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Advertisements are a brand’s spotlight moment to win over audiences, but let’s face it—not every ad hits the mark! Some make us laugh, think, or remember them for ages, while others, well… we’d rather forget. That’s where Storyboard18’s weekly ad reviews come in! We sieve through the week’s ads to spotlight the absolute winners and the ones that missed the boat. With our honest, no-fluff take, you’ll get a clear and fun read on what’s really worth watching. So, dive into this week’s Mast & Meh to see which ads we gave a thumbs-up and which were just plain “meh!”

<strong>Mast</strong>

<strong>Brand</strong>: Nike

<strong>Agency</strong>: Wieden+Kennedy London

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Nike’s latest ad honouring Rafael Nadal’s legendary career is an emotional ace. As the tennis icon prepares to hang up his racket at the Davis Cup, Nike delivers a heartfelt tribute that’s as gripping as one of Nadal’s five-set thrillers. The film, narrated by Nike Co-founder Phil Knight, is a masterstroke of nostalgia and admiration. It opens with Nadal gently sweeping a clay court — a powerful nod to his “King of Clay” reign. This simple yet profound imagery recurs throughout the ad, interwoven with clips of his intense practice sessions and triumphant moments on the court. Nike’s tagline for the campaign, “Greatness. It only takes everything,” captures the essence of Nadal’s relentless drive and unparalleled career. The brand even updated their profile picture to his iconic logo, underscoring their decades-long partnership with the tennis legend, which began when he was just 13. This isn’t just an ad; it’s a love letter to one of tennis’s all-time greats. With every frame, Nike reminds us why Nadal’s story will echo far beyond the baseline. Bravo, Nike. Bravo, Rafa.

<strong>Meh</strong>

<strong>Brand</strong>: PeeSafe

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

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PeeSafe's World Toilet Day campaign, "Toilets: A Place for Peace," dives into the world of healthy toilet habits but takes a detour into gender stereotypes along the way. The video brings to life a slice of drama from a middle-class Indian household, where a fed-up wife lays down the law in a hilariously bold "life-changing" conversation with her husband. While the campaign playfully shines a spotlight on everyday frustrations we can all relate to, it tiptoes dangerously close to losing its sensitivity in the process. A solid effort, but it could've flushed out a little more balance!

<strong>Mast</strong>

<strong>Brand</strong>: Accel with Swiggy

<strong>Agency</strong>: Inhouse

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Swiggy’s latest brand film is a heart-warming celebration of the food delivery giant’s journey-from humble beginnings to IPO status. With a cheeky nod to its loyal fans, the film shifts the spotlight from “Celebrating with Swiggy” to “Celebrating Swiggy,” showcasing how the brand has been there through life’s big moments, from family milestones to those little joys we all crave. Accel, Swiggy’s early investor, proudly reflects on the brand’s impressive rise, from pioneering cloud kitchens to leading the charge in quick commerce with Instamart. It’s a fun, feel-good reminder of the many #SwiggyMoments that have become a part of our everyday lives. 

<strong>Meh</strong>

<strong>Brand</strong>: Pizza Hut

<strong>Agency</strong>: Defodio Digital

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Pizza Hut is back at it with a flashy new marketing move—a 3D anamorphic billboard showcasing their latest creation, the Momo Mia. Sounds exciting, right? But wait... where's the plot twist? While the campaign does spice things up by blending tech and taste, it feels more like eye candy than storytelling. Honestly, it's giving more "look at us!" vibes than "here's why you'll love it." Just another creative flex, perhaps?

<strong>Mast</strong>

<strong>Brand</strong>: Tata Sampann

<strong>Agency</strong>: Ogilvy India

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Tata Sampann’s latest campaign, ‘Pyar Bhara’, is a delightful treat for the senses! The ad brings together the culinary charm of chefs Sanjeev Kapoor and Ranveer Brar, who engage in a playful banter while highlighting the magic of Tata Sampann Unpolished Dal. It’s all about celebrating food the way nature intended—untouched, nutrient-packed, and brimming with goodness. The campaign serves up a fresh reminder that when we cook with love and natural ingredients, we don’t just nourish the body but also strengthen the bond with our meals. A fun, heart-warming reminder that food, like love, is best when it’s pure and unrefined!

<strong>Meh</strong>

<strong>Brand</strong>: Vasant Masala

<strong>Agency</strong>: Eggfirst

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Vasant Masala pulled off the ultimate nostalgia stunt by reuniting one of Bollywood's popular brother duo, Anil Kapoor and Sanjay Kapoor, on screen—but instead of spicing things up, they left us with bland masala. The 'Pyar Toh Hona Hi Tha' campaign tried hard to tug at our heartstrings with its ode to family bonds, but the over-the-top melodrama feels like it got lost in a time machine from the early 2000s. In today's world? It's less "aww" and more "ugh," primed for meme-worthy cringe. It's a hard pass from us!

<strong>Mast</strong>

<strong>Brand</strong>: Metro Shoes

<strong>Agency</strong>: W.A.Y.S Marketing Solutions

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Metro Shoes has nailed it with their latest digital film, “Trust us to Do Better,” marking International Men’s Day 2024. This one’s not just about fancy shoes—it’s about stepping into a bigger, more thoughtful conversation about men’s roles in everyday life. The ad is a warm, heartfelt tribute to those little gestures that often go unnoticed—like a husband supporting his pregnant wife or a colleague ensuring a safe ride home. These small acts speak volumes, and Metro cleverly reminds us to notice, appreciate, and trust men to step up even more. The story follows a modern man on an introspective journey, discovering how a little positive reinforcement (and maybe a compliment or two!) fuels his confidence to take on bigger challenges. Whether it’s his parents beaming with pride during a Diwali visit or a colleague genuinely thanking him for being considerate, every moment resonates. What’s great? The ad doesn’t feel preachy—it’s more like a warm pat on the back for men and a gentle nudge for society to build trust and celebrate these efforts. It’s emotional, optimistic, and packs the perfect punch.

<strong>Meh</strong>

<strong>Brand</strong>: Gritzo

<strong>Agency</strong>: Contract Agency (A part of the WPP Group)

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The ad kicks off with a jingle sung by a mom, and let's just say it's more "meh" than mast. It awkwardly tiptoes through predictable, supposedly funny scenarios about mismatched clothes and accessories, but honestly, where's the punchline? Watching it feels like déjà vu — like the creative team pressed CTRL C + CTRL V on a concept that's been done to death. Sure, the brand insists the "Nahi Chalega" campaign is here to revolutionize how parents think about their kids' nutrition, but with this lacklustre storytelling, it's more like "Chalega... but only barely."

<strong>Read more:</strong> <a href="https://www.storyboard18.com/advertising/mast-meh-swiggy-mentos-siyarams-apple-campus-activewear-and-more-47118.htm">MAST & MEH: Swiggy, Mentos, Siyaram’s, Apple, Campus Activewear, and more</a>

MAST & MEH: Nike, Tata Sampann, Pizza Hut, Gritzo, and more

Advertisements are a brand’s spotlight moment to win over audiences, but let’s face it—not every ad hits the mark! Some make us laugh, think, or remember them for ages, while others, well… we’d rather forget. That’s where Storyboard18’s weekly ad reviews come in! We sieve through the week’s ads to spotlight the absolute winners and the ones that missed the boat. With our honest, no-fluff take, you’ll get a clear and fun read on what’s really worth watching. So, dive into this week’s Mast & Meh to see which ads we gave a thumbs-up and which were just plain “meh!”

<strong>MAST</strong>

<strong>Brand</strong>: Mentos

<strong>Agency</strong>: Ogilvy

<iframe width="560" height="315" src="https://www.youtube.com/embed/-ZLlv4pHnkY?si=HXMl7cyusEwpQvrs" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Mentos has made a comeback to television screens with ‘Yes To Fresh’ campaign. Like the other old Mentos ads, this ad film featuring actor Abhay Verma too encapsulates the playful energy of Mentos. The brand’s idea of showcasing fun and bringing in a fresh creative perspective can be perfectly seen in the campaign. It is fun to watch the funky ad which opens in a boring biology class when Verma reaches out to the Mentos candy and pops one into his mouth and a wave of refreshment washes over him.

<strong>MEH</strong>

<strong>Brand</strong>: Campus Activewear

<strong>Agency</strong>: Inhouse

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In Campus Activewear's latest ad, Vicky Kaushal takes a casual meeting and turns it into an unexpected dance party—sort of. As he grooves through a conversation about playing multiple roles, he suddenly declares, “Damn good shoes, yaar!” leaving viewers scratching their heads. Is he dancing for the shoes or for the role? The ad’s message, “When you move your way, the world moves with you,” seems promising but feels more like Vicky’s personal jam session than an inspiring call to action. With charm in spades but substance on short supply, this ad tries hard to move us but ends up tripping over its own gimmick. 

<strong>MAST</strong>

<strong>Brand</strong> : Swiggy

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

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Marking its stock market debut, Swiggy rolled out an emotional ad film, encapsulating the brand’s ethos and the decade-long journey that led to this milestone. The film is a tribute to the countless bells that delivery executives rang to now ringing the ceremonial NSE bell. The jingle “Ghanti bajate bajate kahan tak pohoch gaye” perfectly captures the emotion that runs with the occasion.

<strong>MAST</strong>

<strong>Brand</strong>: Disney+ Hotstar

Disney+ Hotstar nails it with this cheeky office PSA, turning a standard HR memo into a Marvel-style punchline. With humour as sharp as Deadpool's wit, they remind employees (and guilty streamers everywhere) that "Deadpool & Wolverine" is not for office hours. The playful "Let's Follow Guidelines" sign-off is on-brand and hilarious, making us want to queue up the blockbuster—just not on the work clock. This memo perfectly balances fun and corporate rules, proving Disney+ Hotstar knows how to entertain, even in HR mode! Also, we totally applaud how they posted the ad on LinkedIn, where every employee is bound to see it. Touché!


<img src="https://images.storyboard18.com/storyboard18/2024/11/disneyhotstar-ad-2024-11-8e61fd86770e8ebe6dfbcbec2301fecf.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-47554" />


<strong>MAST</strong>

<strong>Brand</strong>: Siyaram’s

<strong>Agency</strong>: Grapes

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Going with the legacy of ‘coming home to Siyaram’s’, this latest campaign with actor Ranbir Kapoor captures the right vibe of the brand. While this simple ad film has no particular message to convey or a story to tell, but what captures the minds is it being no different from old ad films. Actor Ranbir Kapoor, who is also the brand ambassador of Siyaram’s, reinstates the brand’s legacy and personal message aptly.

<strong>MEH</strong>

<strong>Brand</strong>: McDonald’s 

<strong>Agency</strong>: DDB Mudra & DDB Tribal

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McDonald's latest ad for the McCrispy Burger tries to take viewers on a cosmic journey with a crunch "so loud, you can't (astro)not hear it." While the idea is creative, the execution falls a bit flat. The "astronaut" pun feels forced, and the concept of a crunch that can travel through space stretches the theme a little too far. The visuals aim for sci-fi charm but come off more like a retro movie than a fresh take on crispy burgers, making it hard to connect the space theme with the product itself. And the sound design? The crunch is loud—almost too loud. All in all, while McDonald's reached for the stars with this concept, the result feels more like a fun experiment than an ad that really hits home. 

<strong>MAST</strong>

<strong>Brand</strong>: Sunfeast Marie Light

<strong>Agency</strong>: Sacred Communication

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Chhath puja is a celebration of devotion, community and reverence for the Sun and amidst the ongoing festivity Sunfeast Marie Light has come up with ‘Chhath ke geet gaao’ which more or less seems to be a new song. The ad film with chhath jingle has its storytelling in a Madhubani art themed video, highlighting the region’s rich culture and heritage. The brand’s aim to connect with the spirit of the festival and the stories can be captured through this campaign.

<strong>MEH</strong>

<strong>Brand</strong>: Apple

<strong>Agency</strong>: TBWA\Media Arts Lab and Megaforce

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Apple's new M4 chip ad for the MacBook Pro is a spectacle that’s all muscles but little message. Featuring retired figure skater Johnny Weir narrating a weightlifter’s over-the-top feats, the ad is visually striking but confusing. Sure, the weightlifter’s stunts – lifting judges, flipping weights with his pinky – are impressive, but they’re fit for a talent show than a tech reveal. While the ad aims to show the M4 chip as a powerhouse, it leans so heavily on metaphor that it leaves viewers wondering: what does this actually mean for a MacBook Pro? Instead of highlighting real, relatable benefits, we get a surreal performance that misses the mark. It is classic Apple polish but, ultimately, more circus act than clarity.

<strong>Read more:</strong> <a href="https://www.storyboard18.com/advertising/mast-meh-google-zomato-netflix-flipkart-and-more-46590.htm">MAST & MEH: Google, Zomato, Netflix, Flipkart and more</a>

MAST & MEH: Swiggy, Mentos, Siyaram’s, Apple, Campus Activewear, and more

<strong>Diwali, the festival of lights, is a prime time for brands to shine through their advertisements, leveraging the festive spirit to market their products and services. However, the results can often be a hit or miss. Not every brand manages to create ads that resonate with the audience; while some leave a positive, lasting impression, others are simply unforgettable. In this spirit, Storyboard18's weekly ad reviews sift through the latest Diwali campaigns, showcasing the ones that truly captured the essence of the festival and those that fell flat. Read on to discover which ads lit up our hearts and which ones left us in the dark in this week's Mast & Meh!</strong>

<strong>MAST</strong> 

<strong>Brand</strong> - Zomato 

<strong>Agency</strong> - Inhouse

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Zomato’s latest Diwali ad is a playful nod to India’s love for hyperbole, taking aim at the infamous “NASA image” of India lit up on Diwali—a visual so popular that NASA had to clarify in 2012 that no extra light from Diwali is visible from space. The 95-second ad features Piyush Mishra as a fictional government official trying, with the help of an astronaut friend (whose name, “Satya from NASA,” hints at “truth”), to brighten India enough for it to be seen from orbit. Bonus points for nostalgia: the astronaut is using an old-school Nokia 6600. Naturally, Zomato is in on the fun. In the final scene, the glow from a fresh delivery of mithai illuminates the country—a clever twist on Diwali lights. And, in true Zomato fashion, the entire ad is produced in-house. Why? According to their marketing head, it cuts out the "loss of translation" that often happens with agencies, allowing the team’s deep brand insight to shine.

<strong>MEH</strong>

<strong>Brand</strong> - Netflix 

<strong>Agency</strong> - Toaster

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Netflix’s Diwali ad film, titled ‘Har Parivaar Ke Liye,’ aims to go beyond mere entertainment and celebrates the magic of shared moments through storytelling. The 1 minute 54 second ad film directed by Akash Bhatia and produced by LoudMouth is nothing but just another parody of emotional melo-drama reflecting how Netflix brings families, friends and strangers closer. The campaign may not be able to map in the minds of audience, which makes it meh. Still, Srivats TS, Netflix India’s Vice President Marketing, believes that fans will connect over these stories.

<strong>MAST</strong>

<strong>Brand</strong> - Vivo 

<strong>Agency</strong> - FCB

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Vivo’s #JoyofHomecoming is a delightful ode to the magic of Diwali, and it hits all the right emotional notes! The campaign is a beautiful reminder that the festival isn’t just about dazzling lights and sumptuous feasts—it’s about the heart-warming reunions that make our homes truly shine. With a narrative that beautifully captures the bittersweet longing of parents and the gentle pull of children to return home, Vivo nails the essence of togetherness. The campaign radiates warmth, evoking those nostalgic feels of home-cooked meals and laughter-filled gatherings. In a world where hustle often drowns out the simple joys, Vivo encourages us to pause, reflect, and cherish those precious moments. The ad is an absolute “must” watch in our “Mast” this week!

<strong>MEH</strong>

<strong>Brand</strong> - Bumble 

<strong>Agency</strong> - House of EO2 EXP.

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Bumble’s ad beautifully captures the essence of shared responsibilities in romantic relationships, but it misses the mark for the occasion. Diwali is all about homecoming, where people gather with their families to celebrate the festivities. However, Bumble’s campaign ‘Finding someone on your wavelength’ majorly talks about celebrating the festival with a romantic partner, which just doesn’t vibe well with the emotional sentiment of the season.

<strong>MAST</strong>

<strong>Brand</strong> - Google

<strong>Agency</strong> - Lowe Lintas

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Google Shopping’s 2024 Diwali campaign took the festive nostalgia up a notch with its delightful digital twist on a traditional Diwali mela. Led by the heart-warming Farida Jalal, the ad brought back fond memories of childhood fairs, bustling with colourful merchandise and hidden treasures—like the cherished pair of juttis (shoes) Farida remembers finding. Crafted by Lowe Lintas, the campaign seamlessly combined the magic of traditional Diwali shopping with Google’s sleek digital features. From tailored recommendations to Google Maps integration for nearby stores, the ad turned shopping into a virtual treasure hunt. It celebrated both the joy of discovery and the practicality of modern tech, turning “Google Shopping ka Mela” into a perfect blend of emotional storytelling and digital convenience. This is peak advertising and is a definite mast from us!

<strong>MEH</strong>

<strong>Brand</strong> - Flipkart

<strong>Agency</strong> - Inhouse

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Diwali is all about families and festivities, yes, but it’s also about the big festive sales. And yes, festive sales’ ads are all about making the offer visible and irresistible. But it’s not too much to ask for a little creative dhamaka to make the work stand out, is it? This 25 second ad film from this e-commerce major has nothing to make it memorable for the masses. However, this other Flipkart Minutes ad has all the fun and festivities, without losing sight of the message and proposition.

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MAST & MEH: Google, Zomato, Netflix, Flipkart and more

<strong>Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast &amp; Meh.</strong>

<strong>MAST</strong>

<strong>Brand</strong> – Uncle Chips

<strong>Agency</strong> –  Publicis Groupe India
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This one is not a regular ad film. We spotted this branded content piece and instantly started humming along. Music composer and YouTuber Yashraj
Mukhate, who is known to create viral numbers, remixed the Uncle Chipps’ iconic jingle. It’s evokes nostalgic, and of course brand recall.  Checks all the boxes of a mast watch, in our opinion. It’s totally worth sharing, hearting, and re-watching.

<strong>MEH</strong>

<strong>Brand</strong> –Bank Of Baroda

<strong>Agency</strong> – Auburn Digital Solutions

<iframe title="YouTube video player" src="https://www.youtube.com/embed/yREayrmnL-8" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

One word for this commercial is awkward. The script is flat. The synchronisation between the dialogues and the celebrities is off the charts. Probably, the only tolerable part of the film is late actor Satish Kaushik’s closing lines. Otherwise, this one is a total meh.

<strong>MAST</strong>

<strong>Brand</strong> - Angel One

<strong>Agency</strong> - Concept of campaign by Angel One Limited, Scripting and editing by Perfect Creative Media

<iframe title="YouTube video player" src="https://www.youtube.com/embed/4BOj011wKkU" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

‘Jagruk Teja Bhai’ is a campaign by Angel One that uses a humorous "tapori" (street-smart) style of communication to explain how to deal with financial frauds. The campaign is effective in educating viewers about the different types of financial frauds that exist and how to spot them. The "tapori" style of communication is engaging and relatable, and the humor helps to make the information more memorable. The campaign also does a good job of avoiding being too preachy or didactic.

<strong>MEH</strong>

<strong>Brand</strong> - Wild Stone

<strong>Agency</strong> - Traintripper Films

<iframe title="YouTube video player" src="https://www.youtube.com/embed/VsrcGk96BQk" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

The new Wild Stone CODE TVC featuring Vijay Deverakonda is a rehash of the same old formula. The ad relies on tired tropes of masculinity and works on the same old "boy uses perfume and turns heads" concept. The ad is not memorable and does not stand-out, and it does not do anything to break the mold.

<strong>MAST</strong>

<strong>Brand</strong> - Kerala Tourism

<iframe title="YouTube video player" src="https://www.youtube.com/embed/KXww1tVhA0Q" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

<iframe title="YouTube video player" src="https://www.youtube.com/embed/5EEKaGjeOfg" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

A monotonous routine brings with itself not just boredom but also cracks in relationships. A refreshing outing not just adds spice to life but also mends the distance in relationships. Kerala Tourism’s campaigns aptly capture the above. A Mast watch that cannot be missed.

Mast & Meh: Uncle Chips, Angel One, Bank of Baroda, Kerala Tourism

<strong>Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.</strong>


<strong>MAST</strong>

<strong>Brand</strong> - Licious

<strong>Agency</strong> - Conceptualized and designed by Licious' internal creative team. 

<strong>Production House</strong> - OMG MediaWorks.

<iframe width="560" height="315" src="https://www.youtube.com/embed/OTKNrJE94rI" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Licious' new ad for Father's Day is a warm and quirky spot that celebrates the kind and caring ways of fathers. The ad opens with a montage of fathers, all of whom are dedicated to providing their families with the tastiest, juiciest mutton dish every Sunday. But, they are all retiring now from the duty because Licious is doing their job. Some subtle small nuances make the ad very relatable. One such thing is a father, who is speaking with a Bengali accent. Sunday mutton curry is a thing in a Bengali household and that ad captures that sentiment well. Overall, Licious' new ad for Father's Day was a well-done and heartwarming spot.

<strong>MEH</strong>

<strong>Brand</strong> - CenturyPly

<strong>Agency</strong> - Wunderman Thompson

<iframe width="560" height="315" src="https://www.youtube.com/embed/oj27oh8jlg4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

CenturyPly's Club Prime TVC with Pratik Gandhi lacks creativity and originality. The ad relies on Gandhi's popularity as Harshad Mehta from Scam 1992, and the music is lifted directly from the show. The ad is a missed opportunity to create a unique and memorable campaign for CenturyPly.

<strong>MAST</strong>

<strong>Brand</strong> - Doublemint 

<strong>Agency</strong> - DDB Tribal

<iframe width="560" height="315" src="https://www.youtube.com/embed/5QCqXzSOuNA" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

This spot is a creative one. It's playful and engaging. It focuses on the idea of starting something fresh. The strategy also fits perfectly well to sell mints. The song, the location, the doodles, and the protagonists blend in well with the script, making it a Mast watch!

<strong>MEH</strong>

<strong>Brand</strong> - Park Avenue

<strong>Agency</strong> - Wunderman Thompson India

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

There is nothing special about this commercial. We have seen similar themes in other categories. The song is probably the only saving grace of this spot. Otherwise, we think it's one of those ads that will definitely make you hit the skip button immediately.   

<strong>MAST</strong>

<strong>Brand</strong> - Brooke Bond Red Label

<strong>Agency</strong> - Ogilvy India 

<iframe width="560" height="315" src="https://www.youtube.com/embed/UPv5XPTL0uU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Brooke Bond Red Label’s new ad for World Social Media Day brilliantly positions "tea" as the ultimate social media platform. The heart warming film features various social situations where the beverage acts as an ice breaker between new neighbours, conversation enabler and a tool to build bonds. The film draws a parallel between social media lingo such as likes, shares, friend requests, reposts & trends with everyday moments across India, positioning a cup of tea as an enabler to bring people together. While the world celebrates Social Media Day while being glued to their favourite social media apps, the film reminds people that a cup of tea is India’s original social network, enabling conversations forever. A big thumbs up from us! 

<strong>MEH</strong>

<strong>Brand</strong> - Dabur Cool King Thanda

<strong>Agency</strong> - Rediffusion

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

The new Dabur Cool King Thanda ad film featuring Nora Fatehi in a desi girl avatar seems underwhelming. It uses the usual category codes of cooling hair oil advertising - a barber giving an unsatisfying champi with a regular hair oil until Fatehi comes to his rescue followed by her usual dance routine. It has been done and seen before. 

<strong>MAST</strong>

<strong>Brand</strong> - Meta - WhatsApp

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

Today, privacy stands paramount, and the ability to share wholeheartedly without our privacy and trust being breached signifies utmost importance. 
WhatsApp’s ‘A Private Message’ ad stands up to the expectations. Right from start, a factor of safety is endorsed among the viewers which scores the ad a Mast. Don’t give it a skip. 

<strong>MEH</strong>

<strong>Brand</strong> - Mamaearth

<strong>Agency</strong> - Havas Worldwide India

<iframe width="560" height="315" src="https://www.youtube.com/embed/W8--E46YWQ4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Yet another ‘show and tell’ advertisement. Expectations were high that an interesting story would be woven in the ad featuring veteran actor Sharmila Tagore and her granddaughter and actor Sara Ali Khan. But, towards the end, the ad falls flat and scores a thumbs down. Feel free to skip this one. 



Mast & Meh: Licious, Doublemint, Meta, Mamaearth, Park Avenue

<strong>Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.</strong>


<strong>MAST</strong>

<strong>Brand</strong> - Tata Sampann Yumside

<strong>Agency</strong> - Sideway Consulting

<iframe width="560" height="315" src="https://www.youtube.com/embed/xD4wpsv2B4I" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

This new ad spot is straight out of a Bollywood masala film and works quite well in communicating the convenience offered by the product being advertised. The film shows a criminal refusing to come out of his den until the microwave ticks (on the count of 3) and he starts enjoying ready-to-eat pasta. Respecting his love for Yumside, even the police officer allows him to finish the meal before he gets arrested. The spot conveys the narrative of taste and convenience quite well. 

<strong>MEH</strong>

<strong>Brand</strong> - mCaffeine

<strong>Agency</strong> - WYP Wondrlab India

<iframe width="560" height="315" src="https://www.youtube.com/embed/9_NRz-p7Pg4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Honestly, what? D2C brand mCaffeine spot is bizarre to say the least. It shows a restless Alia Bhatt inside a body scanning machine. All her efforts to stay still go to waste despite being told repeatedly. Guess what has caused her plight? mCaffeine body wash. We will leave it to you dear readers to now join the dots! 

<strong>MAST</strong>

<strong>Brand</strong> - Adidas

<strong>Agency</strong> - Fundamental

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

The ad evokes feelings of hope, vigour and patriotism. Every frame stands out for cricketers portraying realistic emotions towards the jersey and what it means to them. Everything culminates smoothly to the message the ad flaunts, “Impossible is Nothing.”

<strong>MEH</strong>

<strong>Brand</strong> - Orange Health Labs

<iframe width="560" height="315" src="https://www.youtube.com/embed/Qoa5ZMv9dg8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

There is an attempt to spark interest in the commercial but it fails to deliver. This ad follows the same old tune. A weak script and inadequate use Bollywood actor Ayushmann Khurrana. Change this narrative!

<strong>MAST</strong>

<strong>Brand</strong> –  JioMart

<strong>Agency</strong> – L&K Saatchi & Saatchi

<iframe width="560" height="315" src="https://www.youtube.com/embed/fytz2ioBfTA" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The latest spot from JioMart is an insight-driven one. All of us as consumers have experienced this while being engrossed on WhatsApp Groups. There are several times when a brand message pops up reminding us to shop or to make a payment. That’s what this ad is about. What makes it a Mast watch are featured characters, who are relatable, and the simplicity of the product placement. 

<strong>MEH</strong>

<strong>Brand</strong> – Park Avenue Soaps

<strong>Agency</strong> – Wunderman Thompson

<iframe width="560" height="315" src="https://www.youtube.com/embed/NuECPm4R17k" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

This one is the brand’s maiden commercial. In our opinion, it would have been nice if they didn’t make an ad at all! Nothing about this film is novel. There are several soap and deodorant ads with the same plot. A six pack guy; women wooed with his fragrance; and product details. This is 100 percent Meh. We are sure that there better ways to sell a bar of soap in this country. Facepalm emoji. 

<strong>MAST</strong>

<strong>Brand</strong> - Youva, from the House of Navneet

<strong>Agency</strong> - ANTS Digital Pvt Ltd

<iframe width="560" height="315" src="https://www.youtube.com/embed/5uqj9x9uza8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Youva's ‘Nayi Class, Nayi Stationery’ campaign is a nostalgic trip down memory lane for anyone with siblings. How we hated wearing our elder sibling’s clothes and using their old books. Something new at that point meant unparalleled joy and excitement. Were it a new pencil case or some new pens. The ad perfectly captures the excitement of starting a new school year with new stationery. Overall, the Nayi Class, Nayi Stationery campaign is a well-made ad that is sure to resonate with viewers of all ages.

<strong>MEH</strong>

<strong>Brand</strong> - McDonald's India

<strong>Agency</strong> - DDB Mudra

<iframe width="560" height="315" src="https://www.youtube.com/embed/dKPFR29grws" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

McDonald's new ad may be an attempt to promote its value meals, but the message is somewhat misleading. The intention is clearly to make the ad look romantic or cute, but an attempt like this, where a customer goes out of his way to get the attention of a sales associate, can easily turn into harassment. The problem with this ad is that it sends the wrong message. It suggests that it is okay for a customer to flirt with a sales associate.
The tagline especially is extremely ambiguous. It is not clear what 'A lot can happen' means. Does it mean that the man will get the girl?
Overall, McDonald's new ad is a missed opportunity. It could have been a cute and funny ad to promote its value meals, but instead it has become a controversial ad that normalises inappropriate behaviour.



Mast & Meh: Adidas, McDonald's, JioMart, Tata Sampann

<strong>Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.</strong>

<strong>MAST</strong>

<strong>Brand</strong> – Bhima

<strong>Agency</strong> – Animal

<iframe width="560" height="315" src="https://www.youtube.com/embed/s7fwnwsmC9c" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

This film is like poetry. The visuals take viewers through different stages of a mother and daughter’s relationship. It’s portrayed honestly with no filters. Of course, we do see different types of jewellery but we don’t mind it because the brand’s name is not forced on screen every now and then. The background score blends in well keeping the storyline simple and easy to follow. We need more jewellery brands to tell us good stories and not just display their product catalogue. Watch this one, you will not hit the skip icon.

<strong>MAST</strong>

<strong>Brand</strong> – Ariel

<strong>Agency</strong> – BBDO India

<iframe width="560" height="315" src="https://www.youtube.com/embed/youeaZyavg0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

This spot will hit you differently. It’s raw and deeply insight-driven. The detergent brand narrates the long-term effects on impact of the unequal distribution of chores on relationships. It talks about silent separation and deeper things that brands often don’t address. It’s purposeful and impactful at the same time. It’s a Mast share!

<strong>MEH</strong>

<strong>Brand</strong> - Dollar

<strong>Agency</strong> - Lowe Lintas

<iframe width="560" height="315" src="https://www.youtube.com/embed/1H4YIbhUrtg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The award for the most cringe-worthy advertisement would probably go to Dollar Lehar’s new commercial. We usually enjoy a play on words done in advertisements. But, this one was just plain sad. Banyan tree has a straight forward pronunciation. To mistake it for a wifebeater is a terrible attempt at humour. This ad cannot even be categorised as what we Indians love to call ‘timepass.’ Also, Saif Ali Khan didn’t add any value. Definitely a waste of marketing money and consumers time. Feel free to skip this one. This category needs a thorough refresh!

<strong>MAST</strong>

<strong>Brand</strong> - Starbucks India

<strong>Agency</strong> - Edelman India 

<iframe width="560" height="315" src="https://www.youtube.com/embed/YyKOc8M5w-s" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Starbucks India has released a very heartwarming ad. Parent-child relationships are often tricky and complicated. To address an important topic such as this in such a wonderful way is truly commendable. Moreover, seamlessly integrating the brands signature style of writing the persons name on the coffee cup and announcing it was an important inclusion in the script, executed well. This one is hundred percent recommended. Do not give it a miss. 

<strong>MAST</strong>

<strong>Brand</strong> - MyFitness

<strong>Agency</strong> - Collective Artists

<iframe width="560" height="315" src="https://www.youtube.com/embed/7_O6j756Gxo" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

MyFitness' latest ad campaign starring Hrithik Roshan, addresses a common gripe among fitness enthusiasts - bland and tasteless food. The ad humorously portrays gym-goers as constantly angry, which the company attributes to the lack of flavourful options in their diets. The brand's solution to this problem is the introduction of its peanut butter, a product that promises to be both healthy and delicious. While the script of the ad may not be outstanding, it does raise an important issue in a fun way. The spot’s focus on taste as well as health is a refreshing departure from the usual dry approach of fitness ads.

<strong>MEH</strong>

<strong>Brand</strong> - Country Delight

<strong>Agency</strong> - The Talesmith

<iframe width="560" height="315" src="https://www.youtube.com/embed/py0t9d4V-hw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Country Delight's new ad campaign featuring a young couple enjoying coconut water falls flat on its face. While the ad has no novelty and doesn't excel at portraying either the romantic setting or the comic timing, it does manage to convey a clear message - Country Delight's coconut has 'more water.' But is that really enough to make this ad memorable? We don't think so. It’s high time the brand upped its ad game. 

<strong>MAST</strong>

<strong>Brand</strong> - Nescafe

<strong>Agency</strong> - McCann India

<iframe width="560" height="315" src="https://www.youtube.com/embed/0xuBOdr32qE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Known for its romantic campaign, Nescafe's new spot addresses the entire household this time. The spot features a mother assigning home cleaning duties to every family member because the maid has not come. Everybody makes excuses but only the son manages to get off the cleaning duty because he could make a mean cup of cold coffee. His best kept secret being of course - Nescafe. This one is high on relatability. Good one.

<strong>MEH</strong>

<strong>Brand</strong> - Godrej Interio

<strong>Agency</strong> - SoCheers

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

The film opens with a couple returning home to find children making a mess of things. The situation seems out of control, leaving the mother in a state of panic. However, the film takes an unexpected turn, revealing that the father had asked the children to destroy the furniture so that he could replace it with new ones from Godrej Interio's Summer Carnival Sale. The ad is a bit of an overstretch in terms of story idea and execution.





Mast & Meh: Ariel, Starbucks India, MyFitness, Country Delight

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.

<strong>MAST</strong>

<strong>Brand</strong> – Swiggy

<strong>Agency</strong> – Mind Your Language!

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Known for its witty and snappy IPL ads, Swiggy returns with its “Match Day Mania” offer campaign featuring actor Neena Gupta as a judge. In these situational comedy spots, Gupta is seen telling the lawyers that bargaining for a fine or secret settlement between the two parties doesn’t exist in her courtroom. That’s an area which Swiggy aces providing unbeatable offers. The tagline  “acha offer hai, le lena chahiya” goes perfectly well with the narrative too. A 10/10 for Swiggy’s continued creative success at IPL.

<strong>MEH</strong>

<strong>Brand</strong> – Villain Lifestyle

<strong>Agency</strong> – What Works Production

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Villain's new campaign featuring Kannada actor Yash makes the classic mistake of letting the celebrity overpower the brand. Yash appears in a bad boy avatar where he’s hit by a bullet which he not only manages to catch but also eat because it turns out it is made of chocolate, that is apparently a key ingredient of the facewash being promoted. You have to watch it to believe it. The ad is likely to be noticed for simply being super bizarre. 

<strong>MAST</strong>

<strong>Brand</strong> - Titan Raga 

<strong>Agency</strong> - Ogilvy India

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Are you too glam, too girly, or too bold? But here's the deal - we need to shake off those unwanted opinions and love ourselves. Titan Raga's #LoveYourselfBoldly campaign captures this exact sentiment, and it's got us feeling all kinds of inspired! The gist of the ad is nothing but how opinions are like Raga watches, everyone's got one! Featuring Alia Bhatt, this spot is perfectly implemented without any unnecessary drama. The ad had a simple message and it has it seamlessly delivered. Alia Bhatt humming the iconic Titan jingle at the end is a special touch that makes the ad a feel good spot alongside being a good one.

<strong>MAST</strong> 

<strong>Brand</strong> - P&G Shiksha

<strong>Agency</strong> - Leo Burnett

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During school days, did you ever feel that you didn't understand something but were hesitant to ask the teacher to explain? Did you ever hide your face while the teacher was picking students to answer questions? Were you ever nervous to speak in front of the entire class? We are pretty sure that the answer to all these questions is a definite yes. P&G Shiksha's new campaign emphasises on this very aspect. The 'Bridging the Invisible Gap' campaign highlights a young girl Bindiya who often mischievously hides from her teacher because she is afraid of being asked questions. With the help of P&G Shiksha, she is able to learn and grasp concepts with ease and able to answer in class as well. It is truly a heartfelt and warm campaign. If this is not a MAST then we don't know what is. 

<strong>MEH</strong>

<strong>Brand</strong> - Swiggy

<strong>Agency</strong> - Enormous 

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Swiggy, has announced Dineout’s flagship Great Indian Restaurant Festival (GIRF) for the first time on their app with the launch of two brand films featuring actors Farhan Akhtar and Shibani Dandekar, encouraging users to book their deals early before they are sold out at their favourite restaurants. But hey, don't get too excited yet! After all the quirky digital promotions, moment marketing or even notifications from Swiggy, we expected the ad to bring more sass to the table. The ads are not too shabby, and watching the power couple in a film is indeed a newish thing, but come on, Swiggy, you can do better with your scripts!

<strong>MAST</strong> 

<strong>Brand</strong> - Cadbury Dairy Milk | #CheerForAllSports 

<strong>Agency</strong> - Ogilvy India, Wavemaker India

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In a Cricket frenzy country, during one of the biggest cricket leagues (IPL), Cadbury Dairy Milk decided not to promote cricket. The brand decided to cheer for all sports happening at the same time as the ongoing IPL, shining much deserves light on them. It's a smart move and a refreshing take. The brand has also added a tech element to the piece that elevated the campaign. This is a perfect example of how brands should be topical, purposeful and fun at the same time. 

<strong>MEH</strong>

<strong>Brand</strong> - Crompton 

<strong>Agency</strong> - BBDO India 

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This spot is a failed attempt to be a quirky. It's summer and the brand could have done a lot more to cool down consumers than this ad. The film was meh right from the thumbnail. A really boring piece from a category that’s trying to break the clutter. It’s a missed opportunity for the brand for sure. 

<strong>MAST</strong>

<strong>Brand</strong> - Reliance Jewels

<strong>Campaign</strong> - Thanjavur - Where Art is Worshipped

<strong>Agency</strong> - Scarecrow M&C Saatchi

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Reliance Jewels’ way of honouring their jewellery designs reflects the culture of a particular town, community and region and has always been a treat to the eyes. Just like highlighting the cultural side of Orissa, Banaras, and Rann of Kutch, their latest offering throws light on the beauty of Thanjavur, where every frame just keeps you hooked. Carnatic music, Hindi lyrics, coupled with the classical dance form Mohiniattam is a blend of culture which makes the commercial Mast to watch. A thumbs up from us for this beautiful description of Thanjavur.


Mast & Meh: Swiggy, Titan Raga, P&G Shiksha, Cadbury Dairy Milk

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.

<strong>MAST</strong> 

<strong>Brand</strong> - Doritos

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

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The Devil is the embodiment of all things hot and sizzling. Well, we can definitely say that the casting for this ad was on point. The comedy was great. The vlog format of the ad worked. The experimentation was a success. We all want to be friends with the Devil now. So if that was one of the things the brand was hoping for, then this one gets an immediate Mast. Talking about promoting their product, that was done successfully too. If you’re finding this review a bit different, it’s because we’re too distracted by the Devil character. He simply stole the show. 

<strong>MAST</strong>

<strong>Brand</strong> - Zomato 

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transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/CqwzGZXp_5K/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by Zomato (@zomato)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

Tomayto-Tomahto, Potayto-Potahto, Zomaito-Zomahto. What’s the difference? This new ad is chaotic. It is argumentative. It is violent too. But, we love it. Fighting over pronunciation is petty but we enjoyed watching every bit of it. Though this ad didn’t eventually answer the question, it has etched the brand’s name in our heads forever. ‘Zomaito’, we applaud you for giving us this topsy-turvy advertisement for our entertainment. 

<strong>MAST</strong> 

<strong>Brand</strong> - JioMart 

<strong>Agency</strong> - L&K Saatchi & Saatchi

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We like ads that are simple yet insightful. IPL fever is here and this film for JioMart portrays how anyone can bond over cricket. It also reflects on the fact that local shopping experiences are personal and can have lasting impressions. It's to the point and in-line with the brand's proposition. Most importantly, it’s fun to watch. A Mast one in our opinion. 

<strong>MEH</strong>

<strong>Brand</strong> - Dermicool

<strong>Agency</strong> - What’s Your Problem

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Prickly heat powder brands need advertising revamp. This spot from Dermicool made us feel icky. The characters and the scenes were chaotic for no reason. The VFX was totally avoidable. We do agree that sometimes brands need to state the obvious to sell their products through advertising but this one was totally predictable, overly done and skippable. 

<strong>MAST</strong>

<strong>Brand</strong> - Pond’s Men

<strong>Campaign</strong> - The Oily Warrior

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This ad is hilarious and its comic timing followed by the expressions of the people are completely in sync. The whole concept of ‘Air Kiss’, which is rejoiced by the people in the kingdom, and followed by the perils of oily skin are well explained in the commercial. Definitely a Mast watch in our opinion. 

<strong>MEH</strong>

<strong>Brand</strong> - Pilgrim

<strong>Campaign</strong> - ‘Pilgrim Ne Dhoondh Nikale’

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We’re honestly tired of repeating the same thing over and over. This one’s just another example of a shoddy script banking on celebrity endorsement. As the commercial began to roll, expectations were high that the script would use comedy to explain the product benefits in detail. Alas! The commercial got reduced to a mere ‘Show and sell’. Are these type of ads even a Meh at this point? 

<strong>MAST</strong>

<strong>Brand</strong> – Titan Eye+

<strong>Agency</strong> – Ogilvy India

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The new set of Titan Eye+ ads are super relatable. Most of us have either lost or broken eye frames at some point of time. The brand leverages this very insight and urges consumers to switch to branded Titan Eye+ frames. The snappy 10-second spots drive "Accha hi to hua" (good that the spectacles broke) driving the point that upgrading to the branded ones is a sensible decision. Finally proving that branded is always better.  

<strong>MEH</strong>

<strong>Brand</strong> – WinZO Games

<strong>Agency</strong> – Cellar Door Production

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This WinZO ad is boring to say the least. A young man trying to play table tennis with an old grandmother who clearly is not interested in playing. Visibly frustrated, the voiceover asks the man to find the right players on the WinZO app. There is nothing new about this campaign be it creative ideas or the execution. Same old, same old. *Sigh



Mast & Meh: Zomato, JioMart, TitanEye+, Doritos, WinZo

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.

<strong>MAST</strong>  

<strong>Brand</strong> - Microsoft 

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An 8 minute film in a world of 10 second reels! What were they even thinking? Microsoft, released a wonderful film embodying heartfelt emotions while presenting a rather unique concept. A small business owner, Pihu is working on planning the perfect second wedding for an old couple. The film, involves all the necessary elements right from drama to quirkiness to nostalgia to love. It all comes together harmoniously. Multiple product integrations are seen in the ad and not just of one product offering of the company. They too are seamless and intelligently incorporated. Though the film is long by today’s standards, there isn’t a moment where you feel distracted. This is all thanks to the well written script, smooth flow of the storyline and of course, the actors. This film is well packaged all-round. We’re thankful for not making this a regular 30 seconder. Everyone MAST watch this.

<strong>MAST</strong>

<strong>Brand</strong> - Dream11

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

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

Just before the IPL madness begins, Dream11 has launched a star-studded ad featuring both cricketers and actors but with a twist. The spot shows '3 Idiots' film cast - Aamir Khan, R Madhavan and Sharman Joshi dressed as cricketers in a press conference set-up giving an open challenge to cricketers for a match. In the ad the actors are bothered about the fact that cricketers are appearing in more ads than ever before so they will now take over their profession of playing cricket.

Cricketers such as Rohit Sharma, Yuzvendra Chahal, Krunal Pandya, Hardik Pandya, R Ashwin, Jasprit Bumrah and Rahul Chahar also appear in the ad accepting the challenge. The spot stands out for its unique execution amidst the IPL advertising clutter garnering 11 million YouTube views in less than a day. It also subtly promotes that anyone can play cricket, well at least virtually on the Dream11 gaming app. Quite slick, we say!

<strong>MAST</strong>

<strong>Brand</strong> - LenDenClub

<strong>Agency</strong> - Kandid Kanvass

<iframe width="560" height="315" src="https://www.youtube.com/embed/agBJ7haPmPI" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Peer-to-Peer lending platform, LenDenClub, has launched a new campaign 'Invest like Hardik' with their brand ambassador Hardik Pandya. The campaign aims to create awareness among new-age investors to invest in P2P lending. The spot shows Pandya engaging in entertaining banter with the audience through a rap like score while showcasing the benefits of investing in P2P lending. Overall a good script and an interesting watch.

<strong>MEH</strong>

<strong>Brand</strong> - Kotak Life 

<strong>Agency</strong> - Grey Group

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The ‘Soch Ke Liya Hai’ campaign by Kotak Life has put together a spot that is tailored for the urban youth, who are conscious of their responsibilities and are always looking for smart choices. The commercial features Vinay Pathak in the role of a father, ‘Subbu’, who is pleasantly surprised to learn that his children have made a smart choice by selecting Kotak Protect India for their insurance needs. While the actors do their part well, the messaging lacks novelty. Most BFSI brands that focus on a young audience generally have the same storyline of how youngsters are smart planners and that surprises their parents. With a talented actor like Pathak on board, a better screenplay would have worked wonders for the brand. As it stands, this one is a Meh. 

<strong>MAST</strong>

<strong>Brand</strong> - Luminous India

<strong>Agency</strong> - Grey Group India

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Here's a perfect spot that blends purpose well into a script. In order to promote gender equality in the energy sector, Luminous India addresses a fundamental mindset issue. We will say only two things about this ad. One, It features a young girl who gets confused every time her family corrects her Hindi grammar, while she talks about gender-specific things. Two, the film ends featuring Baburi Sirisha, India's first linewoman. We don't want to reveal too much. All we say is, Go. Watch. Now.

<strong>MAST</strong>

<strong>Brand</strong> - Limca  

<strong>Agency</strong> - Ogilvy India

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We’ve spotted a fun soft drink ad after a while. The spot features Jitendra Kumar, an actor who is known for playing realistic roles.The storyline is simple and goes well with the product integration. The twist is perfectly ad-like and we don't mind that at all. At least, there aren’t any unrealistic stunts or flat punch lines. This one is a Mast one in this category so far, this year. 

<strong>MAST</strong>

<strong>Brand</strong> - Lumikai

<strong>Agency</strong> - The 23 Watts

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The Lumikai Pathbreakers initiative's fourth edition is a good effort to showcase the bold and fierce women who have made significant contributions to the Indian gaming and interactive media industry. The resulting campaign is a heartwarming tribute to these achievers, with real stories serving as the star of the show. Unlike other campaigns that rely on glamour and peppy soundtracks, this campaign focuses on the content, which is the untold stories of these trailblazing women. Overall, full marks to the initiative for its outstanding efforts. This one deserves a watch. 

<strong>MEH</strong>

<strong>Brand</strong> - Motilal Oswal

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

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Motilal Oswal's Women's Day campaign, #PuchKeTohDekho, is a commendable initiative that sheds light on the fact that many women do not make investment decisions independently and instead rely on male family members such as their father or brother. However, the implementation of the campaign could have been better. In the ad, the message only appears in text format at the end, which means that viewers who don't watch the entire two-minute-plus ad may miss this important aspect of the campaign. Almost two minutes into the spot, the vox pop content focuses solely on the negative stereotype without highlighting the positive changes that are taking place. To truly break the stereotype, it's important to showcase both the challenges and the progress made towards empowering women to take control of their finances. This one needed better ideation. 

<strong>MAST</strong>

<strong>Brand</strong> - Lay's

<strong>Agency</strong> - Leo Burnett

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You can’t help yourself from being hooked to this commercial which simply stands out for its hilarity and storyline. Rajkummar Rao’s comic timing and Dolly Singh’s expressions go hand in hand with the popular song ‘Eena Meena Deeka’, which serves as the background score. Grab open a packet of Lay’s and groove along to this Mast commercial.

<strong>MEH</strong>

<strong>Brand</strong> - Joy Personal Care

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Just another example of shoddy writing that relies entirely on Disha Patani’s celebrity power to capture the attention of viewers. As usual, a strong enough storyline which goes deep into revealing more about the brand could have saved the commercial from a thumbs down. Such ads somehow, always seem to casually glide into our Meh list every week. 

<strong>MEH</strong>

<strong>Brand</strong> - Llyod 

<strong>Agency</strong> - McCann Worldwide India

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Llyod's new campaign for its air conditioner range feeds into the trend of celebrity couple led ads. Most of these campaigns tend to leverage popular Bollywood couples promoting some home appliance or the other. Consumers are likely to confuse brands since the messaging and style of campaign execution is mostly the same where celebrities are simply mouthing about the product benefits sitting in their home. The latest one from Llyod is no different either. Same old, same old. 


MAST AND MEH