been absent this year, but the combination of business pressures on the category combined with a certain amount of creative fatigue seems to have taken a toll. Airtel’s follow-up campaign Jo tera hai woh mera hai was competent but seemed to rely too much on its predecessor to stand out on its own. Vodafone’s post-pug-post-zoozoos campaign featuring a crochety old man and a young teenager was just about average. Idea’s idea of cross-religious celebrations was, in keeping with its last few efforts, more than a little contrived. Its most recent Honey Bunny campaign, while executed with a degree of self-consciousness, 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