The month of June was dominated by the "big three" of the Indian retail market - Myntra, Amazon and Flipkart - as they generated more than 35 million total views for their summer campaigns.
Kotak Mahindra Bank's unique approach at showcasing their digital bank account service worked perfectly as they secured the top spot in June 2018's most viewed advertisements for their campaign #IndiaInvited. Tech brands like Vivo, Motorola and Samsung launched their respective products whereas Kit Kat's #MyTravelBreak proved how easy it is for one can make a viral video using YouTube 360 and feature unique travel destinations in India.
Here are the advertisements that generated the most viewership for the month for June 2018:-
All the stats here are updated on June 30th, 2018.
• Only advertisements launched in June of 2018 are considered.
• The list does not include ads (about the video content) by other content provider platforms like Netflix India 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.
1. Unveiling Kotak 811 "#IndiaInvited" - with Superstar Ranveer Singh - Kotak Mahindra Bank
For their new digital bank account service, Kotak took a slightly different approach to its advertising. They roped in Ranveer Singh to talk about discrimination that exists in our very diverse country. Kotak 811 is a digital bank account that can be opened by any Indian, anytime. 811 won't judge you based on your gender, ethnicity, religion or physical appearance. It's fair, equal and open to anyone.
They used a dedicated hashtag - #IndiaInvited - to spread the message that not everything in India discriminates. The profound message of the campaign led to its immense popularity, putting it squarely at the top of the list of most watched ad in India for June with more than 20.1 million views on YouTube.
2. Samsung Galaxy S9+ Sunrise Gold Edition
Samsung has always ensured grand campaigns for its new product launches. Their latest product, the Galaxy S9+, comes with a reimagined camera, sound and display all fitted neatly into a brand new shade of Sunrise Gold, for those who want to break the norm of traditional smartphone colours.
In this advertisement, Samsung showcases this new edition of the Galaxy S9+ in a very crisp and visually appealing manner. However, the brand does not discuss the product's features at all, instead, it only focuses on the new Sunrise Gold colour option. With more than 16.1 million views on YouTube, it stands on the second spot of the top advertisements in India for June.
3. Myntra EORS Prices have been revealed - Create your wishlist now!
Ever since Myntra launched the 'End of Reason Sale' it has been a big hit with customers. From 22nd June to 25th of June, Myntra kick-started its EOR Sale by revealing the discounted prices and urging customers to start making their wishlists.
The ad featured Hrithik Roshan promoting his HRX brand while the rest of EORS campaign dealt with a lot of other products. This short and to-the-point ad garnered more than 16 million views on YouTube and stands third on the list of the top advertisements in India for June.
4. Peter England: The Shirt Stories
Peter England introduced its new collection, priced at Rs 999 and above, with a new advertisement filled with magic supercuts. The ad shows a man purchasing a Peter England shirt by inserting money into his computer and pulling the shirt out from the website... right off the screen!
Another scene shows the same individual making a shirt out of a heap of raw cotton. In this campaign, Peter England has focused on the new collection's low pricing as well as the fact that it is a homemade cotton collection made by their small farmers. With more than 14.9 million views on YouTube, it stands on the fourth spot of the top advertisements in India for June.
5. Kit Kat #MyTravelBreak - Munnar 360° Video
Kit Kat launched a new campaign called #MyTravelBreak by showcasing a few unique travel destinations in India on its packs. This advertisement lets you experience breathtaking Munnar like never before with scenic 360° sights and sounds of the locale. It doesn't talk about the product at all and focuses only on the destination that is Munnar with high definition visuals and sharp sounds to give audiences a relaxing experience. With more than 14.3 million views on YouTube, it stands on the fifth spot of the top advertisements in India for June.
6. Where Does Shraddha Shop From? - Flipkart
For their new campaign, Flipkart is focusing on promoting their fashion category, specifically. In this ad, they roped in Shraddha Kapoor who is seen advising a dance contestant to go to Flipkart Fashion to purchase fashionable products which give off the celebrity appeal. Just like their other campaigns, this advertisement also features kids in grown-up avatars. With more than 11.7 million views on YouTube, it stands on the sixth spot of the top advertisements in India for June.
7. Hello Moto G6. Hello You. - Motorola
Motorola has launched the sixth generation of its Moto G product series known as the Moto G6. It has been designed keeping the consumer in mind. It comes with features like an 18:9 Max Vision display, creative camera system, sleek design, Turbopower charging, moto experiences and much more.
The advertisement for this product is short and to-the-point as it talks about the features with supporting visuals. With more than 11.4 million views on YouTube, it stands on the seventh spot of the top advertisements in India for June.
8. Amazon Fashion Wardrobe Refresh
When Amazon comes up with a sale, it's always huge. This month, Amazon launched a Fashion Wardrobe Refresh Sale from 21st to 24th June which was not focused on wiping out their old collections, instead, it was created to attract customers to their new collections with discounts and cashback offers.
The advertisement featured Bollywood actors Yami Gautam and Saqib Saleem donning fashionable clothes from the new collection available on Amazon. With more than 8.3 million views on YouTube, it stands on the eighth spot of the top advertisements in India for June.
9. Vivo X21 | Unlocking Made Simpler
With their new product, the Vivo X21, the brand introduced India's 1st In-Display Fingerprint Scanning smartphone. It lets you unlock your phone in a flash and leaves everyone else behind! They took an objective approach to showcase this feature in their advertisement by simply comparing the unlocking features of other smartphones with the Vivo X21.
It showed people struggling to unlock their phones using face recognition and the standard sensor-touch option. While the one using Vivo X21's in-display fingerprint scanning feature unlocks the phone without a hassle. With more than 8 million views on YouTube, it stands on the ninth spot of the top advertisements in India for June.
10. SBI Life - Father's Day - #PapaHainNa
On the occasion of Father's Day, SBI Life released an advertisement to showcase the importance of a father in a child's life. The ad features the kind of relationship a son has with his father from providing support, showing the road ahead and eradicating fear; it has it all.
The ad is emotional in nature and that's heightened further with the lyrics of the meaningful background score. With more than 7.4 million views on YouTube, it stands on the tenth spot of the top advertisements in India for June.
(The author is co-founder and CEO at Vidooly, a YouTube audience development and analytics firm.)
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