seems to come from a fresher place and looks poised to do well. Tata DoCoMo might have missed the mark with Ranbir Kapoor as an old man, but its ‘incomplete stories’ effort was significantly better; its problem, of course, is to settle on a brand idea that has any resonance with consumers, otherwise it finds itself living from campaign to campaign.
The category that seemed to be coming into its own, at least in terms of visibility, was that of the various internet start-ups that, flush with valuation-backed funding, have populated our screens with great gusto. The most consistent performer here, in terms of advertising, has been Flipkart; the idea of kids acting as adults might by itself not be a creative breakthrough, but the executions have been charming, and thanks to its consistency and visibility, the campaign has delivered some sense of coherence to the brand. For the category as a whole, of course, coherence is the one quality that has remained remarkably elusive. The typical advertising in this category tends to be exaggerated to the point of being somewhat unhinged; prime examples being the trying-so-hard-that-it-bleeds attempt by Quikr featuring Bob Biswas and the decidedly strange offering dished out by Godaddy.com. Salman Khan’s presence made a ham-handed Yatra.com campaign worse. Untethered by having to cater to too many ground realities, internet and e-commerce start-ups seem to reside in a world of their imagination. The pressure to be whimsical makes for some very uneven creative output; 2012 was certainly a great illustration of this aspect.
Some of the better work this year included Cadbury’s on-going campaign—though less distinguished than last year’s effort it continued to move along a very clear and well-defined trajectory. This year the quality was less consistent, but there were winners like the ‘in-laws, outlaws’ commercial featuring a young couple talking on the sidelines of a wedding, and the one where a wife tells her husband she is pregnant. The Cadbury’s Milk Shots campaign that featured Anurag Kashyap looking for appropriate people to cast in a new film worked well, although the same could not be said of another