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Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.

<strong>MAST</strong>

<strong>Brand</strong> - Greenlam Industries

<iframe width="560" height="315" src="https://www.youtube.com/embed/9V32GnE3k_k" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The brand taps into the emotions of concern, empathy and innocence which makes this campaign stand out. The child protagonist Suganaa realises that trees could soon be extinct and her father’s job as a carpenter would thus, be affected. What follows next is very heart-warming. The ad talks about the present poor condition of the environment, which does make you ponder in what way we too can be like Suganaa. Definitely scores a Mast in our books.

<strong>MEH</strong>

<strong>Brand</strong> - Blue Tribe

<iframe width="560" height="315" src="https://www.youtube.com/embed/KjDz4nYCrK4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The spot is quite beautiful and has a calming effect through the background music which works in sync with the supporting visual. The ad could have easily scored a Mast if the concluding part stressed more on the benefits of plant based meat, spoke more of the brand and did justice to the presence of the star couple Virat Kohli and Anushka Sharma who seemed to be silently eating like there's no tomorrow. A dull turn on the right path.

<strong>MAST</strong> 

<strong>Brand</strong> - DhanHQ

<strong>Agency</strong> - Spring Marketing Capital

<iframe width="560" height="315" src="https://www.youtube.com/embed/4pXvXkESCX8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Thursday's are sacrosanct for traders as their trades expire on the day. This fact was the base of the new campaign for online stock trading platform DhanHQ. The spot features a trader who receives a call from the love of his life who is moving cities. She wishes to meet him one last time but on a Thursday. The ending is funnily unsurprising with the trader choosing the markets over love! A highly relatable ad for a platform that is targeting traders in the country. A 100 percent recommended Mast watch.

<strong>MEH</strong> 

<strong>Brand</strong> - Adidas Originals 

<strong>Agency</strong> - Errikos and House of Pixels

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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/CnysG7mIfKj/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by The House Of Pixels (@thehouseofpixels)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

The key idea of Adidas Originals’ new campaign is that the price of originality is the disruption of old codes. However, in the ad this deeper insight is merely reflected by the endorser (Ranveer Singh) drinking coffee in a champagne glass, being hyper pop in a jazz place and sporting glitter sweatpants instead of matte clothing. This campaign could have been done in a more insightful manner. Perhaps brands should start focusing more on their offerings rather than the celebrity endorsing them.

<strong>MAST</strong>

<strong>Brand</strong> – Stoa

<iframe width="560" height="315" src="https://www.youtube.com/embed/Q8Q1wwRsbuk" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Degree or no degree? That is the question. It has always been a belief that having a degree from a reputed institution is a half way journey to a good career prospect. Is that entirely true though? That is the perennial debate in the corporate world. Online B-school start-up, Stoa’s recent ad is a clever play on words. A doctor informs the patient’s family that the latter has suffered second degree burns. Unexpectedly, the family erupts into celebration as the patient has received a ‘second degree.’ The ad is a great satire that’s plays well to an old Indian stereotype. This one sailed itself to the MAST shore.

<strong>MAST</strong> 

<strong>Brand</strong> - Sleepwell

<strong>Agency</strong> - Sideways 

<iframe width="560" height="315" src="https://www.youtube.com/embed/qWZgs5rYjGM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe> 

In our opinion, this film is a clutter breaker. You wouldn't imagine a mattress brand trying to make you laugh out loud. This ad has everything in the right amount. The cast perfectly delivers the brand’s message, the sequence of events add more fun elements to the film and the brand's gifting offering is well narrated both from the script and product point of view. If there was ever a commercial that ticked all boxes, it is undoubtedly this one. A MAST watch. 

<strong>MAST</strong> 

<strong>Brand</strong> -  Kurkure Playz | Khao aur #HalkeMeinLo

<strong>Agency</strong> - Leo Burnett 

<iframe width="560" height="315" src="https://www.youtube.com/embed/SHq3Rd1ezbc" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

This one again is a super fun commercial. It has an unusual flavour that works well for the brand. The theme #HalkeMeinLo successfully reaches out to consumers that the snack brand is targeting. The writing is clean and is very Gen Z-esque. It has a balance of product push and entertainment. Here's one for your Mast playlist. 

Mast & Meh: Adidas Originals, DhanHQ, Stoa, Sleepwell, Greenlam

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.


<strong>MAST</strong> 


<strong>Brand</strong> - Future Generali | Dog Health Cover

 
<strong>Agency</strong> - MullenLowe Lintas Group 


<iframe width="560" height="315" src="https://www.youtube.com/embed/ngvzYQA8rGU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Here's a category breaker both in terms of product and advertising. The insurance brand has rolled out a commercial for its Dog Health Cover product. It's real and relatable to all the pet parents out there. The campaign line, "good dog can make bad decisions" is on point, real, and, at some level, funny too. It's a good watch. 


<strong>MEH</strong>


<strong>Brand </strong> - Shaadi.com | Matchmaking ka naya revolution


<iframe width="560" height="315" src="https://www.youtube.com/embed/CXZXoVxn1hU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

We're all for founders rolling up their sleeves and getting into every aspect of building a brand. But, maybe it's time to rethink the trend of founders appearing in their own brands' ads, either as themselves or, like in Anupam Mittal's case, as a superhero matchmaker. Shark Tank may have helped hone founders/CEOs' acting chops, but not creative chops, it seems. We're not swiping in the right direction on this spot. And the only thing that needs rescuing in this case is the actual commercial and not the couples.  


<strong>MAST</strong>


<strong>Brand</strong> – Amphere Vehicles


<strong>Agency</strong> – Famous Innovations


<iframe width="560" height="315" src="https://www.youtube.com/embed/BxcFiWHm4ZU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>


Ampere Vehicles “Har Gully Electric” ad for their EV scooter “Primus” catches your eye for multiple reasons. It has a very catchy anthem sung by rappers namely MC Altaf, EPR Iyer, Siri, Yungsta, and Killa K. There is both Hindi and local languages in the anthem to appeal to a wider audience while stressing on why we need electric mobility. This one stands out amidst the banal EV advertising clutter.


<strong>MEH</strong>


<strong>Brand</strong> – Univest


<strong>Agency</strong> – SuperCorp


<iframe width="560" height="315" src="https://www.youtube.com/embed/oEU1VdNu67M" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>


Univest ad will instantly remind you of Harshad Mehta’s character of TV series called Scam 1992. The stockbroker (played by actor Pratik Gandhi), known for his aggressive investment style, makes an appearance in the ad. Gandhi and his alter ego (who mimics the character) discuss the difficulties of stock market investing.  His alter ego ends up convincing him to try Univest. But the long explanatory dialogues can be difficult to comprehend  especially to new investors that this ad is likely targeting.


<strong>MAST</strong>


<strong>Brand</strong> - Bandhan Bank


<strong>Agency</strong> - Leo Burnett Orchard


<iframe width="560" height="315" src="https://www.youtube.com/embed/nvC6huQX0Ds" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>


Is having a song, a long story to tell or grandeur always necessary to make an ad work? No right. Some ads sometimes just click without any of it.  It’s mostly their simplicity that works wonders for them. This new spot from Bandhan Bank starring Sourav Ganguly is an example of a simplistically done campaign that does its jobs of delivering a message without being long, redundant, cringe or boring. The ‘Jahaan Bandhan, Wahaan Trust’ campaign emphasises the ‘trust’ that the brand has been able to earn in a span of seven years. In the film, Ganguly is seen reminiscing the days when he wasn’t a star and there were only a few spectators at the ground, drawing a parallel with the Initial days of the bank. He talks about building trust and how it takes time to grow. Overall the ad is a pleasant watch.


<strong>MEH</strong>



<strong>Brand</strong> - Asian Paints



<strong>Agency</strong> - Ogilvy India


<iframe width="560" height="315" src="https://www.youtube.com/embed/vQnO2cCO8uo" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>


The new spot from Asian Paints promoting their Asian Paints Ultima Protek offering where Ranbir Kapoor is playing a contractor and a magician is too much drama and fails to create an impact or convey a message. It advertises the product all right but fails to impress with its weak script that can be categorized as cringe content of sorts. This is definitely not one of the best attempts from the brand that has delivered incredible campaigns in the past. 


<strong>MAST</strong>


<strong>Brand</strong> - Reliance Digital | Technology Se Rishta Jodo


<strong>Agency</strong> - L&K Saatchi & Saatchi 


<iframe width="560" height="315" src="https://www.youtube.com/embed/k3EON0bBh9Q" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>


Heartwarming is the apt word for this commercial. As you watch it, every frame shows the effort the protagonist Rashi puts in preparing a meal and satisfying the expectations, be it of her children or the friends she hangs out with. What stands out in the advertisement is her attempt at adapting to technology and moving along with the changing times. This ad truly scores a Mast for a relatable story that's well told. 


<strong>MEH</strong>

 

<strong>Brand</strong> - McDonald’s India | Chicken Big Mac ke saamne har Big Name bhool jaaoge!

 

<strong>Agency</strong> - DDB Mudra


<iframe width="560" height="315" src="https://www.youtube.com/embed/qvM02CH2fiM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>


“What was the ad trying to say?” We thought at the end of this watch. The commercial, which features cricketer Virender Sehwag, highlights the brand’s new offering, ‘Chicken Big Mac’. As the commercial begins to roll, its attempt to create an urge to taste the new Big Mac through a series of humorous incidents does not really cut through. Plus, Sehwag seems like an addition to hide a weak script. This one gets a big McMEH.



Shark Tank judge Anupam Mittal's superhero fail to McD's, Asian Paints, Bandhan Bank: Mast & Meh this week

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.


<strong>MAST</strong>

<strong>Brand</strong> - Pidilite

<strong>Agency</strong> - Sideways 

<iframe width="560" height="315" src="https://www.youtube.com/embed/Eu_Dg5FZ5fA" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

2023 has indeed opened with a bang with a host of commercials highlighting fresh ideas. Pidilite’s commercial by Sideways, which released on December 21 left us spellbound at all levels. The ad does a good job at keeping viewers anticipating and wondering throughout with the help of its unique and out of the box storyline. What scores the ad film a thumbs up is the clever inclusion of humour and highlighting the aid that the product provides to the convict without the addition of unnecessary drama which could have deviated from the storyline. A great one to watch. 

<strong>MEH</strong>

<strong>Brand</strong> - Sofit India

<strong>Agency</strong> - Not mentioned

<iframe width="560" height="315" src="https://www.youtube.com/embed/OZ1OP6LvB08" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Sofit's recent ad features actors "fit and fab" actors Disha Patani and John Abraham. Patani expresses frustration for not being able to find a hook-step of a dance sequence for a show. As the ad film progresses, it does arouse an interest to continue watching. But, while Patani found her hook step eventually, this spot didn't quite leave us hooked. Watch to find out why. The ad scores a Meh but it had the potential to get a thumbs up.

<strong>MAST</strong> 

<strong>Brand</strong> - AIS Windows 

<strong>Agency</strong> - Enormous Brands 

<iframe width="560" height="315" src="https://www.youtube.com/embed/r-1f4TMmRK4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

When you watch this 35-seconder, you will feel hopeful about advertising. It's entertaining and engaging right from the beginning. It is visually funny which makes you curious. There are almost no words tied into the film. Moreover, the climax is just pure genius. We never thought watching a commercial for a noise-canceling windows brand can be this fun. The amount of creativity cleverly infused in such a short commercial left us stumped. This one gets a super Mast from us. 

<strong>MAST</strong> 

<strong>Brand</strong> - Smallcase 

<strong>Writers</strong> - Devaiah Bopanna, Tanmay Bhat, and team 

<iframe width="560" height="315" src="https://www.youtube.com/embed/YhljKOoEh2w" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

It's not the first time we have seen ‘kidults’ featuring in Indian ads. However, what makes this spot fun is the script and the product integration. It has everything that a good ad should possess - clean writing smartly leading into the brand proposition, and humor in just the right quantity. It ticked all boxes. A great watch indeed. 

<strong>MAST</strong> 

<strong>Brand</strong> -  Red Label

<strong>Agency</strong> - Ogilvy India 

<iframe width="560" height="315" src="https://www.youtube.com/embed/NYWMSyuQLNk" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Red Label’s new campaign continues on the larger narrative of connecting strangers over a cup of time. In the new ad, an old lady is seen making special efforts to bring tea for attendants of patients at a hospital who spend hours waiting at a stretch. The heartwarming campaign reaffirms the idea of kindness and places the product right in the centre of the story seamlessly. This is another gem from the brand. A genuine Mast watch in our opinion.

<strong>MEH</strong>

<strong>Brand</strong> -  Rungta Steel TMT Bar

<strong>Agency</strong> - Cineyug

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Rungta Steel’s campaign is a classic example of how to NOT use celebrity endorsers. The new ad features Bollywood celebrity couple Alia Bhatt and Ranbir Kapoor discussing how strong the brand's steel bars are. Bhatt is seen mumbling about why the brand is superior throughout the film. It's boring and repetitive and without any recall value. Nothing new and interesting under the sun. The creativity here is certainly not as strong as steel.  

<strong>MAST</strong>

<strong>Brand</strong> - Zomato

<strong>Agency</strong> - In-house

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Aren’t we all fans of deconstructed food? The chef dismantles the ingredients and focuses on the core taste. Sounds absolutely sublime, doesn’t it? This new ad film from Zomato is sort of a deconstructed one where the creative team is narrating the idea of an ad which is super funny by the way and in the process creating a great ad that delivers the message just right. A hilarious spot from Zomato. We're glad haters didn’t find a controversy in this one. 

<strong>MEH</strong>

<strong>Brand</strong> - Nexus Malls 

<strong>Produced by</strong> - Corcoise. <strong>Directed by</strong> - Prasoon Pandey

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Full marks on getting an ambassador (Amitabh Bachchan) that has a huge reach and influence along with brand value, and a legacy production house plus legendary ad film director. However, a little extra effort in terms of putting together a watchable ad would have been great for this new film from Nexus Mall. The 50-seconds spot is a vanilla ad where Bachchan is seen saying nice things about the product that he is endorsing. Waste of a brand ambassador as big as senior Bachchan. The only colour we're feeling right now is blue after witnessing it. 

<strong>MAST</strong>

<strong>Brand</strong> - Lenskart

<strong>Produced by</strong> - Shakun Batra and Joust Films 

<strong>Writers</strong> - Tanmay Bhat, Puneet Chadha, Devaiah Bopanna, Deep Joshi and Vishal Dayama

<iframe width="560" height="315" src="https://www.youtube.com/embed/3L85pDZQz_U" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

When you think of over the top drama, an eccentric fashion sense, a love for designer wear and an iconic pair of eye glasses, Karan Johar is bound to pop up in one's mind. For someone known to not shy away from spending huge sums of money on glitz and glam, one wouldn’t typically expect him to wear anything less than an unjustifiably expensive designer brand. In this ad by Lenskart, we see KJo trying to reach the founder of Lenskart, Peyush Bansal to argue about the very low prices of their eyewear. He argues that though the designs and quality are great, he cannot be seen wearing anything that costs lesser than one lakh rupees. Cheekily incorporating the fact that Lenskart uses no middlemen hence, the low prices. A very clever premise with the appropriate use of both a celebrity and the founder of the brand. Make sure to not miss this one, it is one lakh percent a Mast watch.



Mast & Meh: Lenskart, Zomato, Smallcase, Red Label, Pidilite, Sofit India

Mast & Meh: Doritos, iQOO, Vim, Instagram, Iodex, Britannia, Ferns N Petals

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.

<strong>MAST</strong>

<strong>Brand</strong> – True Elements

<strong>Agency</strong> – TBWA India

<iframe width="560" height="315" src="https://www.youtube.com/embed/OhHQXR9Sf1c" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/-K4XIyA7qLs" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This is a snappy ad campaign. It’s crisp and makes for a sharp sales pitch. There is some use of ASMR in the film which seems to be the new shiny toy for food brands these days. Honestly, we don’t mind it. It gives the film some flavour and zing. The 10-seconder is built on the premise of honesty and is clearly showcased in the way the brand is positioning and promoting its products. A lot of creativity for such a short time duration. We’re all for it. Unarguably, a Mast addition to our list. 

<strong>MEH</strong>

<strong>Brand</strong> – Bajaj Geysers

<strong>Agency</strong> - McCann Worldgroup India

<iframe width="560" height="315" src="https://www.youtube.com/embed/KUnzf2Ym8lU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Watched it once, incomprehensible. Watched it twice, still very incomprehensible. The first time around, half way through we thought this was a commercial for a popular malt drink brand. Leave us a comment if you thought so too. When we re-watched it for the second time, we realised that this ad is very interchangeable. From cement to pipes to beverages, any brand could simply add their logo and make it theirs. This ad really lacks direction. Moreover, it is boring and preachy for no reason. Definitely not worth spending time on. That’s why, this ad scores a ‘meh’ in our books. 

<strong>MAST</strong>

<strong>Brand</strong> - Byju’s

<strong>Agency</strong> - In-house 

<iframe width="560" height="315" src="https://www.youtube.com/embed/v2FYW8lyNjI" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Every choice that we make and ambition that we undertake is with the hope that it would someday, manifest into reality. Keeping that in mind, what a spectacular ad film from Byju’s this is. Visually and culturally rich, the commercial offers glimpses of Kerala’s Chenda Melam (a cylindrical percussion instrument) and Karnataka’s Bhootha Aradhane (a ritualistic folk dance). What is really captivating about this film is its message to not give up on hopes and dreams and to never put a stop to learning. Moreover, this film instills hope that someday, India will create history with football too like it has with cricket. A spectacular concept, beautiful presented by Byju’s. We urge everyone to give this one a watch. 

<strong>MEH</strong>

<strong>Brand</strong> - Macho Sporto Thermals

<strong>Campaign</strong> - Kaise Kategi Sardi

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“What did the ad want to convey?” “What is the hidden meaning behind the ‘Ab kat jayegi’ statement?” This one really left us scratching our heads. Initially, hopes were high as the ad opened up with Sheeba Chaddha, who never fails to impress viewers with her comic timing. But, the spark of the commercial starts to dim as it progresses. This ad was just plain boring. Celebrity power is no longer the only asset for a brand to promote its product. A tighter script and an interesting storyline could have served as a lifeboat. As it stands, this one is a total Meh. 

<strong>MAST</strong>

<strong>Brand</strong> - Platinum Guild International (PGI) – India

<strong>Agency</strong> - 22Feet Tribal Worldwide

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<iframe width="560" height="315" src="https://www.youtube.com/embed/wltxOECB-jg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This new campaign truly shows what companionship means in today’s world. Platinum Guild International (PGI) – India presents two real life scenarios where male protagonists, subtly crushing stereotypes and societal norms, show up for their partners with a sense of equivalence. In the first TV ad, a young man is seen allaying his partners fears because of the age gap between them. The other spot shows another young man all set to welcome his mother-in-law to live with them. Progressive and open in their narrative, these ads set the benchmark high for new age relationships. A thumbs up for this one! 

<strong>MAST</strong>

<strong>Brand</strong> – Tanishq

<strong>Agency</strong> – Talented

<iframe width="560" height="315" src="https://www.youtube.com/embed/lSZQHDhvVP0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This subtle yet beautiful campaign from Tanishq brilliantly captures what real meaningful partnerships looks like. The film opens with a soon-to-be married couple heading towards the girl's house. Visibly concerned about her parents' health, she talks about how her parents will manage on their own once she shifts to live with the in-laws after the wedding. In the following frames, the man surprises her by buying an apartment right below her parent’s place and then proposing to her. The film breaks the stereotype that only women have to adjust and leave everything behind post marriage. This one deserves an applause for its theme. 

<strong>MAST</strong>

<strong>Brand</strong> - Google

<strong>Agency</strong> - Talented 
 
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‘Aloo confused’ after watching this ad? We surely were. Is it an ad for a packet of potato chips? Moreover, why is Google promoting potato chips? It’s not. In the most innovative way, Google personified a packet of potato chips as a smartphone. The packet of chips did some pretty un-chips like things. What a unique ad! Google wanted to promote its new G2 chip used in the new Pixel. The music used too, played to our emotions aptly. Supremely misguiding but superbly executed advertisement. What a concept! Hats off to the agency, Talented and Google for this one. 




Mast & Meh: Byju's, Google, Tanishq, True Elements, PGI India

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.

<strong>MAST</strong>

<strong>Brand</strong> - Cadbury 5 Star

<strong>Agency</strong> – Ogilvy India, Mumbai

<iframe width="560" height="315" src="https://www.youtube.com/embed/ErpPVNvD330" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

We think this is one of the smartest advertising campaigns to have come out in 2022. The brand lived up to its tagline and did nothing for the campaign. It just simplified its logo into a graphic of five stars. That’s about it. While other brands go all out advertising in-apps, 5 Star’s design strategy will remind all users about the brand every time an app asks them for a rating on the scale of 5 stars. Basically, every app, in a way is an advertisement for 5 Star without an intention to being so. Sometimes brands really don’t need to do much to grab consumers’ attention.

<strong>MEH</strong>

<strong>Brand</strong> – Bournvita, #FaithNotForce

<strong>Agency</strong> – Ogilvy India, Mumbai

<iframe width="560" height="315" src="https://www.youtube.com/embed/36SDHEwSA_U" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The core of this campaign was powerful. However, the execution of it was forced. The brand transformed the Bournvita jar, found in every household and forced it to become something they weren’t destined to be- a toilet cleaner jar, an egg box, tissue paper box, a glass cleaner bottle, a ketchup bottle, a soap box, a cooking oil bottle. Reminding parents to give their children the choice to do what they want. The film, which looked like a social experiment, seemed as if it was created as a case study for an award show. Even if we could put all of this aside, for a brand that has created impactful ads over the years, this one was a total miss. We say that because it overemphasised a point way too much. #FaithNotForce is what even we would like to remind the brand and agency.

<strong>MAST</strong>

<strong>Brand</strong> - Amazon Pay

<strong>Campaign</strong> - #AbHarDinHuaAasan

<iframe width="560" height="315" src="https://www.youtube.com/embed/XX-UyhLU1YM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Let’s be honest. Since digital payment gateways have become the new way forward, life has never been this blissful. The ease and comfort of digital payments via Amazon Pay has been aptly captured in this musical campaign #AbHarDinHuaAasan. Right from Amazon Pay being beneficial to a shopkeeper and a rickshaw driver to adding value in terms of accounting and bookkeeping. The ad scores a Mast for adding freshness to the category.

<strong>MEH</strong>

<strong>Brand</strong> - Pepsi

<strong>Campaign</strong> - ‘More Fizz, More Refreshing’

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Did Salman Khan’s presence add fizz to the ad or did it just fizzle out? That’s the question that constantly hammers our brains after watching this commercial. As the ad opened with actor Varun Mitra and his onscreen partner at a Pepsi diner, interest along with the curiosity to want to know what would happen next, was piqued. As soon as Khan passed the glass of chilled Pepsi to Mitra. In our opinion that was predictable and reflected lazy writing. Brands are still fixated on the impact of celebrity-power rather than valuing power of strong content.

<strong>MAST</strong>

<strong>Brand</strong> – 82°E

<strong>Agency</strong> – Spring Marketing Capital

<iframe width="560" height="315" src="https://www.youtube.com/embed/zd0Aqzu5vls" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

How does one define self-care? It could be allowing yourself to sleep five minutes longer, pushing yourself to follow an exercise routine or simply relishing your favourite food. That’s what the latest campaign of Deepika Padukone’s new skincare brand 82°E depicts. It’s a visual collage capturing women practising everyday self-care rituals while also caring for their skin. The film evokes a sense of calmness and serenity that leaves you feeling relaxed. This is a great start to introduce a brand and its message. A definite Mast in our books.

<strong>MEH</strong>

<strong>Brand</strong> – Mamaearth

<strong>Agency</strong> – In house

<iframe width="560" height="315" src="https://www.youtube.com/embed/fVSNBoEmedE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Winter season is upon us and we are already being inundated with cold creams and lotion ads. Mamaearth’s new ad for Honey Malai Cold Cream plays to the category codes. Bollywood actress Shilpa Shetty Kundra is seen talking about the ingredients and how the brand is toxin free in typical fashion. Nothing new under the sun. It is just another boring winter cream ad.

<strong>MAST</strong>

<strong>Brand</strong> - Marico

<strong>Agency</strong> - WPP

<iframe width="560" height="315" src="https://www.youtube.com/embed/QaWVrxVYf4w" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Marico’s flagship initiative, Parachute Kalpavriksha Foundation launched a new campaign to pay tribute to India's farming communities. The spot narrates how the company sees a nurturer in every farmer. The beautiful images and videos from across the green fields and picturesque landscapes of India along with a soothing voiceover does the magic for this ad film. Simplicity in implementation without diluting the narrative of the brand’s message makes this ad a sure shot Mast for us.

<strong>MEH</strong>

<strong>Brand</strong> - ICICI Direct

<strong>Agency</strong> - NEXT by Rediffusion

<iframe width="560" height="315" src="https://www.youtube.com/embed/q4NT1pBh_RY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This spot from ICICI Direct promoting their new Algo Trading feature is confusing. There is no proper explanation on what the feature is and how it helps consumers. For the uninitiated, the ad would be difficult to decipher. A better script could have done more justice to the product.


Mast & Meh: Cadbury 5 Star, Bournvita, Pepsi, 82°E, Amazon Pay, Mamaearth

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.

<strong>MAST</strong>

<strong>Brand</strong> – Swiggy

<strong>Agency</strong> – In-House

<iframe width="560" height="315" src="https://www.youtube.com/embed/P3thg44q9k0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/Y-nqsM9XGaE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Warning. These brand films will make you hungry. Extremely hungry! Food and grocery app, Swiggy has hit the right note using ASMR as a medium of communication in its recent ads. These mukbang videos have no quirks, no story but we bet you will watch them till the end. In video one, viewers get to see one person eat a meal from McDonald’s; in the other one, we see someone enjoying a large feast of just different types of chaat for three minutes straight. The sound of fries in a bag lathered with peri peri mix, the crunch of the sweet and spicy pani puri and the large gulps of the incredibly sweet and delicious strawberry milkshake will force viewers to open the Swiggy app and order food, irrespective of the time of day. We think it’s a good strategic move and a different communication approach adopted by the brand that indulges in memes for marketing. This series of ads checks every flavour on our palette and playlist.

<strong>MEH</strong>

<strong>Brand</strong> – Licious

<strong>Agency</strong> – Tilt Brand Solutions

<iframe width="560" height="315" src="https://www.youtube.com/embed/qarp4QwCbss" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Technically, there is nothing wrong with this commercial. It’s funny in bits. The set up and script treatment is okay too. However, the point that the brand is trying to make and equate got us confused. The core message got lost in translation. It’s so long-winding that it forces us to end this review with a face-palm emoji. That’s all.

<strong>MAST</strong>

<strong>Brand</strong> - Polycab

<strong>Agency</strong> - Ogilvy India

<iframe width="560" height="315" src="https://www.youtube.com/embed/wEFqw30mNdA" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Polycab's latest campaign is a perfect example of how to weave an interesting story to create product recall in a category which is extremely dry. The spot centres on a dedicated father who wants his daughter to succeed. He builds a badminton court where she can practice without the restriction of time robbing away the daylight. Of course, he uses Polycab wires to light up the entire court and surprises his daughter who seems over the moon with her father's thoughtful gesture. This one warmed our hearts.

<strong>MEH</strong>

<strong>Brand</strong> -  Mamaearth

<strong>Agency</strong> - Momespresso

<iframe width="560" height="315" src="https://www.youtube.com/embed/nmWpOAtL60c" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The only interesting aspect of this new campaign by Mamaearth is the fact that it features the company's founders - Varun and Ghazal Alagh talking about their personal experience in finding the right products for their children. This lends more credibility to the new range, CocoSoft targeted at baby skincare solutions. Otherwise, like all other baby product ads, it is a typical category specific boring script. Nothing new under the sun.  

<strong>MAST</strong>

<strong>Brand</strong> - Dollar Industries

<strong>Campaign</strong> - Thand ka weapon

<strong>Agency</strong> - Lowe Lintas

<iframe width="560" height="315" src="https://www.youtube.com/embed/cTXgYfI04XU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

We have to admit, thoughts were not very favourable about this commercial when judged by the cover. However, as the ad began to play, with every musical beat, the commercial just turned out to be pure entertainment and an ideal fit for whiling away time. As actors Yami Gautam and Akshay Kumar realise that thieves have broken into their house, what follows next is what keeps you hooked. Though the script lacks a concise storyline, it scores a Mast for its comic timing. We believe, Dollar Ultra Thermal will be handy tool in the box for thieves to use at their disposal lest their plans be foiled.

<strong>MEH</strong>

<strong>Brand</strong> - MakeMyTrip

<strong>Campaign</strong> - Dream Trips Now Made Easy!

<iframe width="560" height="315" src="https://www.youtube.com/embed/m70Je7hkjhY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Going on a long relaxing yet enjoyable holiday is a dream for all. When commercials on budget friendly travels surface, can there be anything more comforting for our hearts and souls than that? But, the recent commercial by MakeMyTrip promoting its new offering, ‘Book with No Payment’ leaves you with a rather unsatisfactory feeling, thinking, ‘This could have been better’. As the ad begins to roll and as Alia Bhatt announces her upcoming trip to Kerala, the expectations are high that it would turn out to be an interesting watch. With the addition of Ranveer Singh’s exaggerated Bihari accent, our interest did soar a tad bit high. However, it fizzles out when the duo is seen parroting the benefits of this offer. This ad could have run with a voice over and a slide show. We couldn’t understand the point of featuring Bhatt and Singh.

<strong>Mast</strong>

<strong>Brand</strong> – Britannia 50-50

<strong>Agency</strong> – Lowe Lintas

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A swift and effortless knock out of the park. Britannia’s latest ad showcasing the amazing duality and seamless blend of Indian ‘maska’ and foreign herbs in their 50-50 biscuit, can only be conveyed by a sterling personality like Ravi Shastri. A cool concept of showing the typical sophisticated praise of a foreigner and the over the top celebration of an Indian. We enjoyed these metaphorical ads. It was clever move to use Ravi Shastri as everyone knows that what he played is what he actually is. Cool and composed on the outside but extravagant and patriotic on the inside. If we had to nit-pick, there wasn’t a clearly conveyed product shot. At the start we were confused and thought that what was handed to Shastri was a packaged juice box. It left us thinking that ad would milk the same old joke between Shastri and a cold beverage. However, the ad picked up from there and delivered its message clearly.

<strong>Meh</strong>

<strong>Brand</strong> – Sugar Cosmetics

<iframe width="560" height="315" src="https://www.youtube.com/embed/vrhYCqgLnDs" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Once again, beauty and cosmetics brand, Sugar has used its founder in its ad. We are all for the idea of using founders in ads but not for the sake of it. The last ad that featured Vineeta Singh, too felt unnatural and unnecessary. There is a slight improvement here though, she has three words to speak this time rather than just the one. It’s improving gradually. Using puns and wordplay in ads is always fun and entertaining to watch. However, when the entire ad centres around it, it is important to make sure that it doesn’t feel forced which is the case in this ad. Actors Ranveer Singh and Tamannah Bhatia too don’t manage to impact the ad positively. A classic case of a half-baked script. The brand really needs to rethink their approach towards catering to a meme-friendly, internet savvy audience.



Mast & Meh: Swiggy, Licious, Sugar, Mamaearth, MakeMyTrip, Britannia

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH, in this week’s Mast & Meh.

<strong>MAST</strong>

<strong>BRAND</strong> - UNDP India

<strong>AGENCY</strong> - In-house

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Not all ads have to flashy, a mass-masala entertainer, star a megastar or have a deep storyline to be impressive. Sometimes it’s the simplicity that touches the heart. This new spot from UNDP INDIA is a great example of simple and effective messaging. On the occasion of ‘International Day of the Girl Child’, UNDP India has put together a spot where they use sand artist Dr. Badal Barai’s beautiful illustrations and Nilanjana Biswas’s voiceover to show how dreams and ambition have no gender. The spot is a pledge to create an equal future for all. At a little over a minute long, this spot is impactful and delivers a moving message. A great watch and a definite Mast in our opinion. 

<strong>MEH</strong>

<strong>BRAND</strong> - Welspun 

<strong>AGENCY</strong> - Conceptualized by Welspun India and Shreyansh Innovations jointly

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‘Life Se Maango More.’ Quick guesses for this tagline would link it to brands that sell insurance, safe vehicles, healthy cooking oils or maybe a gym membership. It is preposterous to even think that Welspun is selling quick-dry towels with this tagline. In the age and time when advertising is more about telling a story, taking a social stand or supporting a cause with only subtle focus on the main product, this spot from Welspun with Akshay Kumar is a total Meh for us. Slapstick comedy at its best, the ad lacks good storytelling and oversells the product. Our lives definitely ‘maango’ less of this!

<strong>MAST</strong>

<strong>Brand</strong> - Muthoot Finance

<strong>Agency</strong> -  Maitri 

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These set of regional films have a little bit of everything in the right amount. There is a sharp insight. There is humour. The script is crisp. Humanising an idle asset like gold is an interesting proposition by a brand like Muthoot Finance which makes the campaign a Mast watch in all the four languages — Malayalam, Tamil, Telugu, and Kannada. Full marks to the brand for changing up the “Goldman” for each region. 


<strong>MAST</strong>

<strong>Brand</strong> - Milkbasket 

<strong>Agency</strong> - BBDO India 

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Grocery e-stores bombard consumers with all the offers they have under the sun and moon. Some even promise that the delivery will be made in a jiffy. Here’s a brand that has picked up purchasing patterns and made a bunch of films that are entertaining and humorous. The spots features every kind of consumer, making it relatable at various levels. We give this campaign a cart full of likes.  

<strong>MAST</strong>

<strong>Brand</strong> - Truecaller | Buri Neeyat Wale Tera Call Laal

<strong>Agency</strong> - The Womb 

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The build-up of this commercial is rather interesting. You can’t predict what will happen next. A jolly man is walking around a market greeting people around him. He gets no response. A bunch of people keep a close eye on him. The next thing you see is his face being painted red by everyone he greeted. Why you ask? Because Truecaller has a feature to report an incoming fraud call using the red button on the app. A very fun commercial this one! The message cannot be clearer and more on point than this. 

<strong>MAST</strong>

<strong>Brand</strong> – Deconstruct Skincare

<strong>Agency</strong> – Supari Studios

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Deconstruct Skincare’s latest spot is straight out of a newbie’s worst nightmare. The ad shows a young girl gobsmacked by multiple people telling her to follow their preferred skincare routine. From a 50-something lady (possibly her mom) to a skincare influencer who recommends a 40-step skincare regime, truly overwhelming. The young girl’s anxieties calm down when she discovers Deconstruct and finds the perfect fit for her skin. This spot is relatable and simplifies a tedious process effortlessly. A Mast watch.

<strong>MEH</strong>

<strong>Brand</strong> – Havells India Limited

<strong>Agency</strong> – 82.5 Communications

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If you’re in the mood for a guessing game then why don’t you try and watch the new Havells campaign for its range of lighting products called Glamtubes. You are left wondering if it’s a lifestyle brand ad or a spot for a fashion retailer until Glamtube appears on the screen leaving the viewer absolutely stumped. The spot opens with shots of glamorously dressed models following a man who is seen carrying Glamtube, all the way to his home. Absurd right? At least they stuck with the glam theme.

<strong>MAST</strong>

<strong>Brand</strong> - Realme

<strong>Campaign</strong> - ‘Realme Diwali’

<strong>Agency</strong> - In-house agency

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For any campaign to succeed, it is the realism in every frame that captures the eyebrows of the viewers. Realme’s ‘Realme Diwali’ is a delight to watch. The lights, vibrant colours and a story that keeps you hooked right from the start till the end, eager to know more, generates excitement around the commercial. As the advertisement rolled, right from the three friends witnessing the skylights while standing on the terrace, capturing every joyous moment on the Realme phone to the school girl delivering a speech in the assembly hall, the ad scores a Mast for its sharp storytelling with an empathetic tone. The addition of a soulful sound track to the commercial does make the festival of lights appear as a festival that spreads light in others lives.

<strong>MEH</strong>

<strong>Brand</strong> - Springfit

<strong>Campaign</strong> - ‘don’t sleep, sleep luxuriously’

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Last time, when actor Ranveer Singh starred in the Sleepyhead mattress ad, the expectation from the commercial was to keep lazy writing at bay. With the recent Springfit ad starring Kareena Kapoor Khan, the expectation stands the same. Khan, who is checking herself out in a mirror, is discussing with her friend, the many compliments she received at a party. She soon discovers that the praises her friend was showering were for the mattress that her friend was laying on instead of being for her. In this frame, Khan’s expressions come across as forced. What got the commercial a thumbs down or Meh is the lack of an interesting storyline that resulted in us wanting to skip and forget the ad as fast as we could.



Mast & Meh: Truecaller, Realme, Havells, Milkbasket, Muthoot Finance

<strong>MAST</strong>

<strong>Brand:</strong> Oakley

<strong>Campaign:</strong> Be Who You Are

<strong>Agency:</strong> Brandmovers India

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Growing up, we were constantly asked to fit into the mould of societal expectations. Somewhere, amongst the increasing noise, doubts, aspirations and constant chatter, ‘being ourselves’ took a backseat. We forgot to focus on ourselves, be comfortable with making mistakes, and taking risks.

The latest commercial by Oakley stays true to its value of “Be Who You Are.” As the ad film rolls on, right from the hopes of 1.3bn people being shouldered by cricketer Rohit Sharma, to the doubts and noise surrounding him, the commercial shows how Sharma does not let the people’s uncertainties stop him from always giving his best. The ad film conveys the message of being your authentic self, and the importance of knowing “Who you are", where every frame of the film radiates courage and confidence. Overall, the ad film gets a thumbs up for its realism on a crucial subject.

<strong>MEH</strong>

<strong>Brand:</strong> NutriGlow

<strong>Campaign:</strong> NutriGlow

<strong>Agency:</strong> In-house

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For years, most of the ads that touched upon the subject of beauty have either been explanatory in nature, or had a pair of girls dancing to stress upon the brand, and convey positive effects. NutriGlow’s latest campaign follows the same unsatisfactory pattern. Actor Genelia Deshmukh along with a bunch of girls are portrayed as ‘GlowGirls’ who are moving to a beat to highlight NutriGlow’s varied range of products. However, Deshmukh, who serves as the brand ambassador for the brand and is known for her bubbly and fun loving nature could not save the commercial from being a dull and disappointing one to watch. An engaging and different storyline could have prevented a Meh.

<strong>Mast</strong> 

<strong>Brand</strong> - Thums Up

<strong>Agency</strong> - Ogilvy India

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From sitting on tree-tops, listening to radio commentary to gathering around paan shops, Indians have found many unique ways to tune in to their favourite cricket matches. Cola brand Thums Up, plans to provide cricket fans in India with a never seen before, innovative experience through in its feature. The ad featuring Jasprit Bumrah, Umran Malik and Brett Lee, showcases an option that allows you to experience watching an ICC T20 World Cup match through a camera fitted in a wicket. Fans will have to scan a QR code on the Thums Up bottle to get access to the camera feed and become part of this immersive experience. That is as close as one can get to being present at the actual game. If this works, it is bound to leave all cricket fans stumped!

<strong>Meh</strong>

<strong>Brand</strong> - Casio India

<strong>Agency</strong> - In-house

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Are you an over-thinker? Yes? Then Casio’s latest ad is definitely one for you. The film opens with a student, who asks his father to buy him a Casio calculator. When his father asks if he can get any other calculator if he doesn’t find one by Casio, the son starts to overthink a series of probable events and scenarios that might impact his life, all due to the repercussions of using an ordinary non-Casio calculator. While the concept works well on paper, the execution doesn’t translate well onto screens. A great concept, poorly planned and executed resulted in us providing this spot, a meh. 

<strong>Mast</strong>

<strong>Brand:</strong> Tata Motors

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Festive ads can seem too filmy and over the top with all the songs, dances and unnecessary drama around festivities. However, sometimes there are ads that truly have a feel good factor to it. The Durga Puja TVC from Tata Motors is a perfect example. The ad features the most celebrated actor of Bengali cinema, Prosenjit Chatterjee for the spot but not in a way you’d normally expect. His presence is subtle. His role is of the narrator who acts like a catalyst, adding a slight hint of glamour to the ad without being completely involved in it. The narrative is clean and well packaged with the integration of car features that seamlessly blend in. In true festive fashion, there is a sweet story, a great song and a product that is being rightfully celebrated. All the fun elements work perfectly in unison which makes this new TVC from Tata Motors a good one to watch. A definite Mast in our books. 

<strong>Meh</strong>

<strong>Brand:</strong> Hindware

<strong>Agency:</strong> In-house

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Hindware has a new TV campaign – ‘Go Larger Than Life’  starring actor Tamanna Bhatia and The Great Khali. This is the first ever TVC from Hindware Italian Collection since the company forayed into the tiles segment. The tiles shown in the spot look beautiful and appealing for sure but unfortunately, the same cannot be said for the spot itself. With an inane narrative and an unnecessary objectification of a tall man being compared to huge tiles is unimpressive and doesn’t leave a good lasting impression. A very poor concept and even poorer execution awards this spot a MEH 

<strong>MAST</strong>

<strong>Brand:</strong> Cadbury Dairy Milk

<strong>Campaign:</strong> Cadbury Dairy Milk Bodyguard – Kissi aur ki Khushi mein shaamil hokar dekhiye

<strong>Agency:</strong> Ogilvy India

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Tigmanshu Dhulia never fails to impress viewers with his performances. In this spot, his appearance as a politician paints him as a ‘larger than life’ character. Dhulia, who is seen making his way towards the dais along with his bodyguards amidst the cheering crowd, to celebrate the success of one of his guard’s daughters who cleared the medical entrance exam is warm and comforting to watch. He is seen feeding the daughter a piece of Cadbury Dairy Milk as a token of appreciation and celebration. The ad film stays true to its message “Kissi aur ki Khushi mein shaamil hokar dekhiye.” A ‘Mast’ watch in our opinion. 

<strong>MEH</strong>

<strong>Brand:</strong> Myntra

<strong>Campaign:</strong> Myntra Big Fashion Festival

<strong>Agency:</strong> In-house

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The absence of any fun factor for an ad that aims to be comical is very evident right from the start. The campaign, which aims to promote Myntra’s Big Fashion Festival does not really generate any curiosity to check out how interesting the fashion festival might be. Even the presence of celebrity couple Virat Kohli and  Anushka Sharma, does not seem to add any drama to the dulness. Ironically, Myntra’s idea of using ignorance to draw attention not only tanked on screen but also failed to attract audiences in real life. An interesting build up to the story along with some festive cheer to promote the fashion festival could have prevented a Meh.

<strong>Mast</strong>

<strong>Brand:</strong> Coca Cola

<strong>Agency:</strong> In house

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Durga Puja for Bengalis is like a five-day long party. Like any party, food and soft drinks are an important part of this celebration. So if you are telling a Durga Puja story and you add food and soft drinks to it, you definitely make for a good storyteller. This new puja anthem from Coca Cola is a perfect spot for the pre-festive weeks. Casting the OG cool guys of Bengal (read members of Bengali band Chandrabindoo) and the catchy song add to the festive mood and cheer. The ad comes with its share of glam factor too, with Bengali superstar Dev adding spark and being a part of the 39 second screenplay. Overall, Coca Cola has done a great job with capturing the mood of the Bengal market right now with everyone preparing for the upcoming celebrations. 

<strong>Meh</strong>

<strong>Brand:</strong> Pantaloons

<strong>Agency:</strong> Production: KITCHEN, Concept: Ogilvy

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Rap songs and hip/hop as a genre are very popular with millennials and Gen Z. However, when used in an ad, it resonates only if executed and performed well. Unfortunately, this new Durga Puja spot from Pantaloons banks on a below average rap jingle that pulls down the overall vibe of the piece. Moreover, the Bengali voice overs are heavily accented. It could’ve been done on purpose to go with the background score but doesn’t help the tune in any way. It stands out as  a noticeable blunder. The song, the script and overall performance of the cast makes this a wannabe number desperate for attention. We’re still on the look out for an ad that captures Gen Z mentality correctly and executes it well. 

<strong>MAST</strong>

<strong>Brand</strong> - The Body Shop

<strong>Agency</strong> - In house

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Breaking the popular notion that young citizens are becoming increasingly apathetic towards societal issues, The Body Shop launches a campaign calling upon policy makers to evaluate lowering the age of candidacy in the Lok Sabha from 25 to 21 years of age. The goal is to get greater youth representation in the Lok Sabha. To spread the message, the brands video campaign features young leaders from across the country including Sudhanshu Kaushik, founder, Young India Foundation (27), Jalandhar High Court lawyer Inderpreet Kaur (24) and Sachin Rathod, independent panch ingalangi (29) talking about their efforts in bringing change in society thereby inspiring others. The ‘Be Seen Be Heard’ initiative is being rolled out through a partnership with Young India Foundation. The WHY25 drive has been launched across India at all The Body Shop stores in September 2022 and will run till end 2024 in over 25 states with offline and online petitions to support the cause. Now, that's what you call a brand with a purpose. A mast ad, definitely a great watch. 

<strong>MEH</strong>

<strong>Brand</strong> - Levi’s India

<strong>Agency</strong> - Spring Marketing Capital

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Levi's India’s series of ads with Deepika Padukone follow a pattern that has become repetitive and boring. In the new ad Padukone is seen in a space that needs to be set up and decorated. The camera follows her doing various chores like pushing a sofa into place, sticking a poster on a wall while ambling around with her friends, etc dressed in a new baggy Levi’s jeans of course. The spot ends abruptly leaving viewers confused. While Levi's baggy collection might be in vogue, its advertising seems really last season! It’s time for a refresh. 


<strong>MAST</strong>

<strong>Brand</strong> – Bombae Fuzz Off Trimmer | Painless hair removal for women

<strong>Agency/Production House</strong> – Talented, StudioFry

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This 30 seconder is an edgy one. It’s probably the only hair removal brand that has shown body hair before women shave/wax/trim it off. Bombae says #FuzzOff to societal expectations. It shows the pain women go through to go hairless and attempts to normalise never-seen-before body hair imageries. An empowering ad that breaks boundaries. It’s a mast watch because it is changing the narrative of the category.


<strong>MEH</strong>

<strong>Brand</strong> – Manyavar | Taiyaar Hokar Aaiye

<strong>Agency</strong> - Shreyansh Innovations

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The hyperactive actor Ranveer Singh for the new commercial of Manyavar is featured as a spunky wedding photographer. For a change, he is dressed perfectly fine. However, he singles out a suit-clad ‘mausaji’ by saying he is ruining the perfect family photo in his western outfit. Okay, we get it, this was all supposed to be in good fun and maybe for the sake of advertising. However, we think the brand could have picked a better line of thought to stitch the script. After all, isn’t fashion a personal choice? Shouldn’t Singh know that better than anyone else?



Mast & Meh: Oakley, Thums Up, Tata Motors, Myntra, Levi's India

<strong>MAST</strong>

<strong>FITTR - Get Ready to #BreakYourBarriers</strong>

<strong>Agency: In-house</strong>

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It doesn’t have to be Woman’s Day or Mother’s Day to celebrate the power of womanhood. Fortunately, brands have taken to that trend. FITTR’s new #BreakYourBarriers campaign showcases the importance of mothers setting positive examples for their children. The spot shows a mother-daughter duo who fight back against street harassment. The brand aims to inspire and motivate women to break through mental, psychological and physical barriers. It does a decent job of delivering a metaphorical knock-out punch. A neat and fit ad.

<strong>MEH</strong>

<strong>SUGAR Cosmetics - #ShukarHaiSUGARHai</strong>

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The latest commercial from SUGAR Cosmetics is increasingly dramatized and poorly written. The 360-degree #ShukarHainSUGARHain campaign stars Ranveer Singh and Tamannaah Bhatia along with the founder of the brand, Vineeta Singh. Singh’s presence in the ad adds zero value. The buzz around Shark Tank, although very prominent for a while, has died down. While people have moved on from the show, the judges seem to still be in a hangover assuming they add a glam factor to everything they are a part of. The no-transfer lipstick is a great product but it has many more advantages than keeping a boyfriend’s cheek clean. It would have been great to see some of the other, slightly more important and sellable ones too. This ad, we're afraid, tanked in our view. 

<strong>MAST</strong>

<strong>Spotify - Podcasts Pe Suna</strong>

<strong>Agency: Leo Burnett India</strong>

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Podcasts are the next big thing and Spotify wants you to believe it. From investing in knowledge to science related trivia, Spotify's new series of campaigns, ‘Podcast Pe Suna’ promotes engaging with and listening to the popular audio format. The three ad spots feature a banter between two brothers, where the younger one enlightens the elder brother (played by Kota factory fame actor Jitender Kumar) about the many benefits of podcasting. The dynamic between the siblings is fun to watch, is relatable to a great many people and is absolutely entertaining. A ‘Mast’ watch in our opinion. 

<strong>MEH</strong>

<strong>Tata Capital - Moneyfy | Ek Ungli Se Make Investing Easy</strong>

<strong>Agency: Infectious Advertising</strong>

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Tata Capital's efforts for 'fitting in’ with their new ads for its wealth management app, Moneyfy, that target Gen Z have their hearts in the right place. The execution, however, definitely makes them stand out, unfortunately, not in a good way. The digital films highlight that the mobile-first generation carry out most tasks online, be it ordering food, dating or staying connected with friends or family. They can also secure their future through Moneyfy. While the messaging is apt for the new generation, the background narration by God himself makes the campaign seem dated and boring. Something that would hardly hold Gen Z's attention.

<strong>MAST</strong>

<strong>Byju’s - Student Forever | Teachers’ Day</strong>

<strong>Agency: In-house agency</strong>

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They say, ‘Curiosity kills the cat’ but millions saw the apple fall and only Newton asked why. In the spot, a teacher has lost track of time correcting papers. As the ad progresses, it showcases the teacher’s never ending curiosity and desire to learn, be it listening to a science podcast or learning how to play games on a mobile phone. The ad successfully advocates that there is no right age to learn something new. The key takeaway is that curiosity is a companion that’ll accompany you for a lifetime. The commercial stands out for its realistic depiction of the concept of learning and shows how sometimes a teacher too needs to become a student to learn something new in order to teach it to a classroom. A good one from the edtech major. 

<strong>MEH</strong>

<strong>Vicks - Vicks Roll-on Inhaler Traffic Cop</strong>

<strong>Agency: Publicis Singapore</strong>

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Will there ever be a change in the narrative or the script for ads by Vicks? Possibly, but not today. The recent ad, starring actors Samantha Ruth Prabhu and Ranveer Singh, presents the same formulaic piece of content that we’ve been seeing for what feels like a thousand years. Singh in typical fashion, is suffering from a blocked nose and headache. His forehead appears long and his nose is red and swollen. Prabhu, who is a traffic police officer, gives him a Vicks Roll-on that gives him immediate relief. A successfully conveyed message via a bland script and two high-profile celebrities that add no additional value. The ad would’ve had the same impact even with two far less popular actors. Would’ve saved a ton of money too. Next time, perhaps consider spending money on the script, something that might actually prove useful. Creativity blocked, perhaps.  

<strong>MAST</strong>

<strong>Jar - #Bachao - Jar App Pe</strong>

<strong>Agency: Spring Marketing Capital</strong>

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<strong>The other three ads:</strong>

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What do you call a fourth after a hat-trick? Jar’s latest addition to what was a brilliant round of three Bollywood inspired ads, doesn’t fall short. Divyendu Sharma who reprises his role as Munna Bhaiya from Mirzapur is seen bringing unmatchable swag and boss-like attitude to this spot. We see a man asking the waiter at a restaurant to keep the change as a tip, as anyone would. At this point, Munna Bhaiya enters with his gang of goons and in true Mirzapur fashion tells him to invest that change in gold on the Jar app instead of tipping it away. Every element in this ad contributed equally in bringing out the surprising ‘good samaritan’ in him. Great visuals, outstanding choice of background music and a very well thought out script is what awards this spot and all others a MAST in our books. 

<strong>MAST</strong>

<strong>Himalaya Wellness Company | Let Kids Be Kids</strong>

<strong>Agency: 82.5 Communications</strong>

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The core of this commercial is simple to understand and has a clean, direct message. The hand wash brand wants your kids to go out and play in the mud, build small kennels for stray puppies, make clay art, repair their cycles, help you in the kitchen, all with their bare hands. It’s a good reminder for parents who think an easy way to engage kids is to give them access to digital screens. However, we wish the brand cut down on its plug time towards the end of the film because stretching the duration of presenting the logo seemed a little unwarranted and unnecessary. Overall a good ad that users may not want to skip.

<strong>MEH</strong>

<strong>Aisle | Nothing Casual About This Dating App</strong>

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The latest ad spots from, Aisle, addresses everyday issues of women on dating apps which range form irritating to horrific. These films are insight-driven. However, our question to the makers is, when you say “'Let's Get Real”, what do you really mean? What do you have to offer? For someone watching the ad for the first time, how is the brand any different? Also, what’s the reason for not showing men’s point of view on dating apps? This campaign had the potential to be a Mast watch but we guess the core idea got caught in its own trap. 

MAST AND MEH

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