Best ads of the week: Durex opens 'rainbow' doors, Shaadi.com scoffs at dating apps
Here ares some spots we loved in Week 2 of July
Smart ads rarely tug at the heartstrings, and vice versa, or so we are told. The truth is that a deftly crafted ad campaign can do both with equal finesse. And nothing illustrates that point more than the campaigns we saw in Week 2 of July.
The week was packed with ads with their hearts in the right place. They had compelling narratives, strong messaging and clear communication – all the things we love in a good ad.
Last week, we saw brands like McDonald’s, Timex, College Dekho and Oswaal Books with their creative spots.
In Week 2 of July, Cipla, Durex, ITC Mangaldeep and Shaadi.com have made it to the list of best ads.
Cipla
Cipla’s insight for its new campaign for its analgesic ointment Omnigel came from slice-of-life moments when pain strikes unexpectedly in midst of joyous moments. The ad shows relatable moments stitched into a montage of pain with a booming message: “Aapki Khushi Ko Dard Ki Nazar Na Lage.” Despite the underlying theme of aches and pains, the ad has managed to bring a smile on our faces.
Durex
There’s a pressing need to create safe spaces for children at schools in India and educate teachers about gender dysphoria. Durex took up the challenge by conceptualising the “Rainbow Classroom” campaign. Along with VML, Durex teamed up with students, teachers, school bodies and government officials to create courses to educate educators on gender identity issues. The accompanying campaign film focuses on the plight of one such student who can’t feel safe at school due to lack inclusive bathrooms, etc.
ITC Mangaldeep
While there is no one way to approach spirituality, everyone has conversations with God. ITC Mangaldeep’s new ad by Ogilvy India celebrates this unique connection by encouraging each person to find their own way of communing with God.
Shaadi.com
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In the world of dating apps, be a Shaadi.com. At least that’s what the matrimonial platform’s latest ad seems to imply. In a veiled jab against dating apps, Shaadi.com pokes fun at the frivolous nature of modern day dating that rarely culiminate into anything serious. While the ad is a grave social commentary, the hilarious and clever execution set its apart. The ad has been conceptualised and executed by Moonshot.
