This week, a number of campaigns have captured the spotlight, showcasing how brands are stepping up their game to captivate audiences. From imaginative storytelling to quirky narratives, and from heartwarming stories to the use of cutting-edge technology, these campaigns exemplify the drive for creativity and strategic innovation in marketing.
Here’s a roundup of the standout campaigns that caught our eye this week.
Care Health Insurance
Care Health Insurance unveiled a quirky campaign featuring a series of witty, engaging and easy-to-understand 15-second digital ads that address a basic question ‘Who Cares?’ in everyday situations, while answering some of the major health coverage related concerns.
Through these ads, Care Health Insurance recapitulates its core philosophy of having care as the fundamental and core ethos of providing affordable & innovative health insurance solutions backed by quality servicing.
The campaign challenges common perceptions about Health Insurance while reinforcing that Care truly cares. It highlights crucial health and wellness aspects that impact individuals, such as the importance of maintaining a healthy lifestyle, healthcare coverage or affordability, room rent limits and long-term benefits of continuing with a comprehensive Health Insurance.
BigBasket
Valentine’s Day is usually about love, grand gestures, and heart-shaped everything. This Year BigBasket and Talented are delivering something else—a much-needed reality check.
Their latest campaign conceptualised by Talented takes a brutally honest look at modern dating and all its red flags. The campaign puts aside its rose-tinted glasses of romance deliver a simple, yet powerful message: timing is everything.
Cadbury Dairy Milk Silk
Continuing to play cupid, this Valentine’s Day, Cadbury Dairy Milk Silk is making it effortless to express your feelings with packaging that says it all and a heartwarming film that brings love to life with its campaign ‘Say it with Silk’.
Recognizing that expressing oneself can often be daunting, the brand’s latest campaign puts Cadbury Dairy Milk Silk at the heart of romantic gestures. Through limited edition packaging that speaks the language of love, the brand will help convey feelings, featuring pre-written love notes such as “You are my love” and “You are special to me”.
This will help consumers share their emotions in a way that’s as simple as gifting a Cadbury Dairy Milk Silk Heart Blush, one sweet gesture at a time.
The campaign ‘Say it With Silk’, conceptualized by Ogilvy, is brought to life through a touching film that beautifully captures the essence of love and perseverance. The story follows a penguin on a quest to perfectly express his feelings to its mate.
When its initial token of affection is lost, fate steps in as a Cadbury Dairy Milk Silk Heart Blush finds its way to the penguin, becoming the ideal medium to express love in a way that transcends words. The film is a poignant reminder that sometimes, the simplest gestures carry the most profound meaning.
Fastrack
It’s the wedding season, a happy occasion for all those getting married. But for their exes, it’s a season of dry spell and feeling like hell. That’s where Fastrack crashes the party. By taking a stand for all those ‘exes’ and helping them get a pair to attend their ex’s wedding and hide their true emotions while doing so.
This campaign extends the brand’s #NecessaryNotAccessory stance, positioning sunglasses as a necessity, not just a fashion accessory.
Through this campaign, Fastrack aims to tap into India’s largest purchase occasion – the wedding season. This campaign kicks off Fastrack’s wedding season with a 1-minute video, setting the tone for the season.
Peppy
View this post on Instagram
Peppy, a direct-to-consumer (D2C) brand specializing in sexual wellness and pleasure, has launched a bold new campaign featuring its Co-Founder and Investor, Bhuvan Bam.
As the face of the campaign, Bam takes on the role of a podcast host in a humorous video ad where he interviews Peppy’s sexual wellness products, using his signature wit to break taboos and encourage open conversations around intimacy.
With this campaign, Peppy aims to normalize discussions on sexual wellness and position pleasure as an essential part of self-care.
Bam hosts a fictional podcast featuring a conversation with three of Peppy’s key products—‘Blo,’ ‘PuC,’ and ‘All In’—as guests. The podcast-style ad brings these products to life with witty personalities and humorous dialogues, creating a lighthearted and relatable discussion around intimacy.
Cadbury 5star
With a fresh new take, Cadbury 5star continues it’s annual tradition of rescuing people who want to “do nothing” on Valentine’s Day. For several years now, Cadbury 5star with the tagline of “Eat 5 Star, Do Nothing” has been showing support to people who dread Valentine’s Day and would much rather spend it ‘doing nothing’.
After devising a time-travel hack in 2024 to help people skip the entire day in minutes, the brand is back with an audacious plan to make this the last Valentine’s Day ever with the most unexpected secret weapon: Uncles.
Conceived by Ogilvy, the campaign’s launch film introduces a data scientist who explains that several youth trends in the recent past have ended in a similar fashion – when older audiences adopt them. From skinny jeans to youth slang and social media platforms losing their cool factor, the pattern is clear—once the older crowd joins in, the youth move on.
Extending this pattern, Cadbury 5 Star proposes that if uncles take over Valentine’s Day, the youth will quickly lose interest in participating in it, and the rituals around V-Day may vanish in no time.
To test this theory, this year, the brand will spend its entire Valentine’s Week marketing budget on uncles – by paying older couples to go on dates and take over Valentine’s Day.
The brand will also promote mushy Valentine’s Day videos made by older couples on social media platforms, so that uncles are everywhere this V-day – online and offline.
Sony Sports Network
Following the success of the ‘Iss Baar Drugs Ki Haar’ campaign, Sony Sports Network joins hands with Grammy-nominated artist, producer, entrepreneur, and actor, AKON to feature his latest song in the third phase of their movement.
The broadcaster partners with Akon to further the cause of addressing drug abuse among Indian youth.
Committed to inspiring young individuals in India and fostering a long-term dedication to this critical issue, Sony Sports Network release the third iteration of ‘Iss Baar Drugs Ki Haar’ campaign film with Akon’s anthemic new song ‘Akon’s Beautiful Day’
Maaza
Maaza’s latest campaign, ‘Maaza Ho Jaaye,’ Coca-Cola India’s homegrown brand is redefining celebration.
The campaign is deeply rooted in a powerful cultural insight: while India is known for its grand celebrations and elaborate milestones, the small wins that shape our daily lives often go unnoticed.
It is these moments that carry a quiet sense of pride but rarely get the recognition they deserve. Maaza steps in as the perfect treat for these small celebrations, making ordinary occasions feel extraordinary.
Maaza is the perfect toast for everyday wins and this belief is brought to life beautifully in the campaign film. It’s a reminder to pause, savour the moment, and treat yourself to the small joys. Maaza recognizes this and offers a simple yet powerful way to acknowledge and appreciate these everyday wins.
