Apart from all the 3G launch campaigns were the talk of the town in 2011, there were also some great print and TVC campaigns that India saw in 2011. Let’s take a look at the top 10 campaigns that were well recalled, liked, watched and commercially successful – in no particular order.
Cadbury’s ‘I love You’
Agency: Ogilvy India
The bitter-sweet background score of all ads of this campaign have been crucial to bring out the punch of the storyboard. The best ad of the campaign has been the one in which a wife asks the husband about when was the last time he expressed his love for her. He gives her a Dairy Milk and subtly conveys that he actually expresses his love for her every day without saying it.
Airtel’s ‘Har ek friend zaroori hota hai‘
Agency: Taproot India
Airtel’s print and the TVC campaign has once again hit the right spot with the audiences. The campaign tries to focus on how every friend is important in his or her own small or big way for their specific abilities. This youth friendship campaign aims to reinforce the unique importance of each relationship in life.
Vodafone Zoozoo superman 3G
Agency: Ogilvy India
The lovely Zoozoo Ads can never fail to tickle your ribs at the right places, can they? Back to launch Vodafone’s 3G services in India, a series of very likeable ads were released. The Zoozoo turned superman and performed unearthly tasks to denote the speed of Vodafone’s 3G internet. The campaign’s main aim was to tell audiences that Vodafone’s 3G is smarter, better and faster.
Tanishq ‘True Diamond’ campaign
Agency: Lowe Lintas
Cashing in on the magic that Jaya and Amitabh Bachchan can potentially weave over an audience in the range of 6 to 60 years, Tanishq’s ads emphasize on the quality of the jewellery and diamonds they offer along with exquisite designs. The best of this campaign is that the beautiful light hearted story about how Big B gifts his wife a set of diamond bangles from Tanishq that she already has.
Idea’s ‘No idea….Get idea’ campaign
Agency: Lowe Worldwide
Whether Abhishek Bachchan has managed to strike a chord with his audiences through his films or not is a debatable question, but his ‘Get Idea’ campaign has surely hit gold. The recall value of the entire string of TVCs for this campaign have been high – from the lady waiting for her boyfriend in the restaurant, to a girl discussing her sms bill to Junior B asking a lady of her plans on January 20. This campaign also won the ‘Best Brand Campaign’ at the World Communication Awards 2011.
Agency: DRAFT FCB + ULKA
Tata Docomo’s melody has already become very hummable and popular from the day it launched its service in India. This 2011 campaign remained popular amongst audiences and drove home the point that is makes in the tagline ‘No getting away. The network that always connects. Everywhere’. Whether it is an office executive waking up from his noon reverie with the Docomo tune ringing on his phone or the groom picking up his call during his wedding ceremony, the short but sweet ads have been successful in generating a smirk on the face.
Tata Sky ‘Poochne mein kya Jaata hai’ campaign
Agency: Ogilvy India
In a series of TVC’s that Tata Sky released without its brand ambassador Aamir Khan, the theme of the ads was to link an episode in which one friend is always hesitant to ask questions and the other friend unabashedly asks and benefits. Every ad links such an episode to the two friends asking for a Tata Sky retail feature at the shop and getting it. And hence the tagline "Pooch dala, toh life jhingalala".
Volkswagen Jetta Flyboy campaign
Agency: DDB Mudra
Apart from the large front page print campaign that was run for Jetta in the Times of India in its four main editions, the TVC of the boy with wings also remained popular throughout 2011. In the automobile category of the CNBC TV 18 Overdrive Awards 2012, this commercial received the Storyboard Auto Commercial of the Year Award.
TVS Wego Body Balance campaign
Agency: BBH India
Released in February 2011, this ad portrayed Wego to be the first two wheeler in India to have the unique Body Balance technology. The ad ran repeatedly during the IPL season this year and showed two young couples outdoing each other using ‘body balance’ by doing acrobatics on their Wego scooters. In the bike category of the CNBC TV 18 Overdrive Awards 2012, this commercial received the Storyboard of the Year Award.
Lay’s World Cup Flavours campaign
Agency: JWT Delhi
This campaign was launched in with the aim of cashing in on the tremendous audience of the ICC cricket World Cup 2011. Six new flavours of the chips were introduced keeping in mind the top 6 international teams that were participating. The campaign also continued with the Dhoni and Saif Ali Khan ads. PepsiCo aimed for 360 degree communication with this campaign being launched on social and digital media simultaneously.