The year 2021 began on a positive note. With the number of cases declining in January, we felt like we had left the worst behind in 2020. We had no idea what was in store for us.
With the reopening of the economy, more people went outside to shoot. This meant new advertisements, campaigns, and marketing messages. During the second wave of COVID, many companies stepped in to help people get oxygen cylinders, food, and other necessities.
A glimmer of normalcy returns to advertising as the second wave abated. As theatres reopened and businesses welcomed vaccinated customers back, the ‘stay home, stay safe’ messages were quickly forgotten.
Cadbury Dairy Milk – Kuch Khaas Hai (2021)
The recreation of Cadbury Dairy Milk’s ‘Kuch Khaas Hai’ ad with a woman cricketer has to be the favourite from this year. Cadbury cleverly recreated the 1990s ad, keeping the same concept and tune but changing the gender to convey the message.
Cadbury was able to break the stereotype image of women and demonstrate that they are no less than anyone else today. It evoked a sense of nostalgia in the audience and struck the right note.
It ended with a powerful message, #GoodLuckGirls, which helped this ad gain traction in people’s minds for legitimate reasons. This advertisement had mesmerised millions of people’s hearts. And I’m sure you, too, were beaming from ear to ear as you watched Ogilvy’s masterpiece.
Swiggy Instamart’s The Better Half Cookbook
Swiggy Instamart is the first brand that comes to mind when thinking of instant grocery delivery. Without a doubt, this is due to their year-round aggressive marketing efforts.
#TheBetterHalfCookbook is my favourite of the organization’s many campaigns because it reflects my personal beliefs. I am a firm believer in the power of cooking together and have long been a vocal opponent of patriarchal kitchen stereotypes.
While many brands have spoken about doing household chores together in the past (for example, Ariel’s #ShareTheLoad), Swiggy’s campaign puts its words into action. The brand makes a strong call to action by designing a cookbook so that both partners can contribute equally to the meal preparation. Another appealing feature is the QR code integration for ordering ingredients.
The Man’s Company’s #GentlemanInYou ad campaign
While it may seem obvious for a men’s grooming brand to release an ad on International Men’s Day, what sets this one apart is the effort put in by The Man’s Company to localise it.
The ad film’s beautiful verses and striking visuals speak for themselves. The regional versions of the poem that appeared in print ads were not mechanically translated by language translators, but rather by professionals who were fluent in the Indian language.
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