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And the best ad of 2018 is...
We asked a few creative heads to name their favourite ads of the year - one made by them, one by another agency and one non-Indian advert. Take a look at the mix.
The ads are listed in the format - one made by the creative persons themselves, one by another Indian agency and one non-Indian advert.
Kainaz Karmakar, Chief Creative Officer, Ogilvy India (West)
Kainaz Karmakar
From the work that we have created, the one that I am most proud of, is the water conservation film that my partner Harshad and I just completed for Hindustan Unilever. It’s called ‘The Shower.’ The film is already creating a conversation and we hope it will nudge the conscience of our society just enough to act on it.
Brand: Hindustan Unilever (HUL)
Agency: Ogilvy Mumbai.
This in my opinion has been one of the finest filmmaking that Indian advertising has seen. Even though the story is narrated in a lateral fashion, the visual drama, the haunting voice and the music hold you to the screen. I consumed the poetry through the subtitles but I can only imagine the impact it had on those who heard it in its original language. Above all of this, it made me feel for the river and I wanted to know more.
Brand: Reforest India
Agency: Early Man Films
This film blew my mind away. It has the power and the punch that all good short stories have. When you are watching the story, you are in the story. You want the father to drive the car faster. You are hoping they make it. In that minute and a half you go through all the emotions that the characters are feeling. The way the story, the cinema and the message come together, it deserves every award it has won and a hug from me.
Brand: International Committee of the Red Cross (ICRC)
Agency: Sra. Rushmore, Spain
Sudesh Samaria, CCO and co-founder, Dentsu Webchutney
Sudesh Samaria
#GenE or #GenerationEqual campaign for Flipkart was a movement started towards raising children in a gender-equal manner. The campaign took on gender stereotypes.
Brand: Flipkart
Agency: Dentsu Webchutney
"'Blink to Speak' by TBWA has been a winner at creative festivals across the globe, and India's first Titanium Lion. A simple idea brought alive in a way that makes a fantastic use case for it."
Brand: Asha Ek Hope Foundation
Agency- TBWA
"It's a big brand acknowledging and doing something about the relationship pet owners share with their pets. A simple idea with the product at the core of it, giving the user one more reason to order from BK."
Brand: Buger King
Agency: La Despensa
Rajdeepak Das, chief creative officer, Leo Burnett India
Rajdeepak Das
The ad portrays the story of Appu - a child's wish for education.
Brand: P&G Shiksha
Agency: Leo Burnett India
"What I like about the ad was the brand took a stand and the ad copy was nicely written too. The brand not only took a risk but also owned its segment of luggage and travel with the ad."
Brand: Samsonite
Agency: Autumn Worldwide
"It's less of an ad and more of a wake up call. It wakes you up and shows you the human truth."
Brand: Pernod Ricard Ruavieja
Agency: Leo Burnett Madrid
Manish Bhatt, founder director, Scarecrow Communications
Manish Bhatt
"We are in the 'kalyug' of technology. That's why our granny in the film is ready to serve us an Indian home remedy that's more than a century old - a cup of hot Wagh Bakri tea to cure our 'cold' and 'crisp' relationships," Bhatt says about the ad."
Brand: Wagh Bakri Tea
Agency: Scarecrow M&C Saatchi
"I think it is simple yet quirky. Reminds me our work on quikr. I noticed it when I watched it on TV. To the point & irreverent. Best thing is unpretentious and unpredictable."
Brand: Swiggy
Agency: Lowe Lintas
"I love this ad, because it shows artistic way how the product will change your world. Love the unpredictability and visual metaphor and treatment."
Brand: Apple Homepod
Agency: TBWAMedia Arts Lab
Rahul Jauhari, joint president and chief creative officer , Rediffusion Group
Rahul Jauhari
"My personal favourite is the campaign we did for Parle 20-20. A set of films that elevated the conversation from a cookie to progressive thinking.These were light hearted but made a big point. Of the lot, the Biriyani, Landlord or engagement ones are my favorites."
Brand: Parle
Agency: Rediffusion Group
"The ads are short, sweet, precise and I personally believe they have done well for the brand. There is no single film, the entire lot over the year are on brand and work."
Brand: Swiggy
Agency: Lowe Lintas
"Nike went with Colin Kaepernick saying, 'Believe in something, even if it means sacrificing everything.' It takes a brand real courage to put something like that out there and stand firm in the face of criticism and shoe burning. It works because it is Nike and consistent with everything the brand has done and said over the years."
Brand: Nike
Agency: Wieden+Kennedy
