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<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

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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

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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!

<iframe width="560" height="315" src="https://www.youtube.com/embed/ox0jixrp14E" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/HKhkMahG8h4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

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

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/MU4FXlwNrcA" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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 

<iframe width="560" height="315" src="https://www.youtube.com/embed/-GyON7AatUU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/WJVdz3CadJE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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 

<iframe width="560" height="315" src="https://www.youtube.com/embed/jTzU7HMoMnE" 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 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

<iframe width="560" height="315" src="https://www.youtube.com/embed/cXGydKffp88" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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 

<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:ugcPost:7046113659491627008" height="938" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>

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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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

<iframe width="560" height="315" src="https://www.youtube.com/embed/VyeTbORkD_4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

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

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/kg4D3m3CSns" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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’

<iframe width="560" height="315" src="https://www.youtube.com/embed/V0VNz04B-Qw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/cg5Xmhy1kyc" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/W3Sxd-eVUyg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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 

<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:ugcPost:7044930089813254145" height="undefined" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/_-Qsy50mPU0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/H1XBGxou9aY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/_Qr8Wyt7GRw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/cqK44Rlqylw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

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

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/dENCXBsi_7Q" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/r1xcfA7Nnro" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/ugnAz0h5Rcc" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

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 & Meh: Microsoft, Dream11, Limca, Lay's, Lumikai, Kotak Life

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> – Savlon India

<strong>Agency</strong> – Ogilvy India

<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:ugcPost:7037685132299755520" height="1110" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>

This ad takes the phrase ‘talk to my hand’ to a whole new level. It really has been a minute since we saw something so creative and unique from a brand. There is nothing to this ad. No great cinematic visuals, no catchy tunes and no mesmerising flora and fauna. Just a single hand. We see what is supposed to be Sachin Tendulkar’s hand talking to the audience via simple but fun to watch hand gestures. Of course there is Tendulkar’s voiceover in the background. But, that was hardly the highlight. You are immediately hooked as soon as the ad begins and can’t stop watching until it ends. We had ear to ear smiles on our faces all through this ad.

<strong>MAST</strong>

<strong>Brand</strong>: Jeevansathi.com

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

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

Jeevansathi.com's #StringsOfLoveByJS campaign featured a heartwarming surprise for a couple on their wedding day. Collaborating with Jasleen Royal, the bride and her family were treated to a beautiful performance, all kept a secret from the unsuspecting bride and wedding guests. The campaign, though slightly lengthy at over 3 minutes, is gripping by its use of real characters and a true story, leaving viewers feeling warm and touched. A refreshing and MAST take on matrimonial ads.

<strong>MEH</strong>

<strong>Brand</strong>: Thums Up, The Coca-Cola Company

<strong>Agency</strong>: Ogilvy India

<iframe width="560" height="315" src="https://www.youtube.com/embed/mKs7EwNHnKY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Despite having popular actor Vijay Deverakonda as the face of the campaign, Thums Up's new campaign for their product 'Charged' titled 'Charger Dena' falls short due to its weak script. The campaign's game-like interface lacks context and does not contribute much to creating any sort of brand recall. Thums Up ads are known for their dramatic storylines that create excitement and buzz, but this one fails to deliver that same impact. This one failed to charge any interest.

<strong>MAST</strong>

<strong>Brand</strong> - Shopsy

<strong>Agency</strong> - Leo Burnett Orchard

<iframe width="560" height="315" src="https://www.youtube.com/embed/HOZPQkq6BIk" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

 Shopsy's new ad wins big on sheer relatability. Most of us, at some point of time, have overindulged in online shopping which often invites the wrath of parents after witnessing a series of orders being delivered at home. This insight is leveraged by Shopsy which shows visibly angry parents who question their daughter (played by Sara Ali Khan) on where she is getting the money to buy clothes and accessories. Khan diffuses the tension by clarifying that it's the killer pricing at Shopsy that is allowing her to afford multiple products. The ad is laced with humour and is likely to find relevance among younger viewers. You get to fulfil your shopping desires without having to harm your pocket. It’s good and true.

<strong>MEH</strong>

<strong>Brand</strong> - CRED

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

<iframe width="560" height="315" src="https://www.youtube.com/embed/FFoHh3vBpXU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The new CRED ad features a young woman who manages to buy everything she desires, from clothing, headphones to groceries, by simply tapping her feet. Throughout the ad it is not revealed how she is buying the products until one reaches the end where she is shown to be paying grocery bills by tapping her credit card. Apparently, a tap is equal to payment. Honestly, this ad could be used for any other youth oriented brand (say a Spotify/fashion brand) and that's the kind of dissonance one doesn't expect from any advertiser. This one seems disappointing when compared to the brand's previous quirky ads that broke through the clutter. 

<strong>MAST</strong>

<strong>Brand</strong>: Pepsi

<strong>Campaign</strong>: Rise up, Baby!

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

Ranveer Singh at his best! This ad highlights the vibrant energy of Gen Z. Singh reprises his Gully Role with a fun and catchy rap. The ad displays a strong storyline which lives up to the terrific energy displayed by the actor in every frame. Tough to give it a miss and to not watch this commercial on repeat. ‘Bohot Hard’ indeed.

<strong>MAST</strong>

<strong>Brand</strong> -  Tanishq | The Superwoman

<strong>Agency</strong> – Talented

<iframe width="560" height="315" src="https://www.youtube.com/embed/nX_cHu8ljl4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

It is that time of the year when brands worship womanhood. Some hit the spot, some go overboard. This ad from Tanishq has a simple yet powerful message. While everyone in the society, including brands, often like to celebrate women for their multitasking skills, the reality is that they don’t wear a cape in real life. Superwoman is just a label, one that is overused.- Tanishq gets a super-mast from us for being candid and staying relevant. ‘Tis a great one to kick off Women's Day.

<strong>MEH</strong>

<strong>Brand</strong>– Slice

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This has to be the most boring attempt to flirt with a celebrity. Also, the line of thought of sexualising the humble ‘aam’ worked in a different era. Now, it’s just a waste of marketing money and a lot of aams. The spot was way less juicy and was flat through and through. We were particularly sad to see so many of everyone’s favourite fruit go to waste. This one definitely gets a Meh.

Mast & Meh: Cred, Thums Up, Pepsi, Savlon India, Tanishq, Slice

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>- Coca-Cola

<strong>Agency</strong>- Ogilvy India

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

F&B ads that successfully make your mouth water and crave for the product are usually considered good ads. Aren't they? This new spot from Coca-Cola is quick to grab attention and stirs an emotional response. By the end of the ad, you'll find yourself yearning for a swig of Coca-Cola. The ad stars Tiger Shroff who has been on board as the youth icon for Coca-Cola Zero Sugar. Shroff does his part well. The icing on the cake however is the background score from 90s Bollywood. “Hotho bas tera naam hai” adds nostalgia and some extra fizz to the spot.

<strong>MEH</strong>

<strong>Brand</strong>- SKINN By Titan

<strong>Agency</strong>- Supari Studios

<iframe width="560" height="315" src="https://www.youtube.com/embed/E2O2VWKCV-M" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The new spot from Skinn by Titan promoting their latest range, Skinn Noura, is not necessarily a bad ad, but it lacks novelty. The campaign aims to highlight how the right perfume can elevate everyday experiences to the extraordinary. But the visual representation of flowers in a perfume ad is an overdone concept. While the new range of perfumes is inspired by flowers, the ad fails to bring a fresh perspective to the table. Additionally, the background score is not catchy enough for retention and pales in comparison to the iconic Titan melody that has survived decades, generating great brand recall.  

<strong>MAST</strong>

<strong>Brand</strong>-  Amazon.in | Aaj kya Khareeda? 

<strong>Agency</strong>- OgIivy India 

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The new campaign from e-commerce giant Amazon India scores high on relatability. The brand's push to make consumers aware that they can find all their daily needs on its platform couldn't have been done better. Amazon establishes its product offerings clearly yet not in a commercial-y way. It's a light-hearted and simple script that hits the right spot. It checks all the boxes to be a Mast ad. 

<strong>MEH</strong>

<strong>Brand</strong>- Mountain Dew |  ‘Darr ke Aage Jeet hai’

<strong>Agency</strong>- Studio Simple

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Apart from the iconic tagline, everything about this commercial was meh. It felt like the brand rehashed an old script. A macho hero, a flying bike, an aeroplane, over-the-top stunts, haven't we all seen these action sequences multiple times before? The tagline can be re-visualised in keeping with modern times, adding more value to the brand. Do the new. 

<strong>MAST</strong>

<strong>Brand</strong>- Country Delight 

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

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The latest Country Delight ad campaign takes an emotional route to connect with consumers. The spot features a young man preparing tea, recalling how his mother would always claim to love black tea when he was young. The reality however was that she prioritised letting her children consume milk during their growing up years over enjoying a cup of milk tea. Now that the son has grown up and secured a good job, he wants to give his mother the best milk tea that he can afford. Here the brand's promise of best milk comes in while also promoting the brand's VIP membership. This one tugs at the heartstrings. 

<strong>MEH</strong>

<strong>Brand</strong>- Stayfree

<strong>Agency</strong>- DDB Mudra Group

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The Stayfree ad plays to the category codes therefore there are no surprises here except a fresh celebrity face (Kiara Advani). The ad shows Advani choosing to deliver bakery orders herself despite being on her period as the delivery boy bails on her. Her colleague points this out but she seems confident and secure because of the Stayfree napkin. We have seen many iterations of sanitary napkin advertising where the protagonist seizes the day despite being on her period and this latest one goes in that list. Nothing new and clutter or stereotype breaking. 

<strong>MAST</strong>

<strong>Brand</strong>- HK Vitals

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A celebrity endorsement which goes beyond the act of ‘show and tell’, explaining the product’s benefits with the help of a decent script is definitely worth the watch. HK Vitals’ recent campaign is one among them. The ad features Yami Gautam Dhar, who does a great job in playing her part. What scores the ad film a Mast is scenarios which gel well with her explanations heard in voiceover. This one’s a good watch. 

<strong>MEH</strong>

<strong>Brand</strong>- Mamaearth

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Another example of a lazy script that fully banks on celebrity endorsement. Shilpa Shetty’s presence in the commercial was of no real value except her face value. Moreover, the very act of Shetty introducing the product and signifying its benefits reduces the ad to just being a mere ‘show and tell’ exercise. The ad scores a Meh for us.

<strong>MAST</strong>

<strong>Brand</strong>- TOEFL 

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Every kid wants to exceed their parents expectations and make them proud. But that doesn’t always happen. Does it? TOEFL’s latest ad highlights this in a very comical way. A father is seen showing his son the photo frames of his ancestors with their test band scores written below it. The score gradually increase every generation, indicating that the son would finally fulfil everyone's dream of going abroad. But, his score ends up being lower than all others’. This is a nice and refreshing take on an educational spot. It gets a Mast from us. 



Mast & Meh: Coca-Cola, Amazon, Mountain Dew, Stayfree, 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> – Acko

<strong>Agency/Production</strong>  – Hungry Films

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Insurance brand Acko’s latest brand film has an unusual tone. It’s not a regular promotional piece. The brand pays ode to Mumbai, the city where the brand started its journey. That certainly is a different and interesting take. The spot is a virtual treat. In monochrome stills and motions, the campaign salutes the positive changes that the city has seen over the years – the budding sports culture you see at Shivaji Park, the colourful art projects at Sassoon dock, an evidently cleaner Juhu beach, and more. When you watch it, you feel wholesome. This is definitely a Mast watch.

<strong>MEH</strong>

<strong>Brand</strong> – Eicher 

<strong>Agency</strong> – Ogilvy India

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Concept-wise, this spot was interesting. However, it was long-winded for no reason. Also, it did seem unnecessarily preachy. Sometimes it’s important that brands keep it simple. We are certain that there are easier ways to promote trucks and buses. It was Meh because there was too much thought put into it for a rather vague result.  

<strong>MAST</strong>

<strong>Brand</strong> - Bausch + Lomb

<strong>Agency</strong> - Kinnect 

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Hilarity at its peak! As the ad begins to roll, it somewhat reminds you of another rather vigilant mascot. Be it the quality of milk, kheer, a new phone, or an outfit, nothing can escape the judgemental eyes of Sharma aunty. A very unique concept for a lenses commercial. What adds delight to the commercial is the way in which the reason behind her suspicion-filled mannerisms are revealed. Don’t give this a miss. If you hate wearing ‘chashma’, this one’s for you.

<strong>MEH</strong>

<strong>Brand</strong> - OLX Autos

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Initially, the commercial was turning out to be an interesting watch. The presence of actor Sharman Joshi also added an extra topping of fun to the commercial. However, the abrupt end was disappointing and felt flat. A textbook example of a poorly written storyline.

<strong>MAST</strong>

<strong>Brand</strong> - Federal Bank

<strong>Agency</strong> - Ogilvy India

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Amidst a barrage of campaigns emphasizing the importance of digital banking, Federal Bank's new campaign "Rishta Aap Se Hai, Sirf App Se Nahi '' focuses on human connection as well. At a time when normalcy is slowly returning to our lives with Covid-19 cases slowing down in the country, Federal Bank’s insight on providing tech services with a human touch comes across as a refreshing idea. While one ad shows a customer showing up at the bank to give her wedding invitation to a banker, the second one shows a GenZ customer striking a conversation with the bank representative and realising that human connection does matter. The campaign gets a thumbs up on both the idea and the execution.

<strong>MEH</strong>
 
<strong>Brand</strong> - Vivo

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

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It's been a while since a smartphone ad stood out. The new Vivo Y series ad seems to simply blend in as well. The campaign features Sara Ali Khan dancing and walking around holding the smartphone highlighting how it changes colour in different lighting. We have seen enough music videos from smartphone companies now that almost all ads look the same featuring different celebrities. There is a serious dearth of ideas when it comes to smartphone advertising.

<strong>MEH</strong> 

<strong>Brand</strong> - Lux Industries Limited

<strong>Agency</strong> - Yellow Beetle Films

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Lux Cozi has been endorsed by a wide range of celebrities, from Amitabh Bachchan to Varun Dhawan. However, for their new campaign "Yeh Nahi Toh Kuch Nahi," the brand made a conscious effort to challenge stereotypes and brought Jacqueline Fernandez on board. Despite the campaign's well-intentioned concept, the execution fell short. It appears to be a combination of sensuous and comic elements, resulting in a half-baked campaign. A Meh for execution.

<strong>MAST</strong>

<strong>Brand</strong> - Atomberg
 
<strong>Agency</strong> - Chlorophyll Brand & Communications Consultancy

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In its first ad campaign in February 2021, the twins Atom and Berg asked the question 'Why Not' and helped discover fire and the wheel. While those ads were created to build the brand, the second ad campaign that was recently released has a set of two hilarious TVCs. The twins are seen responding to inquiries from the Power department and the Tax department. These brief and very comical ads are engaging, piquing viewers' curiosity to learn more about the brand's products. A well-rounded, well-deserved Mast to the markers.
 

MAST AND MEH