Best ads of the week: Crocs steps it up with Orry, Aditya Birla celebrates 'Kaarigari'
Ads we loved in Week 4 of August
Reviewing ads is always exciting because of the sheer variety that comes through each week—from thought-provoking spots to funny films, there's always something new to enjoy.
In Week 4 of August, we saw a diverse range of ads. Some relied on the star power of celebrities like Karan Johar, Orry, and Vedang Raina, while others used evocative storytelling to leave a lasting impression and boost brand recall. Regardless of the approach, these ads made a significant impact on viewers. Here are some of our favourites.
Aditya Birla Group
Aditya Birla Group’s Indriya has brought out a new collection that reinvents age-old favourites such polki designs and Kundan work. In an ode to celebrate the collection’s exceptional craftsmanship, the brand has penned a love letter to its “kaarigari” in the form of a digital film.
It takes viewers on a mesmerising journey through the brand’s latest collection. The voiceover speaks from the women’s perspective as the equate their admiration of the jewellery collection with falling in love.
Shantiswarup Panda, Head of Marketing, at Indriya describes the film: “A story that starts with the deep love that our customers have for jewellery and goes on to bring to the fore our artisan’s love for the jewellery and the passion behind the creation. This story is a tribute to the rich tradition of Indian Kaarigari, celebrating both our artisans' artistry and our customers' love for fine jewellery.”
Anytime Fitness
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The fitness industry is full of charlatans that target people’s insecurities by offering them quick-fixes and other wellness-related snake oils. To poke holes in such gimmicky marketing techniques, Anytime Fitness launched its new campaign to encourage people to look at sustainable and realistic fitness routine that leads to long-term health benefits.
“Our new campaign is about stripping away the noise and reminding people that fitness is about more than what’s being sold to you—it’s about what you do for yourself. We don’t need bold claims or exaggerated promises—our members’ results speak for themselves,” he added.
Crocs
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Despite many writing him off as a flash in the pan, Orry has stubbornly held on the attention of Indians who clearly haven’t had their fill of the boy wonder. In Crocs’ newest, the social media star has teamed up with Karan Johar for the footwear brand’s #CrocsSquad campaign.
Despite the social media hate and mockery, Orry and Johar are influential celebrity figures who doesn’t let the “haters” get in their way of being their most authentic selves. Both are revered by their fans for being unapologetic themselves. Crocs has stepped it up by roping in both in its newest digital film.
Mitali Sharma, VP Production at Kulfi Collective, comments, “We are thrilled to partner with Crocs India on this campaign, featuring the cultural icons Karan Johar and Orry. Their unique synergy and impeccable comedic timing have allowed us to craft a narrative that is both hilarious and engaging. This campaign is designed to resonate deeply with the Gen-Z audience, showcasing Crocs as a fundamental element of their individualistic style."
Reliance General Insurance
The well-known trope of the squabbling siblings is used ad nauseum in ads during Raksha Bandhan. Reliance General Insurance’s TVC for the festival highlighted the other side of sibling dynamics in its new ad, showing how brothers and sisters can also stick up for each other, especially against parental wrath.
The brand also integrates this trope with Reliance General Insurances features and positions itself as a reliable sibling who always has your back.
Jitendra Hirawat, Director, SoCheers Films, said, "When we talk about Raksha Bandhan, we immediately resonate with our sibling bonds and the playful banter. We crafted a heart-warming ad film that captures a relatable sibling moment, mirroring the familiar bond we share with them. By subtly integrating Reliance General Insurance's services, we draw a parallel between these small acts of care and the brand’s commitment to supporting its customers throughout life challenges."
Sprite
Everyone needs to unwind at home after a long day, yet the demands in the form of from social commitments to responsibilities become a thorn in our side. During such times, the promise of one’s favourite drink chilling in the refrigerator becomes a soothing thought. Sprite’s newest ad film by Ogilvy stars Vedang Raina who turns to the beverage when faced with unavoidable, and potentially annoying, moments that are part of the fabric of daily life.
Ritu Sharda, Chief Creative Officer at Ogilvy India (North) said, “Sprite has always understood the pulse of the youth. This film captures the everyday annoyances that college students face, symbolised by the weight of a backpack. It represents the stress and burdens they carry throughout the day. Sprite steps in as the perfect way to unwind, turning those end-of-day moments into something truly refreshing and rewarding."
