brand from the stable, Oreo, which is too cutesy for its own good. In the case of Oreo, one senses the heavy hand of international campaign formats lurking somewhere in the background.
Tanishq was another brand that did some consistently good work; the wedding gift and the solitaire commercials in particular, use a simple idea to exceedingly good effect. The depiction of a taciturn husband displaying affection for his wife in a gruff understated way was executed flawlessly in both cases. The idea of making jewellery conversational without losing out on its specialness is a delicate task and the brand has managed it well. In the media space, The Hindu scored with some telling comments on the dumbing down of the media discourse; in this category, Mumbai Mirror had a powerful campaign that featured a lot of angst ridden Mumbaikars but it might have been a case of advertising overselling the product. The IPL campaign was spectacularly mounted and took the cricket-as-entertainment idea to new heights. Kurkure is another brand that has maintained a consistent tone of voice. It took its ‘tedha hai par mera hai’ zaniness to an interesting place this year with its ‘tedhi mummy idea’ with the perfectly cast Juhi Chawla. The idea of a mother releasing her children from the pressure of expectations while being released herself was a powerful one; it helped that it was delivered in such a branded way. Kurkure is a brand that has used a brand ambassador really well and done so year on year.
In terms of the misses, Vespa lost a golden opportunity to signal its iconic status by doing some forgettable and thoroughly unstrategic work. For a brand with that kind of residual power to come back into Indian lives with such a whimper was a waste of great potential. The most controversial campaign of the year would have to be 18 Again, a vaginal tightening gel. While the advertising, though well executed, tried its best to pretend that it was marketing something routine, the nature of the product itself legitimately caused outrage.
It looks as if advertising is waiting for