of socially aware advertising,” says Josy Paul. GE’s branding stresses on adding a human connect with machines, and their ad for the Diagnostic Scanner stretches this concept further. If cancer does not discriminate and affects everyone — rich or poor, young or old — GE’s unprejudiced technology paves the road to hope. Though this ad didn’t go viral, the message of hope was too good for us not to add it to our Top 5.
Tanishq remarriage Lowe Lintas
In the aftermath of the Delhi gangrape, 2013 became the year when women’s issues found a voice — from the social media to the mainstream. When National Creative Director Arun Iyer and his team at Lowe Lintas began to brainstorm for Tanishq’s new collection, they realised they needed to do something bold. Their ad shows a dusky woman getting remarried with all the frills of Indian weddings, including the saat pheras, and with her little daughter among the guests. The woman realises that she has made the right choice when her new husband reaches out to her daughter in a unique way. The ad, reflecting a new level of gender equality, went viral within days and tapped into India’s larger conversation.
IDBI Bank – Friendship Ogilvy & Mather
Children are a common trope used by advertisers to attract eyeballs and mindspace, but this one by IDBI gets it right. It taps into nostalgia and is among the shortest ads we have featured on this list. In its four spots, the ads feature different children, who are friends because one of them has stood up for the other through a tough time. Warm and fuzzy, it reminds us of our earliest friendships.