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<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

In 2015, when Abhay Hanjura and Vivek Gupta got together to set up an online meat and seafood store, the duo made sure that they added a generous sprinkling of quirkiness every time they had something new to communicate to their consumers.

The brand, through a digital property called Facehunt, asked for testimonials and recipes from consumers. About 15-20 consumers were shortlisted through this initiative and their faces were sketched on the brand’s packaging. Since then consumers have been Licious’ brand ambassadors. The consumer images are refreshed on a regular basis.

Now, after being in the business for seven years, the direct-to-consumer (D2C) brand has decided to refresh itself including a new logo.

Talking exclusively to Storyboard18, Santosh Hegde, VP - brands, Licious, explains the new strategy behind the brand refresh. He says that Licious was started with the aim to organise the category. “As this (the category) is widening, our competition base is also expanding. Today, a quick commerce brand is also our competition because they stock up on meat, eggs, etc., too” he adds.

Hegde also states Licious is on a portfolio expansion spree. Today, the brand has also moved into the ready-to-eat and ready-to-cook categories. The brand wants to remain relevant to everyone, from the consumers who are coming on to the brand’s app for convenience and indulgence.

As part of the brand refresh, Licious has picked up two “super-users” Ayushi Guha and Siddhartha Sanjay, who will appear on the new packaging along with the new logo. Ninety percent of the company’s revenue comes from repeat consumers, says Hegde. Keeping that in mind and the brand’s original philosophy, Licious is continuing to make consumers an important marketing ingredient.
<strong>
Too early for a brand refresh?
</strong>

Hegde says the brand looked at a lot of empirical data that’s suggested that most loved brands have made some changes in their brand identity or refreshed themselves in the period of 6-8 years. He gave examples of consumer tech companies like Facebook and Google. “It’s never too late or never too early to undertake a refresh as long as the base logic to it is sound,” he adds.

He also agrees that consumers do remember some brand assets. For example logo patterns, colours and design. That’s why “consistency” is critical, he states.

In Licious’ case, the new packaging will have sketches of super-users indulging in the brand’s products and produce. The new logo has a combination of smoky grey, hearty red, and creamy white colours “to enliven the lusciousness that one associates with meat - the taste, texture, and aroma of the consumption experience,” adds Hegde.

The brand identity will also be reflected on the brand’s app, website, offline stores, packaging, communications, and all branded assets. Codesign is the agency behind the design refresh.
<strong>
Adding quirk to advertising
</strong>

Recently, the company released a full-page ad over the weekend in two editions of The Times of India. The ad, created by the company's in-house creative team, used playing card references to position the brand’s latest ready-to-cook product, burger patty - as superior to the offerings of popular global QSR companies. The brand took a dig at Burger King and McDonald’s.

Hegde tells Storyboard18, “The creative is just a manifestation of what every Licious user firmly believes in, which is we are known for our superior products. That’s why we are not afraid to take on whoever it takes. The confidence to make such a marketing move comes from there.”

The brand is also betting big on regionalisation of products and communication. Hegde hints there are a few marketing campaigns in the works. The company will also work closely with influencers to enhance the regional flavours of the brand's marketing strategies.

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