Best ads of the week: Cadbury makes moments never made, Goibibo steps up for bros

The festive season has pulled up on us, and any ad watcher knows it’s the best time for commercials. Brands put on their creative caps to crank out topical commercials.

With Raksha Bandhan around the corner, we’ve seen some great commercials centred on the whole spectrum of sibling relationships from love to rivalry.

In Week 2 of August, while brands tugged at heartstrings with their take on sibling dynamics, some brought in the mandatory quirk factor. The week also teased some Independence Day campaigns.

Here are the ones we loved:

Cadbury Celebrations

Not all epic sibling moments get captured on a camera. To fix this problem, Cadbury launched a unique campaign for Raksha Bandhan titled #CreatingMemoriesNeverClicked where users can reimagine sweet memories with AI and get these “photographs” printed on a Celebrations box.

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “There are albums and albums of pictures filled with special memories of siblings growing up together in every household. But still, some of these special memories often go unclicked. At Ogilvy, we believe in creating work that beautifully blends strong cultural insight with new-age technology, making it super relevant. So, this Rakhi we transformed the iconic Cadbury Celebrations box into a canvas that helps brothers create those unclicked moments which we always cherish. Making the Celebrations box almost like a time machine that helps siblings go back in time and create a moment never clicked as the most special gift this Rakhi for every sister.”

Goibibo

On its 15^th birthday, Goibibo steps up for its “bros” with the promise of a party. The “GoibiBRO” campaign bolsters its promise with its tagline, “Is saal party tera bro dega.”

Raj Rishi Singh, Chief Marketing Officer at Goibibo, stated, "Our 15th anniversary is a significant milestone, and we wanted to celebrate it in a way that resonates with our customers. The 'goibiBRO' campaign is our way of thanking them for their loyalty. We’re hosting the party, ensuring our customers feel valued." 

The Man Company

The Man Company brought in a woman’s perspective on what it means to grow up with a brother. The playful rap composition by Kraantinaari puts a familiar spin on brother-sister dynamics full of inside jokes and jibes.

"We're celebrating the real, unfiltered sibling experience with a modern twist,” said Jatin Luthra, AVP-Marketing at The Man Company. “This rap is more than a catchy tune; it's a tribute to the inside jokes, playful jabs, or unspoken understanding that define the beautifully chaotic brother-sister relationships.”

Myntra

The Kapoor siblings—Arjun and Khushi—shared screen space for the very first time in Myntra’s new Raksha Bandhan ad campaign. The two showcased their sibling bond through a fun banter on what to wear for the festival.

Ira G, CCO, Toaster, said, “Sometimes we forget that we are the only country and people that celebrate the brother-sister relationship with Raksha Bandhan. The attempt really is to nudge people to make Rakhi as special as it deserves to be with dressing up and special rakhis and unique gifts on Myntra. And Arjun Kapoor as the harrowed brother, getting his dressing and gifting wrong and combining him with Khushi Kapoor as his diva younger sister was super authentic and fun to this end.” 

Sunfeast

A common grouse with modern advertising is the lack of mascots that create instant recall and emotional connection with the brand. That’s why Sunfeast needs applause for its anthropomorphic chicken and cow characters in its new film for Egg and Milk Biscuit. The mascots add a dollop of fun, and light-heartedness to the endearing ad film.

SAMCO Securities

SAMCO Securities’ commercial for its latest feature showcases an unusual conversation between a man and his deceased daadu in the form of a shraadh crow.

Suyash Khabya, Chief Creative Officer at The Womb, says, "Options Trading is complicated. Its advertising shouldn't be. We kept it simple yet 'unignorable' by drawing on Indian culture—a grandson conversing with his Dadu, who is a crow. This creative approach aims to engage traders and highlights the benefits of Options B.R.O. We've always enjoyed creating ads for SAMCO, and it shows in our work."

Tata Tea

Tata Tea’s latest ad for Independence Day took viewers through an epic post-independence journey of India, marking all the big historical milestones that have far-reaching effects on the country today. From Punjab’s Green Revolution that made India self-sufficient in grains to Delhi’s 1982 Asiad Games that popularized colour TV, Tata Tea’s #DeshkaGarv-PradeshKiKala campaign aims to evoke a shared pride in the country’s journey.

Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, said, “True to being ‘Desh Ki Chai’, Tata Tea Premium has always catered to diverse taste preferences and has been celebrating India’s rich culture and pride. This Independence Day we are thrilled to launch the #DeshKaGarv - Pradesh Ki Kala collection, beautifully captured through regional art forms that evoke collective pride. This campaign not only provides consumers an opportunity to own a piece of history but also see smiles on faces of kids as 100% of proceeds from this exquisite collection will be used to sponsor meals for the underprivileged, in collaboration with The Plated Project.”