1. Zaiqay ki Zubaan
Remember Shan Masala’s 2017 campaign featuring Chinese neighbours connecting with their Pakistani counterparts over biryani? Ahmed Foods’ Zaiqay ki Zubaan turned up the volume by adding judgmental neighbours (Samina Ahmed at her witchiest best) and a plot twist before going all out to push our emotional buttons. And cry we did.
2. Split the Plate
After their last campaign which featured a yawn inducing song’n’dance’n’sell, Dastak did a U-turn with a solid message about wasting food (and foregoing the hard sell). The ad connected because of the strong storytelling and because the scenario is unfortunately familiar to anyone living in the developing world. No surprises that the TG is looked at the product with renewed interest.
3. Seedhi Saadi Khushi
A view from the roof, a board game and your head in mom’s lap… isn’t that what life is about? Sooper’s #SeedhiSaadiKhushi campaign was built on three ads that moved us about the things that really matter in life. Definitely struck a chord.
4. Mamta Ek Jazba
If you think a TVC cannot surprise you anymore, watch this one. Featuring a multitasking working woman, McDonald’s Mother’s Day offering seemed like it was headed down the well beaten busy-woman-so-much-to-juggle path. You don’t hold your breath as you wait (almost indifferently) for this TVC to end with a spiel on motherhood and sacrifice. But it doesn’t; instead the cockles of your heart are warmed.
5. Eesar Ek Ibadat
Surf Excel’s Ramzan campaign almost made us think that the daagh toh ache hotey hain campaign will never be outdated. Determined cute kid, innocence overload and heart warming selflessness, this ad had all the ingredients to make our hearts well up. In some ways Eesar Ek Ibadat is better than Surf Excel’s current bilyani campaign.
Shahrezad Samiuddin is a pop culture junkie and an aspiring screenwriter. firstname.lastname@example.org