It is the second month of the year and here we are with a brand new leaderboard of the most watched Indian video advertisements on YouTube. Just like in January, the top 10 this time around also has a healthy mix of Food & Beverage, BFSI (Banking, Financial Services and Insurance), e-Commerce and smartphone brands. However, unlike January when most of the entries were just TVCs, the leaderboard this time has three digital focused videos with social awareness and inspirational themes.
- All the stats here are updated until March 1, 2017.
- Only advertisements launched in February of 2017 are considered.
- The overall audience sentiment that is mentioned below each advertisement is based on - number of views, likes, dislikes, watch time and comments.
Here are the top 10 video advertisements by Indian brands on YouTube for the month of February:
10. Buy a Home Aasana by OLX
At number 10 we have the TVC by OLX showcasing its home buying/renting features. The ad is quite crisp with a runtime of just 15 seconds but has received quite a few dislikes; most probably because of wrong audience targeting.
9. Pay with your Mobile | Airtel Payments Bank
Months have passed since the announcement of demonetization in India but a lot of people are still facing issues with getting their hands on physical currency. This TVC by Airtel has a catchy jingle, 'Cash problems?' in the backdrop and showcases the benefits of opening an account in Airtel Payments Bank.
8. Chali Hawaa Mastaani by Center Fresh
'Chali hawaa mastaani' is a campaign that was originally conceptualised by Ogilvy & Mather and launched in 2015 by Center Fresh. This latest ad is a new addition to the same campaign. You can't help but remember the close-up ads after watching this though!
7. Pepsi Thi, Kaun Pi Gaya?
This ad was conceptualised by JWT and was first used in cinemas and digital platforms before being launched on TV. The underlying theme of the video reflects Pepsi's brand spirit of living a spontaneous life. Set in a football locker room with hip-hop inspired music in the background, it looks more like a commercial made for American TV. However, the ad has been very well received with over 6.4 million views and 20,000 likes on YouTube.
6. "Code It Possible: Natarajan's journey begins" by Google
It is no secret that tech giants like Google and Facebook consider India as one of their most important markets today. The exponential increase in smartphone penetration in India in the last couple of years, coupled with a steady improvement in the quality of data infrastructure has made the country the focal point of their growth plans. That's why, they've been constantly coming up with initiatives to educate the people of the country with the latest developments in technology, to make their digital transition smooth.
This ad is a part of Google's Code it possible initiative that is aimed at making India a global hub of high-quality mobile developers. Through the initiative, courses are offered by its partner universities and training centers of the National Skills Development Corporation (NSDC). The 2 minute video tells the beautiful story of how Natarajan built an Android application to help kids with developmental disabilities communicate easier.
5. OPPO A57
OPPO Mobiles - the new sponsor of the Indian cricket team is one of the fastest growing smartphone brands in India right now. They have been aggressively marketing their phones in the country and their latest TVC showcasing the A57 model is at number 5 this time with over 7 million views.
4. #MyMomentOfPride by HDFC Life
Sitting at number 4 is the ad by HDFC life with over 7.2 million views. Conceptualised and created by Leo Burnett, the heartwarming story revolves around a young, protected girl who transforms into an independent entrepreneur.
3. #MaaMaane Dettol Ka Dhula
Conceptualised and created by Reckitt Benckiser, #MaaMaane Dettol Ka Dhula is a campaign that was originally launched in 2015. The 1 minute 25 second video clocked over 7.4 million views in February and is at number 3 this time.
2. #KindnessIsCashless by VISA
#KindnessIsCashless is a campaign that was conceptualised by BBDO India and launched in December last year following the demonetisation drive. The two-and-a-half-minute video tells the story of how a young college student teaches his teacher to go cashless.
Demonetisation was almost like a cultural movement in the country with constant debates about the benefits and disadvantages of the initiative. This campaign by VISA taps into this debate but only celebrates the good that happened because of the drive.
1. #ReleaseThePressure by Mirinda
Just like summer blockbusters, Mirinda ads have always been colourful and light hearted. This is probably the first time that the PepsiCo owned brand has touched upon a serious socially relevant issue. Strategically released weeks before the beginning of board exams across the country, this thought provoking campaign appeals to everyone - especially parents - to support and motivate the children during this stressful time-period.
Created and conceptualised by BBDO India, the video has been beautifully shot by acclaimed director Shoojit Sircar. It was really well received by the audience and clocked over 19 million views just in February. It is in fact still going strong with over 22 million views as of today.
(The author is product marketing manager at Vidooly, a YouTube audience development and analytics firm.)