>MAST</strong>

<strong>ITC - #AzadikaAmritMahotsav</strong>

<strong>Agency: Ogilvy India</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/Rsi078FIRko" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

As India celebrated its 75th year of Independence, ITC Ltd’s campaign paid a tribute to heroes of the country's freedom struggle. The spot opens with shots of young children dressed in the avatar of icons such as Bhagat Singh, Rani Laxmibai, Ashfaqulla Khan, Chandra Shekhar Azad, Lala Lajpat Rai and Subhash Chandra Rai. The powerful juxtaposition of the freedom struggle’s heroes and the next generation of flag bearers who will take the country's independence to the next level is beautifully brought alive through an impactful background narration. The campaign fills you with a warm feeling of patriotism, hope and motivation to honour the sacrifices made by our forefathers and build on it to make our country proud. 

<strong>MEH</strong>

<strong>Maruti - The Grand Vitara</strong> 

<strong>Agency: Hakuhodo Percept</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/b1RtOtW9qQQ" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

It’s 2022 and companies are still making ads featuring women as props to sell cars. In this ad we see a young, attractive woman who is not at the wheel but is seen admiring the car. She ends up adding no value to the product proposition and becomes just a pretty young thing in an auto ad. We thought we were way past the era when auto brands used women as showpieces to make the car look better. Perhaps what the brand and agency need is not a car but a time machine to transport them back to the present. 

<strong>MAST</strong> 

<strong>BL Agro Bail Kolhu - Pyaar Ki Bharni</strong>

<strong>Agency: Leads Brand Connect</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/PLw-yrpjZ2w" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Bail Kolhu’s latest ad ‘Pyaar Ki Bharni’ tugs at our heartstrings. It’s a sweet story of a brother’s love for his sister and the bond of siblings. The makers got the casting spot on. Good for them because at almost 3-minutes long and with a script with no dramatic twists or great writing, they could have easily lost us at the one-minute mark.

<strong>MEH</strong>

<strong>4700BC - Mr. BC’s Gatecrashing Chronicles</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/V4MB9VwC24U" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

It’s hard to tell what this film is and where it’s headed. So, dear reader, tell us what you think of it. All we can say is we hope the popcorn is better than this video. Because we will need several tubs to ease the boredom. 

<strong>MAST</strong> 

<strong>Porter - Delivery Hai? Ho Jayega</strong>

<strong>Agency: 22feet Tribal Worldwide</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/E4JRgKxsrW0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

There’s a fine line of distinction between what qualifies as a music video and what qualifies as an advertisement. Porter has managed to seamlessly marry the two to create one spectacular musical ad. A catchy tune, great lyrics and brilliant visuals aren’t even close to what makes this such a clever advertisement. Typically, in such cases, the essence of the ad tends to get lost amongst all the hype and hoopla. However, that’s not the case with this ad. The takeaway from the ad is the fact that Porter has a vast range of delivery services and has the capability to provide them efficiently. Be it something as small as a teddy bear or a large consignment of antiques, as long as it’s a delivery that needs to be made, Porter will handle it for you. The ad manages to hold your attention throughout and trust us when we say this is one ad you will choose not to skip. Porter has really managed to knock it out of the park with its first ad campaign. All in all, a fun and delightful advertisement. 

<strong>MAST</strong>

<strong>Asian Paints - Ek hazaaron mein, tera kona hai</strong> 

<strong>Agency: Ogilvy</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/PshzE1--SnY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

There’s no dearth of Rakshabandhan ads and most barely register in a sea of sameness. While this spot is not a real departure from the usual themes, it stuck with us because it kept it simple and relatable. ‘Your #FirstRoommates will always be special’. And for many people who have siblings that roommate is your brother or sister. The ad captures the little things about the love-hate relationship between a sister and her younger brother. A sweet spot, with one fault. An oddly placed product shot in one scene left us on the verge of giving this spot a MEH. 

<strong>MEH</strong>

<strong>Hero Motocorp - Khud Ki Sun Le - Hero Destini</strong>

<strong>Agency: Publicis Media</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/WM-SdMysvmw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This week, we saw two musical ads. One delivered (no word play intended) and the other failed to deliver just the basic requirements of an ad - to inform the viewer about whatever it is you want to say about the actual product that will prompt an individual to buy it. Siddhant Chaturvedi doesn’t bring anything except his rising-star profile to the commercial which uses some kind of rap to make a point about 'Khud Ki Sun Le!'. Sometimes we must listen to good sense instead. 

<strong>MAST</strong>

<strong>Kotak Mahindra - Its grt 2b 75</strong>

<strong>Agency: Cartwheel Creative Consultancy</strong>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">We at Kotak are proud to serve thousands of Indians born on Aug 15, 1947. And millions who followed, from every corner of India. <a href="https://twitter.com/hashtag/KonaKonaKotak?src=hash&amp;ref_src=twsrc%5Etfw">#KonaKonaKotak</a><br>Celebrating 75 years of Independence.<a href="https://twitter.com/hashtag/IndiaAt75?src=hash&amp;ref_src=twsrc%5Etfw">#IndiaAt75</a> <a href="https://twitter.com/hashtag/IndependenceDay2022?src=hash&amp;ref_src=twsrc%5Etfw">#IndependenceDay2022</a> <a href="https://twitter.com/hashtag/India?src=hash&amp;ref_src=twsrc%5Etfw">#India</a> <a href="https://twitter.com/hashtag/IndependenceDayIndia?src=hash&amp;ref_src=twsrc%5Etfw">#IndependenceDayIndia</a> <a href="https://twitter.com/hashtag/AzadiKaAmritMahotsav?src=hash&amp;ref_src=twsrc%5Etfw">#AzadiKaAmritMahotsav</a> <a href="https://twitter.com/hashtag/AmritMahotsav?src=hash&amp;ref_src=twsrc%5Etfw">#AmritMahotsav</a> <a href="https://t.co/TYbRZPCHXo">pic.twitter.com/TYbRZPCHXo</a></p>&mdash; Kotak Mahindra Group (@KotakKatha) <a href="https://twitter.com/KotakKatha/status/1559027189269807105?ref_src=twsrc%5Etfw">August 15, 2022</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Swept up in the emotions surrounding Independence Day, it’s easy to find yourself watching and liking ads that on any other day you would have skipped. There are plenty of those doing the rounds this I-Day week and they all look and feel the same. Still they manage to stir something in you since everyone’s feeling particularly patriotic on the day. But this campaign from Kotak Mahindra stood out for us. The brand and agency went on quite a hunt. The goal was to find people born on 15th of August 1947. That was intriguing enough for us. But what the creators have given us is a lovely understated campaign that features real stories of regular people born at the dawn of a free India. Now that is remarkable. 



Mast & Meh: Kotak Mahindra, Spotify, ITC, Britannia, Maruti, Porter, Hero and more

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<strong>MAST </strong>

McDonald’s - Meals Make Families, Dadaji's Special Message

Agency - DDB Mudra 

<iframe width="853" height="480" src="https://www.youtube.com/embed/JH3S38PAZQU" title="Meals Make Families | McDonald's India | Dadaji's Special Message" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Brands typically shy away from any reference to death in advertising (unless it's for insurance or road safety.) It’s even more rare to see a family brand like McDonald’s make a reference to death in one of its commercials. But that’s exactly what this film does in a beautiful, whimsical and touching way. The focal point is a conversation between a grandmother and her grandson who wonders whether dadaji can get burgers in heaven. This spot is all things warm and wholesome. A classic ad that doesn’t lose sight of the brand and what it means to people, using simple but evocative storytelling to drive home the message - Meals make families. It is bound to put a smile on your face and burger in your hands.  

<strong>MEH</strong>

Sleepyhead - Fabulous Living

Agency: Leo Burnett

<iframe width="853" height="480" src="https://www.youtube.com/embed/gKtu_fLwC-s" title="Fabulous Living with Sleepyhead BodyIQ Tech Mattress | Ranveer Singh" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

We’re not sure what actor Ranveer Singh adds to this ad apart from his celebrity quotient. Instead of dialing up the iconic Bollywood star’s quirky and OTT character, this spot dials it down in every aspect except his attire. Sporting a bright yellow jacket and big diamond studs in his ears, Singh lulls the couple in the ad, and viewers watching it, into deep sleep as he rattles off the product’s features in a whisper. They were onto something here and we can’t help but wonder what held the creative back. 

<strong>MAST</strong> 

Man Matters - Keshastra 

Agency - Spring Marketing Capital

<iframe width="853" height="480" src="https://www.youtube.com/embed/tMMaMxk5Rv8" title="LEAKED! Watch Keshastra Spoof Trailer NOW" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Everyone loves a good spoof. They’re fun, entertaining, comical and bizarre all at the same time. Recently, Man Matters had the audacity to create a spoof on what is the most popular movie trailer in India today, Brahmastra. In Man Matters’ spoof trailer titled ‘Keshastra’, we see the lead ‘Keshav’ whose ancestry involves a long list of bald men, struggling to maintain a head full of hair. He decides to take it upon himself to prevent the evil forces of ‘stress’, ‘poor diet’ and ‘dandruff’ from taking over the world and causing all men to go bald. In his quest, he comes across a wise man who bestows upon him the ultimate weapon required to win this battle, The ‘Keshastra.’  We see the triumph of good over evil as Keshav defeats the evil forces in an all out smackdown. Man Matters very cleverly incorporated that they provide products catered to the needs of each individual consumer after doing a thorough case study. The spoof managed to tick all the right boxes. It was entertaining, catchy, hilarious and overly exaggerated. All in all, a cool and contextual way of marketing their services. 

<strong>MAST</strong>

Cadbury Bournvita - The Boy Who Failed

Agency: Ogilvy 

<iframe width="853" height="480" src="https://www.youtube.com/embed/oyZSWnZXENs" title="THE BOY WHO FAILED - a short film by Bournvita" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

It’s easy to forget one is watching a brand film when the words and the images consume your thoughts. The only time you realise the video is essentially an almost 4-minute long ad is when we see the ‘boy who failed’ sipping hot chocolate milk from a cup that says Bournvita. There’s no preaching or moral lesson about failure and learning shoved down the viewer’s throat. Just evocative writing and storytelling. Watch and listen to the words as a mother teaches her children a life lesson. This is a masterclass in long-form advertising.  

<strong>MEH </strong>

CountryDelight - Milk mein Chemical Locha is a No-No

<iframe width="853" height="480" src="https://www.youtube.com/embed/WLfr0yhsDqc" title="Doodh mein Chemical Locha?!" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This ad by CountryDelight highlights an important issue. It is very possible that the milk we consume in our homes could be adulterated and can contain chemicals. Country Delight ensures its customers that the milk they deliver to homes comes directly from farms after completing more than 26 purity tests. 

In the ad we see multiple day-to-day scenarios where the milk contains chemicals. However, the ad itself is very basic and the background score was very irritating to hear. Moreover, it felt very open ended, lacking closure. On the plus side, it does manage to garner attention towards the brand and in turn consider it as a visible option for bringing fresh milk to our homes. 

<strong>MAST</strong>

Work: Chess Olympiad 2022 - ‘Chaturangam: A dance depiction’ by Pudukkottai district administration

<iframe width="853" height="480" src="https://www.youtube.com/embed/QJXTzQPEoKE" title="CHATURANGAM -A DANCE DEPICTION" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

While it doesn't strictly qualify as an ad, we can’t help but make a special mention. ‘Chaturangam: A dance depiction’ is an mesmerizing almost 4-minute long video released by the Pudukkottai district administration to promote Chess Olympiad 2022. It is a crossover between the game of chess and Tamil Nadu’s classical folk and martial art forms. Conceptualised and choreographed by Pudukkottai collector Kavitha Ramu, it is a stunning example of celebrating India’s deep and rich cultural heritage in a contemporary context. 

<strong>MEH</strong>

Asian Paints - Waterproofing Ka Champion

Agency: Ogilvy

<iframe width="853" height="480" src="https://www.youtube.com/embed/N-CkQrEPO2g" title="Asian Paints SmartCare Hydroloc | Waterproofing Ka Champion" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Asian Paints managed an excellent pairing when it got PV Sindhu and Ranbir Kapoor together, sharing screen space for a campaign that promotes a new waterproofing paint product. Alas, it fell a bit flat in our view. With two champions of their respective fields in one frame, the possibilities seemed endless. Instead what we got was a tepid attempt at humour and a strained connection with the word champion. This one’s a hit and miss. 

<strong>Watched a Mast or Meh ad recently? Tell us about it. 
Share your picks and reviews with us at <a href="mailto:Storyboard18@nw18.com">Storyboard18@nw18.com</a><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span> and, if we think your review is Mast, we'll publish it.</strong>

Mast & Meh: Bournvita, McDonald’s, Asian Paints, Sleepyhead, Man Matters, Chess & Country Delight

<strong><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span>MAST
Tata Steel - Raahi
Agency: Wunderman Thompson</strong>

Mast &amp; Meh logoThemes of diversity and inclusion are always welcome in advertising campaigns when it’s purposeful and not just tokenism. This film shows the story of a transgender woman and her success in corporate life. Simple and realistic storytelling is the essence of this new campaign and sits very well with the overall agenda of ‘#KholoMannKeDwaar. This is one of the many initiatives taken up by the brand to meet its target of creating a 25 percent diverse workforce by 2025.

<iframe title="Curating an inclusive workplace - Tata Steel's Raahi" src="https://www.youtube.com/embed/AugDZujrRSo" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>


<strong>MAST
Mankind - #SearchNahiResearchKiSuno with AcneStar
Agency: SG Dream Media Ventures</strong>

It’s a relief to see that a pimple is not the cause of a woman losing a job, a man and her self-confidence, and a face wash is not the reason she gets it all back. This brand takes a step in the right direction with the spotlight put on the product when it says trust research, not search. We liked the realistic portrayal of the quest to nuke pimples - from drinking bitter, green smoothies to putting the “entire fruit chart on your face”. And the pimple does not stop the young woman from going about her everyday business like taking public transport or working without covering her face in embarrassment.

<iframe title="Pimple problem? #SearchNahiResearchKiSuno with AcneStar" src="https://www.youtube.com/embed/mLt5QgUsYRc" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>


<strong>MAST
Dezerv - ‘youdezervbetter’
Agency: Dezerv and Light@27</strong>

In this spot we see a news anchor named Shireen Sharma interviewing an influencer whose financial tips resulted in "an entire generation losing its life savings". With the rise of ‘finfluencers’ in the BFSI category, it was only a matter of time before the bubble burst. Recently, the indiscriminate promotion of crypto products and services by influencers has revealed the dangers of influencer marketing and its impact on consumers. Dezerv, however, takes an exaggerated and humorous approach to fire a serious shot at this cult of influencers while pitching itself as a superior and trustworthy wealth management brand.

<iframe title="World record set for investment research | dezerv." src="https://www.youtube.com/embed/8wa7Z6C1qac" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>


<strong>MEH
Nivea - #BindaasTryKar
Agency: Publicis One Touch</strong>

The film features Nivea’s brand ambassador, actor Taapsee Pannu, who is seen painting a wall. As her friend hesitates to paint freely due to her rough and patchy underarms, Pannu advises her to ‘bindaas’ roll. We’ll skip the problem of the double entendre in that line and go straight to the real issue. When will we go past the narrative of patchy underarms, pimply skin, skin color, pores, body hair, etc, being the sole reason for a woman’s inability to do things like painting a wall or landing a job. Sure, many women would prefer smooth underarms, but rough ones aren’t stopping her from painting the town red.

<iframe title="NIVEA Pearl &amp; Beauty Deo Roll On | #BindaasTryKar | Hinglish" src="https://www.youtube.com/embed/MkbjU9veIFE" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>


<strong>MAST
Thums Up - #HarHaathToofan
Agency: Ogilvy India</strong>

Thums Up's new campaign commemorating 75 years of India’s independence presents an ode to inspirational people who’ve helped build India. The spot features inspirational stories of athletes like Sourav Ganguly, Avani Lekhara, first Indian woman to win a gold medal at the Paralympics, and Nikhat Zareen, Indian Boxer and IBA Women’s World Boxing 2022 gold medalist. What stands out, though, is the captivating animation and creative visualization complimented with a compelling background score and poetry that evokes deep patriotism.

<iframe title="75 years of India’s Independence | Har Haath Toofan" src="https://www.youtube.com/embed/32w8igx8zB4" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>


<strong>MEH
Cadbury Dairy Milk - #ConnectedRakhi
Agency: Ogilvy India</strong>

We always appreciate when creativity marries tech to create something truly breakthrough in advertising. We’ve seen Indian agencies set new benchmarks by deploying technology creatively in the work. And Cadbury has been leading that charge along with a few other brands. But its new initiative falters. The brand has its heart in the right place when it comes to the insight of helping brothers spend more quality time with sisters this Rakhi. However, leveraging bluetooth enabled #ConnectedRakhi which needs to be connected with an app with a sign-up for it to work seems tedious. Cadbury says that sisters can upload a voice clip of their brother's promise on the app. The sister ties the connected rakhi on the brother’s arm, while it is paired with her phone. If the brother moves away from her or tries to leave, her phone plays the brother’s audio recording where he promised to spend the day with her. Too complex for its own good. This isn't a case of creativity marrying tech, it’s a case
of technology demolishing creativity.

<iframe title="Cadbury Celebration | #ConnectedRakhi" src="https://www.youtube.com/embed/b_f1Y-s1ZY0" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>


<strong>MAST
WhatsApp - Scam Se Bacho
Agency: BBDO India</strong>

WhatsApp in its biggest market is pinging in lyrical advertising messages. In a music video, the instant messaging app, narrates real-life situations in which we see how individuals are prone to scams. The film further highlights the message of staying safe and exercising caution while making digital payments. The brand’s take on the classic Hindi song ‘Aye Bhai, Zara Dekh Ke Chalo’ from Mera Naam Joker adds the right mix of nostalgia and relatability that cuts across generations. This spot is worthy of a WhatsApp forward at the very least.

<iframe title="Stay safe with payments on WhatsApp." src="https://www.youtube.com/embed/LyjKgriPOkU" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span>

Mast & Meh: Cadbury’s lost connection; Thumbs up for WhatsApp, Dezerv & Thums Up

<strong>MAST
Naukri - #MyKindaNaukri
Agency – In house</strong>

<iframe title="Flopchain | #MyKindaNaukri" src="https://www.youtube.com/embed/Q80lJqv0zX0" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

A lot has changed when it comes to the way we work in the post-pandemic world, and Naukri.com’s new campaign reflects the new reality. From flexi work hours and remote work options to opting for a company that allows Mast &amp; Meh logoone to use future technologies, the campaign features all possible scenarios that go through a job seeker’s mind currently. This spot gets into technologies like blockchain, which the myopic manager in the film calls “flopchain”. The campaign scores high on relatability.

<strong>MEH
Duroflex - Asli Neend
Agency – Tilt Brand Solutions</strong>

<iframe title="Asli Neend with Duroflex | Ft. Alia Bhatt" src="https://www.youtube.com/embed/wtCP_zNDaXU" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

If the mattress won’t help you sleep, then this ad might. Alia Bhatt delivers her lines suitably well in this spot that uses the formulaic celebrity advertising codes where it hardly holds the attention of the viewer and belts out product details. At one point, it almost seems like Bhatt is reading from a catalog. Yawn inducing. Perhaps the client and agency could get more creative after a little asli neend.

<strong>MAST
Parle Products
Agency: Thought Blurb Communications
Bungalow Friends:</strong>

<iframe title="Parle Marie Bengali | Bungalow Friends" src="https://www.youtube.com/embed/FkMZw3Ayt-A" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Brigade Ground Moms:

<iframe title="Parle Marie Bengali | Brigade Ground Moms" src="https://www.youtube.com/embed/mUg6YY5IBCQ" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

These spots are as comforting as a cup of hot tea and as crisp as a biscuit. A lot happens over tea and Marie biscuit in Bengal. ‘Cha-adda’ (chat over tea) is almost a tradition in the state. These new TVCs from Parle Marie for the Bengali market address this tradition of adda. Full marks for telling a story and not bombarding the viewer with product shots.

<strong>MEH
Licious - Ready-to-Cook Biryani
Agency: In-house</strong>

<iframe title="Enjoy meatier Mutton Biryani at home! | Licious Ready-to-Cook Biryani" src="https://www.youtube.com/embed/Xrr5ifU2R34" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

All good things take time. Creativity is not an instant mix. Making biryani like instant noodles with ready mixes is a dream come true for some biryani eaters but with such an innovative product, Licious has hardly used any creativity to put together a story. Three people find the biryani they ordered has mainly rice and very little meat. Cut to close up of Licious’ ready-to-cook biryani mix. Let’s hope the biryani doesn’t taste as bland as the ad.

<strong>MAST
Ferns N Petals - Sneh Rakhi
Agency: MediaMonks India</strong>

<iframe title="FNP Sneh Rakhi Ad Film 2022 featuring Adah Sharma" src="https://www.youtube.com/embed/DJ-8pcyW_Cw" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Ferns N Petals’ new ad might get a tear out of you with its touching storyline. Featuring actor Adah Sharma, it shows the young woman scrolling through the site when she is interrupted by her colleague. Sharma explains that she is looking for a special rakhi gift for her ‘super special brother’. In the next scene we find out who he is. The ad doesn’t forcefully tug at your heartstrings and that’s why it gets a thumbs up from us.

<strong>MEH
Himalaya Purifying Neem Face Wash - For Pimples, Trust Science
Agency: 82.5 Communications</strong>

<iframe title="For Pimples, Trust Science – Himalaya Purifying Neem Face Wash (Hindi)" src="https://www.youtube.com/embed/10IOcdRW2mA" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

The eternal battle between regular soap and face wash. Who is the better pimple annihilator? Perhaps there’s too much science and too little creativity at play here. We get it. There’s a short window to tell the viewer about all the product benefits in a comprehensible way. This ad does a fine job of that. But that’s it. The pimple won’t disappear overnight but this spot will go by in a flash into a sea of sameness.

<strong>MAST
Redmi - Duniya Chamkegi
Production House - Momo Media</strong>

<iframe title="Redmi Note 11 Pro+ 5G - Duniya Chamkegi" src="https://www.youtube.com/embed/cGC6i7odCRk" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

It’s refreshing to see a smartphone ad one might actually remember. Taking inspiration from detergent powder brand Tide’s safedi swipe, Redmi takes a fun approach to showing viewers its bright and sharp camera functionality. It creates instant connection and is simple and sharp.

<strong>MEH
Redcliffe Labs</strong>

<iframe title="Meet the new Superwoman in town - Sudha, who gets her Full Body Checkup Regularly | Redcliffe Labs" src="https://www.youtube.com/embed/NX6voPldn3o" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

People who gossip are everywhere - in parks, WhatsApp groups and even ads. This ad features women who live in the same neighborhood gossiping about their neighbour Sudha, a super-energetic, fun-loving, fit and versatile woman who never seems to tire. We find out at the end that the secret to her happiness is regular check-ups. The creators were onto something interesting here but didn't quite land it well.

Mast & Meh: Parle serves a crisp ad, a Licious biryani spot flops; plus Naukri, Duroflex, Redmi ads review

<strong>MAST
TTK Love Depot - #PleasureIsAllYours
Agency: The Glitch</strong>

NSFW. But this ad hits the right spot, in a manner of Mast &amp; Meh logospeaking, with its well-crafted messaging that doesn’t sideline products and benefits while spotlighting an inclusive narrative around love, sex and pleasure. An ad for a brand of sexual wellness and pleasure products which is not sleazy and/or cringe-inducing? We can hardly believe it.

<strong>MEH
Urban Company - Introducing Roll-on Waxing
Agency: Taproot Dentsu</strong>

Actor Yami Gautam and her friend are in a conversation where the latter highlights the rashes she developed after using ordinary wax. Gautam points out the presence of colophony that leads to rashes on skin, and the focus immediately shifts to Urban Company’s roll-on wax which is 100% colophony free and has unique temperature control. Too clinical, in our view. And just a little less painful to watch than a wax job.

<iframe title="Urban Company | Introducing Roll-on Waxing ft. Yami Gautam| Salon at Home" src="https://www.youtube.com/embed/UwI71cKFR6g" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MAST
Solana Ventures | Solana Global Hackathon
Agency: SuperteamDAO (Devaiah Bopanna, Tanmay Bhatt, Anirudh More and Puneet Chadha)</strong>

Just 90 seconds of iconic actor and OG comedian Johnny Lever delivering the same line in different characters and moods - angry dad, drunk uncle, news debate panelist, classical singer, etc. The creative folks behind this film have mastered the use of nostalgia in advertising by deploying eighties’ and nineties’ celebrities in commercials. From a broader advertising lens, it seems formulaic. But you can’t disregard the entertainment value. Besides, this is not too shabby for a first, very desi, mainstream ad for a global hackathon.
<blockquote class="twitter-tweet">
<p dir="ltr" lang="en"><a href="https://twitter.com/hashtag/AdSafari?src=hash&amp;ref_src=twsrc%5Etfw">#AdSafari</a> | Indian actor and comedian Johnny Lever lends his acting chops to <a href="https://twitter.com/solana?ref_src=twsrc%5Etfw">@solana</a>. Check it. ??</p>
Storyboard18 Ad Safari <a href="https://twitter.com/moneycontrolcom?ref_src=twsrc%5Etfw">@moneycontrolcom</a><a href="https://twitter.com/hashtag/Solana?src=hash&amp;ref_src=twsrc%5Etfw">#Solana</a> | <a href="https://twitter.com/SuperteamDAO?ref_src=twsrc%5Etfw">@SuperteamDAO</a> <a href="https://twitter.com/devaiahPB?ref_src=twsrc%5Etfw">@devaiahPB</a> <a href="https://twitter.com/thetanmay?ref_src=twsrc%5Etfw">@thetanmay</a> <a href="https://t.co/XvvXPjKPeC">pic.twitter.com/XvvXPjKPeC</a>

— Storyboard18 (@BrandStoryboard) <a href="https://twitter.com/BrandStoryboard/status/1547110706004520960?ref_src=twsrc%5Etfw">July 13, 2022</a></blockquote>
<script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<strong>MEH
Volkswagen Virtus - Hello Goosebumps
Agency: DDB Mudra Group</strong>

A husband just returning home sees his car in the driveway. He excitedly drops his bags and skips the family reunion to take the car for a wild spin, only to return to a wife directing disapproving glances at him. Volkswagen is a brand with a rich heritage of great advertising - from the iconic Think Small for Beetle to the award-winning The Force (Passat) commercial and talking newspaper ad (made in and for India). The latest crop of commercials pale in comparison if you have any knowledge of the brand’s body of work. But most viewers don't, we assume. And in that case this ad does a good job of driving home the point about what the experience of driving a German-engineered car feels like. Goosebumps inducing. But can we say the same about the ad?

<iframe title="New Volkswagen Virtus" src="https://www.youtube.com/embed/q_S9BMvfHAc" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MAST
Tata Starbucks - #ItStartsWithYourName
Agency: Edelman Asia Pacific and India</strong>

A good cup of coffee is often like a warm hug and this new 360-degree campaign from Starbucks tries to capture that exact sentiment. One of the two characters in the ad film is homesick and misses her mom. This is when she walks into a Starbucks and to cheer her up her colleague gets her nickname written on her coffee cup. A sweet story summing up the narrative of inclusivity and warmth the coffee chain is trying to set for every new customer that walks into the shop. It also spotlights the most distinctive feature of a typical Starbucks experience - your name on a cup.

<iframe title="Starbucks | #ItStartsWithYourName" src="https://www.youtube.com/embed/bTTj5Jj3Ok0" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
Godrej No. 1 Soap - Tum hi ho No1
Agency: Creativeland Asia</strong>

We thought we had moved on from an age where soaps and fairness creams are the secret of a woman’s success. This film for sandal and turmeric soap shows a husband (played by popular TV actor Shaheer Nawaz Sheikh) mesmerized by his wife’s beauty while she’s at work baking cakes in her shop. In this case the man is not just stunned by the beauty but also the fact that the soap made his wife beautiful and apparently No1 in everything she does. This kind of plot might seem out of place today but clearly it was considered relevant and good enough to sign off on.

<iframe title="Get Prakritik Nikhaar with Godrej No. 1 Soap | Tum hi ho No1 | Shaheer Sheikh" src="https://www.youtube.com/embed/O5zkIxeXT3Q" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MAST
Pepsi Black - Max Taste Zero Sugar
Agency: Pack Films Pvt. Ltd</strong>

Recreating a classic film is always risky business. But this ad does a fine job of remixing the old. Actress Jacqueline Fernandez helps recreate Pepsi’s iconic 1992 spot starring supermodel Cindy Crawford. In the 2022 version, the woman rides up to a petrol station on a bike, instead of a sports car. And the transfixed onlookers aren’t kids but young men in the newer spot. The film is, of course, packed with old ad tropes - sweltering weather, a parched super-attractive female protagonist and the cola that quenches her thirst. We can’t help but wonder how many younger viewers are aware of the Crawford connection. And without that context how many would think the 2022 ad objectifies women? Drink for thought.

<iframe title="Pepsi Black - Max Taste Zero Sugar" src="https://www.youtube.com/embed/oan-LH2NKFM" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>MEH
Go Mechanic - ‘Shaant Sharman Shaant’
Agency - In house</strong>

Automotive service and maintenance platform GoMechanic's new ad featuring actor Sharman Joshi begins with Joshi’s car getting rear-ended and the actor stepping out of the vehicle looking furious. At this point one would expect a possible argument but as bizarre as it may sound Joshi ends up asking the driver to dance and relax because apparently accidents keep happening. We get the importance of creating intrigue to hold consumer attention but this one seems forced.

<iframe title="Why Is Sharman Joshi Angry? ? #ShaantSharmanShaant @GoMechanic" src="https://www.youtube.com/embed/klNxULjP2zE" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<strong>UGH
Fire-Boltt - “India’s #1 Wearable Watch Brand” on Virat Kohli’s wrist</strong>

Here’s the thing. Mistakes in ads are more common than one would imagine. Helen of Troy had the face that launched a thousand ships. But Helen has nothing on a misplaced punctuation mark in a copy that has sunk a thousand ads. A catastrophic spelling error. A bad photoshop job. Mistakes happen. Most go unnoticed because the ads are unremarkable. Some go viral because of the mistake and become remarkable. Fire-Boltt’s print ad falls in the second category. An #EpicFail.

Mistake #1: “India’s #1 Wearable Watch Brand”

<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:share:6953911700500660224" height="951" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>

Mistake #2: Wildly bizarre stats displayed on 'India’s #1 Wearable Watch Brand'.

<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:share:6953930010143379456" height="991" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>

These Linkedin users do a perfect job of explaining the many issues with this ad. Such a good job that boAt’s founder Aman Gupta liked the post, as another user pointed out in the comments section.

We heard the ad was made in-house. (Correct us if we’re wrong.) This is all the argument one needs, for now, to make the case for bringing on board advertising agencies. Experts make fewer foolish mistakes.

By the way, on the company’s website Fire-Boltt is ‘India’s No.1 Wearable Watch Brand’.

Also, it's only fair to point out that boAt, on its website, says it is 'India's No. 1 Wearable Watch Brand'.

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