Best ads of the week: Swiggy Instamart’s Rakhi tie-up, Greenpeace’s race to end plastics
Here’s a roundup of all the commercials we loved in Week 3 of August
At e4m, we love a good ad that not only tickle our funny bones but also makes us think. When Rakhi Sawant had us laughing and thinking in equal measure this Raksha Bandhan, we knew that her Swiggy Instamart ad was destined for our weekly ad hall of fame.
We were also delighted by Jackie Shroff’s self-aware ad for ZEE’s Sa Re Ga Ma Pa as he takes on a couple of judgemental bullies.
Here’s our roundup of all the ads we loved in Week 3 of August.
Greenpeace
Plastic pollution is an undeniable reality and requires bipartisan acknowledgement, irrespective of one's politics. Taking this thought forward, the global campaigning network Greenpeace released an ad where world leaders unite in a race to end plastic pollution.
In a bid to put pressure on governments to take the Global Plastics Treaty seriously, global campaigning network Greenpeace has released an ad that imagines world leaders in a race to end plastic pollution.
The 75-second ad by the creative agency We Are Social aims to shine the spotlight on the Global Plastics Treaty negotiations set to take place in Busan, South Korea in November 2024. The ad shows politicians running a marathon, dodging numerous obstacles such as lobbies and fossil fuels.
The ad shows world leaders representing countries like India, Great Britain, Canada, USA, South Korea and Germany vow to stop only at Busan where the negotiations will be held.
JSW
For Independence Day, JSW paid respects to the colour blue and its importance to India. While the tricolours of Green, Saffron and White are strongly connected to India, Blue also plays a significant part in India’s identity. The ad shows a bunch of school children playing a game of finding the colours in everyday objects. As the game progresses, children find ways to celebrate the colour blue through different objects in the classroom, indicating its inextricable connection with India’s national identity.
According to Russell Barrett, CCExpO, TBWA\India, “This is the third year running that JSW Paints has produced a film celebrating Independence Day. This year we decided to disrupt in a whole new way, by celebrating the colour blue in the ‘tricolour’. The film dramatises the colour blue in a surprising and unexpected way. Recognising it as a colour of many achievements and bringing it into focus allows us to introduce a beautiful and unique thought to this years’ Independence Day celebrations.”
Zee Sa Re Ga Ma Pa
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Jackie Shroff took self-awareness to an all-new level, when he starred in Zee Sa Re Ga Ma Pa’s ad. The actor trolls himself by revisiting his disastrous behind-the-scenes viral video of Pulse Polio campaign and even lampooning his penchant for carrying potted plants around.
He urges the ones who love to nitpick and gossip to use their judging skills for a worthy cause – picking contestants on Sa Re Ga Ma Pa’s Instagram page. In another video, he is seen brushing off unsolicited singing critiques from his neighbours, asking the audience to focus their judging skills on the audition videos posted online instead.
"The idea behind ‘Sahi Jagah Judge Karo’ initiative is to heighten audience involvement and empower them to become an integral part of the show right from the auditions phase of Sa Re Ga Ma Pa. As we present India’s longest running singing reality show in an all-new avatar and with new mentors and fresh voices, this is our way of including and engaging with our audiences from the get-go. Jackie Shroff’s bindaas attitude and earthy sense of humour set the perfect tone for this fun campaign, ensuring that viewers will enjoy this unique and interactive experience," said Mangesh Kulkarni, Chief Channel Officer, Zee TV.
Swiggy Instamart
Swiggy Instamart’s mission to make Rakhi happy this Raksha Bandhan made us a little sentimental. The ad showcases the vulnerable side of the iconic Rakhi Sawant who is known for making people laugh with her social media histrionics. Unbeknownst to everyone, even Rakhi has a soft side as she urges viewers to remember her on Raksha Bandhan.
Rakhi expresses her gratitude to Swiggy Instamart, saying, "Swiggy Instamart wale kitne sweet hain," and how the platform has given her the chance to design adorable rakhis that customers can send to their siblings, along with special messages. She then adds, "This year, include me in your celebrations too, after all, I’m your sister too, right?" The film concludes with the message, ‘Make Rakhi Happy And Make Rakhi Happy!’, and Rakhi Sawant saying, ‘Happy Rakhi from Rakhi and Swiggy Instamart.’
Speaking about the film, Mayur Hola, VP, Marketing at Swiggy said, “Rakhi Sawant has always been known for her quirky and bold persona, but perhaps the real Rakhi has a wholesome and real side of her. And on rakhi (the festival), the real Rakhi is perfect to partner with for us. The idea is to playfully address how Rakhi, who once captured the media’s constant attention, feels a bit overlooked, especially on a day named after her. The campaign gives her the spotlight in a heartfelt way. To make celebration more wholesome, consumers can also enjoy Rakhi Sawant-curated rakhis and deliver personalised wishes to their siblings through Swiggy Instamart.”
KITKAT
Our fast-paced lives have muddied the concept of a break. Often, breaks are interrupted by work calls, notifications, tasks and social media. Our minds are rarely at rest, constantly buzzing with distractions. KITKAT—whose central proposition is "Have a Break, Have a KITKAT"—reclaimed the meaning of a break with its new campaign, urging people to disengage. Titled “Break par sirf break,” the ad film samples the iconic Queen song “I want to break free.”
What makes the ad unforgettable is the mind-boggling "human mesh" of over 50 people, representing the many distractions during break time.
Commenting on this partnership, Rupali Rattan, Director, Confectionery business, Nestlé India, said, “KITKAT has always championed breaks and with this new campaign, we are focusing on the importance of taking good quality breaks with KITKAT. Encouraging youth to truly disconnect on their breaks and what better endorsement than by Queen’s ‘I want to break-free’ song title”
