By Mehul Gupta
2024 was a year of advertising innovation and crazy experiments where some were really unexpected, some received serious trolling. But amidst this clutter, a few campaigns truly sparkled, leaving a lasting impact. So let me share my top picks.
Orange: WoMen’s Football/The Bleues’s Highlight
Orange’s campaign for the Women’s World Cup was a stroke of genius. Addressing the elephant in the room (or should I say stadium), they definitely made the right conversations happen, while also highlighting the fact of the right use of advertising platforms to drive social changes.
It has to be Heinz
Heinz, a brand synonymous with tradition, surprised us with their playful and modern campaign. By reimagining everyday objects as Heinz products, they managed to stay relevant and capture the attention of a younger audience. It was a bold move that paid off, proving that even iconic brands need to evolve.
Badtameez Karan
Do you know someone named Karan? Most likely you do. Built on a very simple insight of Karan being a common name across India, Amazon MX Players’ campaign for their show ‘Karan Badtameez Hai’ definitely needs a mention in this list. A simple idea led to a nationwide chatter socially, connecting thousands of Karans. This one managed to influence the nation to question every ‘Karan’ across the corner, while making the show’s launch a hit. All this without harming any Karan in the process.
JCDecaux: Meet Marina Prieto
I loved how JCDecaux humanized their B2B campaign using a simple person’s life as the hero of the campaign. Instead of focusing on dry statistics and corporate jargon, they introduced us to Marina Prieto, an everyday grandma, a real person with only 28 followers. Igniting the fire of curiosity through outdoor advertising her Instagram posts across the country, JCDecaux proved that just sharing her story across subways created a rippling impact, making Marina an influencer overnight, highlighting the importance of the advertising medium.
The author is co-founder and CEO, SoCheers. Views expressed are personal and not necessarily those of financialexpress.com.