Best ads of the fortnight: JioMart finds the heart of business, Frooti goes quirky

What a blessed fortnight we’ve had in the adland with some very interesting ads rolled out. With IPL in full swing, advertisers have been going all out by bringing out some creative campaigns, starring popular actors and cricketers. In this edition of the Best Ads of the Fortnight, we take stock of some of the ad campaigns that wowed us between April 1 and 15 -- be it JioMart with its insightful take on doing business in India or Frooti with their "tiny world" aesthetics. As per usual, they have been arranged in alphabetical order.

Frooti


Parle Agro teamed up with global design giant &Walsh (then Sagmeister & Walsh) in 2015 for its beverage brand Frooti. As part of the rebranding exercise, the brand and the agency crafted the “miniature world” of tiny humans that became a form of “visual language” for the mango beverage brand. The brand recently revisited the style for IPL with a campaign starring Alia Bhatt and Ram Charan. The candy-coloured aesthetics coupled with the zany tagline “Sipitta, Drinkitta, Lovitta” makes this one worth remembering.

JioMart

JioMart’s heartfelt ode to the retailer-customer relationship is memorable and impactful. The brand worked on the insight that businesses in India are ruled by the heart more often than we’d like to think. Through this four-film campaign, the brand revisited the human element of transactions even in the age of ecomm.

Tiago.ev

There are ample reasons to opt for electric vehicles. Tata Motors’ Tiago.ev gives us plenty more with its “Why go.ev” campaign. FCB Ulka conceptualized the brand’s latest campaign for IPL, centred on the quirky yet practical benefits of driving an electric vehicle. The 15-second spots are witty and straightforward with simple messaging.

Swiggy

When it comes to creative ads, Swiggy rarely misses the mark. The brand’s recent campaign for its “Match Day Mania” offering has been crafted especially for the IPL season and stars acting powerhouse Neena Gupta. The ads curated by Mind Your Language! shows how courtroom lingo like “order” and “offer” creates chaos and hilarity.

Rigi 

Reminiscent of Dream11’s campaign centred on cricketers who want to be actors, Rigi’s films show how MS Dhoni copes with being a content creator, dabbling with YouTube. The ace cricketer seeks advice from established creators like Tanmay Bhatt, Kusha Kapila, Sharan Hegde, and Gaurav Taneja. The ads hit the spot with the right mix of humour and quirk. Dhoni’s comic timings also merit a special mention