A witty tongue in cheek ad by Ogilvy and Mather featured a mother-daughter duo and an unlikely third guest. An old woman dressed in heels, oversized sunglasses and chunky earrings (and a sari.)
The ad is by Ogilvy, Pidilite's creative agency for over 30 years and Piyush Pandey mentioned that it was the brand's take on the 3Rs - reduce, reuse and recycle. This isn't the first time we've seen a senior citizen grace the screen in a quirky avatar, recently.
Earlier this year, in the midst of the heat of the World Cup, Pepsi found a new brand ambassador, who even made an appearance in Pepsi's world cup fan anthem.
Charulata Patel is the octogenarian lady who was spotted cheering for India during the India-Bangladesh match. Post the match Virat Kohli and Rohit Sharma - sought her blessings, and ever since the video and images went viral.
Pepsi wasted no time in seizing the opportunity to ride on the new-found popularity of Charulata Patel, the cric-freak granny and the videos of her blowing the vuvuzela at the stadium. The brand roped in the 87 year old for its #HarGhoontMeinSwagHai campaign for the ICC World Cup 2019 season.
And it wasn't just Pepsi. Amul also paid its tribute to the octogenarian, in their own unique way.
Similarly, in July this year, Vodafone announced the return of the internet-savy Asha and Bala in a new ad campaign that saw the duo running their own restaurant together. The campaign was conceptualised by Ogilvy and Mather.
Apart from the latest campaign, the real-life couple from Chennai has featured in nine Vodafone TVCs and four digital films so far. The award-winning Bharatanatyam-dancing duo has been a part of Vodafone's #TheFutureIsExciting campaign from November 2017.
We also saw more senior citizens in funny situations in Swiggy's 'Match Day Mania' ad campaigns that ran in April earlier this year. One of the ad features two old men who are contemplating an experiment with Mexican cuisine
Another ad featured an older, married couple. In this ad, we see the husband has ordered a sweet treat for himself on Swiggy but is afraid of the repercussions when his wife answers the door instead...
Another ad featured an old man who accidentally sends a mass invite for a match screening to the wrong WhatsApp group and his wife has to figure out how to organise for food for all of them...