In the Indian YouTube advertising space, the month of September was led by Samsung who, once again, occupies the premier position. The tech maker is followed by a mix of brands from various categories, some of the big names being Apple, Nescafe, Oppo, Britannia and others.
One major highlight of this leaderboard is that a lot of these advertisements are driven by brand ambassadors - be it the quirky Ranveer Singh or the fresh new pairing of Deepika and Vicky and others. Another pattern to be noted here (for a few of the campaigns) is the incorporation of the ever-successful formula of creative advertising with emotional storylines.
Here are the advertisements that generated the most viewership for the month for September 2018:-
• All the stats here are updated as on September 30th, 2018.
• Only advertisements launched in September of 2018 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.
1. Samsung Bixby Voice Assistant - #VoiceForever
Samsung is one brand that has always strived to push the boundaries and showcase their innovations in compelling stories. This advertisement is right up there amongst their best campaigns and hits you emotionally. The ad film is inspired by the real-life story of a patient suffering from Motor Neuron Disease (MND). As MND patients lose their ability to move and speak, Samsung and the 'Asha Ek Hope Foundation' (India's first registered non-profit NGO supporting people with MND) is developing the first personalised AI Voice assistant for the patient's young daughter, so that her voice can live forever.
The advertisement showcases the story from the lens of the priceless mother-daughter relationship. Considering the high emotional quotient of the advertisement, it has managed to garner more than 116 million views and stands at the pinnacle of the top YouTube advertisements of September in India.
2. The New Ciaz | TVC
#TheNewCiaz was launched last month and according to the brand, it is an extraordinary experience with a never before seen creation and the ultimate inspiration. The advertisement features Bollywood actor Ranveer Singh, who embodies the role of a designer and owns the car.
He is seen driving the car around along with shots of him being creative, professionally. Within that narrative, the car features are also highlighted. The advertisement has garnered more than 63 million views so far and stands on the second position of the top YouTube advertisements of September in India.
3. Apple - Apple's big news in 108 seconds
Last month, Apple did the usual major launch of its two new smartphones - the iPhone XS and iPhone XS Max with the biggest screen ever on an iPhone. It also completely redesigned the Apple Watch Series 4 with the biggest Apple Watch display yet and a new electrical heart sensor. The advertisement has the look and feel of a classic Apple advertisement with fast-moving texts and quick jumping shots. It explains all the new features in under two minutes and keeps your attention focused until the end.
As per the norm, the advertisement has a high-power electronic background score - a snippet of Odesza's song "Loyal". With more than 40 million views so far, this ad stands on the third spot of the top YouTube advertisements of September in India.
4. NESCAFé Cold Coffee | CHILL KARO Phir START KARO, featuring Disha Patani
For their cold coffee product, Nescafe went for a light treatment on their advertisement campaign. It features Bollywood actress Disha Patani stressed out thanks to today's social media frenzy and is depicted turning into some to the more popular internet memes making the rounds. She's suddenly offered a Nescafe Cold Coffee which allows her to chill and take a break from everything.
The meme factor of the advertisement added to its success as it has more than 34 million views and stands on the fourth spot of the top YouTube advertisements of September in India.
5. Parle Milano | Dark Choco Centre Filled Cookies | Pilates
In order to promote their Milano Dark Choco Centre Filled Cookies, Parle made a short and to-the-point advertisement. It features ex-Bollywood actress and Akshay Kumar's wife, Twinkle Khanna. She simply introduces the irresistible cookies by taking a bite from its "6 pack" with a pun on the term. Needless to say, mesmerising visuals of the cookie follow.
Despite being a short and simple advertisement, it has garnered more than 29 million views so far and stands on the fifth spot of the top YouTube advertisements of September in India.
6. KIT KAT | #BreakHaiBantaHai (EXTENDED FULL VERSION)
Kit Kat is perceived as a fun chocolate brand and this new ad campaign is along the same lines. It showcases, two female colleagues (Fatima Sana Shaikh and Sanya Malhotra) exiting a stressful client meeting. One takes out a Kit Kat to eat and their mood takes a turn as the duo break into crazy dancing all across the streets a European town.
With more than 24 million views, the ad stands on the sixth spot of the top YouTube advertisements of September in India.
7. Deepika Unveils Certified goStays by Goibibo
For the launch campaign of their Certified goStays service, Goibibo roped in popular Bollywood actors Deepika Padukone and Vicky Kaushal. The advertisement shows them at a wedding where they flirtatiously discuss hotel staying plans. The various features of the service like free Wi-Fi, early check-in etc. are playfully discussed with an interjection from the groom who states that prices start as low as Rs 999.
Considering these Bollywood actors have never been seen together before, the advertisement caught a lot of eyeballs and praise for their chemistry. The ad has garnered more than 23 million views and stands on the seventh spot of the top YouTube advertisements of September in India.
8. #OPPOF9Pro Starry Purple - The wait is finally over
OPPO recently launched a new smartphone the OPPO F9 Pro. It comes with the brands all-new VOOC Flash Charge and is available in a striking 'Starry Purple' colour option. According to the brand, the product is meant to encapsulate the wonders of the universe in a unique, artful approach - making it the new 'it' thing!
The advertisement shows the features of the smartphone with the emphasis on its colour, in a visually appealing manner. With more than 21 million views, the ad stands on the eighth spot of the top YouTube advertisements of September in India.
9. New MAGGI Special Masala Noodles
MAGGI is regarded as the most successful amongst all noodle products in the market. The brand strives to keep reinventing itself to make it even more appealing to consumers. This ad film showcases the quest of a young girl who goes all around the country and collects exotic spices along the way. Eventually, she ends up blending all those spices together into a special masala mix which gives birth to the Special Masala Maggi Noodles.
The colourful scenery and mouth-watering visuals of the Maggi preparation will keep you interested in this ad right to the end. With more than 21 million views, it stands on the ninth spot of the top YouTube advertisements of September in India.
10. #100SaalSe100SaalTak - The 100 years journey of Britannia
Britannia is an iconic household brand and in order to celebrate a hundred years of its existence, the brand launched a nostalgic ad film. The advertisement shows how the various Britannia products have been an integral part of daily life over the years and will continue to be so in the future as well. Toward the end, it also gives an overview of the various brand logo changes over the years.
With nostalgia touching various aspects of Indian lifestyle, the ad was bound to be a hit. This #100SaalSe100SaalTak ad film garnered more than 14 million views and stands on the tenth spot of the top YouTube advertisements of September in India.
(The author is co-founder and CEO at Vidooly, a YouTube audience development and analytics firm.)
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