Samsung convertible 5in1 refrigerator gets the highest audience engagement.
April had plenty of events, launches and ads trending. Ads have kept pacing faster to ensure they're the most viewed clips worldwide and thus, we get to see unique video content all the time.
The season's best market opportunities occurred around things like Avengers - Endgame pre-release promotions, Game of Thrones season 8, the ongoing IPL, general elections 2019 etc. Many national and international companies targeted the Indian market using these events as themes.
The top positions for the most viewed ads have mostly been phone launches. This shows that the Indian audiences approve of the gadget and tech-savvy revolutions happening.
• Only advertisements launched on YouTube in April 2019 are considered.
• The list does not include ads (about the video content) by other content provider platforms like Netflix India, Amazon Prime Video and Hotstar.
• The overall audience sentiment that is mentioned below each advertisement is based on the number of views, likes, dislikes, watch time, and comments.
• All ads are as per the tracking is done through Vidooly's advertisement search engine.
• All the stats here are updated on May 1st, 2019.
Listed below are the top 10 ads by Indian brands on YouTube for April 2019:
1. #makelifeconvertible with Samsung Convertible 5in1 refrigerator
The ad has a simple storyline with a husband calling his wife to ask about a fridge she ordered without his knowledge. The couple like bringing the best into their life and that is how they decided to get a fridge with specific features. As the ad reveals, we see the wife showcasing the features of the Samsung Convertible 5in1 refrigerator to her husband as she had planned to surprise him with it.
This is a very expressive and informative play which sends a clear message about the most recent, updated elements in the product. With 76 million+ views, this ad is the perfect example of informative advertising and thus bags the top spot on the list.
2. Here's our seven, OnePlus Seven series launch
Creativity in content provides extra mileage for promotions and advertisements. It attracts and makes the audience think, creating an impact. In this well-scripted ad, the brand showcases clips of things associated with the number seven - the Seven Wonders of the World, the world separating into seven continents, a prism that splits light into seven colours, and a player with the jersey number seven. It ends with the brand saying it is their turn and "Here's our seven". The ad stands second on the list with 36 million+ views and counting.
3. No more beard embarrassments, Philips BT3000 trimmer, Virat Kohli, Hindi
Here is a straightforward ad with a star influencer - Virat Kohli. The ad revolves around Virat offering his BT3000 Philips trimmer to a friend whose ordinary-branded trimmer fails to function before a party. The ad informs viewers about its 6x, long-lasting, Dura power-effective functioning and zoom wheel technology that makes it convenient for all.
Ads with relevant and influencing celebrities have the power to generate a good market for the offered product or service and Virat, with his famous good looks and sensible grooming, has all the required features for the ad. Philips India stands third on the list with over 35 million views.
4. Huawei P30 series is here
This showcases the internal science that goes behind the perfect flash and lighting in mobile photography trending on #RewriteTheRules of photography. It highlights the inner workings of the camera array featuring a periscope zoom and a Super Spectrum sensor for night photography.
Overall the ad is very much 'focused' on the handset's camera features, which seems like the most important element a buyer looks for in phone upgrades. Stressing on all the right points, the Huawei P30 series takes up the fourth position on this list.
5. Huawei P30 lite, ultra-wide triple rear camera, 32MP AI selfie camera
At times, keeping ads simple and short help. What goes into making it effective is the information it gives about the product and Huawei India has provided all necessary features of the phone in this ad.
The model in the ad takes photos using the AI-enabled camera that helps her create great selfies. It also shows how to capture clear images of picturesque places with the ultra-wide, triple rear camera. This is focusing on a market that is budget-centric but loves quality selfies. With over 29 million views, this advertisement is at the number five spot.
6. FreeCharge - Sirf app nahin appreciation
This ad is simple with its message of appreciating users with super deals, offers and cashbacks. The ad utilises the famous complaint of people who work hard without being appreciated for their efforts. A chef gets no praises for cooking well, but FreeCharge comes to his rescue with deals and offers to attract him to the app.
With digital payment and transaction apps trending, FreeCharge has enough competition yet manages to make it to this list with its short 11-second ad clip that garnered over 29 million views.
7. OPPO F11 Pro, Marvel Avengers limited edition
The final installation of Marvel's Avengers movie series titled Avengers- Endgame has got fans all around the world in a flurry. Cashing in is Oppo with its limited edition F-series smartphone. This marketing strategy urges customers to make quicker purchasing decisions as it comes with a sense of immediacy and exclusivity.
Keeping the fan base of the Marvel movie in focus, the company launched this ad showcasing the "super" features of the phone compared to the superpowers of the heroes in the film. Comparing moments with the phone to heroic ones in the movie, it encourages consumers to 'hold the power' in the form of a phone. This one-minute ad has above 29 million views putting it at the seventh post on the list.
8. KOOVS; palm spring, snake skate
The online shopping site encourages 'Squad goals', a pop-culture trend amongst the younger, fashion-centric groups. It has models posing in snake prints, bright denim and skate-style clothes that are considered the latest fashion.
It promotes brighter spring days with lighter layers for groups of people hang out by the pool and go on weekend trips. The ad is appealing and provides a clear message on their new range of clothes and their availability on the site. With over 28 million views the ad stands at the eighth spot on the list.
9. OPPO F11 Pro - Experience brilliant style, rising camera
OPPO India puts celebrity - Vicky Kaushal - in this ad. The influencer-celebrity is seen using the OPPO F11 Pro which has a new rising camera that captures great pictures in low lighting. The ad begins with a group of women complimenting the good looks of the phone that Kaushal owns and requests to have their photo taken. This ends with a witty move by the actor who asks the lady for her number to forward the picture.
The ad is flirtatiously made to flaunt the good looks and camera features of the phone. It utilises the actor's influencing capability and face value to promote the phone by comparing its features to his good looks.
10. KOOVS; step into summer style
Promoting fashion that makes a statement, KOOVS showcases models in their latest ruffle dresses, coloured denims, fresh spring whites collection, and other fashion trends for online shoppers.
The ad is informative and provides viewers with the knowledge of the new styles available on the website. It advertises their statement shades and chunky sneakers as well. The brand stands at the tenth spot with over 26 million views.
(The author is co-founder and CEO at Vidooly, a YouTube audience development and analytics firm.)