In the dazzling kaleidoscope of ad campaigns, some shine with brilliance, leaving you inspired, while others falter into mediocrity, making you wonder, “Did they really spend money on this?”. This month, we dive deep into the latest campaigns, dissecting the brilliance, the baffling and the downright bizarre. Here is a roundup of campaigns that dared to make noise, whether they soared, stumbled or fell completely flat. Spoiler alert: a few of these could use some serious creative intervention.

Brand: Center for Human Rights (CFHR)

Agency: And The Nerve!
Campaign: Kaante Na Lagao
Message: Empower women to assert their rights in marriage through the metaphor of jewellery.
Effectiveness: In a world brimming with wedding glitz and Pinterest-perfect ceremonies, CFHR serves up a bold wake-up call with Kaante Na Lagao. This campaign brilliantly uses a bride’s intricate jewellery set as a metaphor for the often overlooked stipulations in the Nikahnama (marriage contract). Each glittering kaanta (thorn) represents potential challenges in a woman’s married life. The ad delivers an empowering message with striking visuals and razor-sharp insight: just as she chooses her venue, dress and jewellery, a bride should look closely at the clauses in her Nikahnama. It’s a timely reminder to negotiate terms, like monthly maintenance and divorce rights, with confidence. Visually compelling and emotionally charged, this campaign encourages women to take control of their futures.
Verdict: A bold, thought-provoking gem that hits all the right notes.

Brand: Coca Cola

Agency: Soho Square
Campaign: Champions Trophy, #YaqeenKiJeetHai!
Message: Promote belief
and optimism through cricket by connecting with Coke’s
brand spirit.
Effectiveness: Coca-Cola’s latest attempt to tap into cricket mania falls flat faster than a failed run chase. #YaqeenKiJeetHai! is a chaotic whirlwind of forced optimism and over-the-top visuals that look fake. The ad tries to fuse the adrenalin of gully cricket with Coke’s brand ethos but ends up diluting both. Relatability? None. Execution? Cringe. The concept lacks depth and coherence, making it hard to connect with the tagline. Instead of uniting audiences, it manages to alienate cricket enthusiasts with an unrealistic portrayal and weak storytelling.
Verdict: A muddled miss. Better luck next innings, Coke.

Brand: PSI Pakistan

Agency: Bond Advertising
Campaign: Dadi Knows Best
Message: Challenge societal pressures on women with humour and wisdom, focusing on birth spacing.
Effectiveness: PSI Pakistan’s #DadiKnowsBest is a refreshing take on the societal pressures women face. From “shaadi kab karogi” to “baby kab hoga” and beyond, this campaign brings these intrusive questions into the spotlight with a touch of humour and wisdom. The highlight? The dadi (grandmother) who shuts down a nosy neighbour’s prying questions by advocating for birth spacing for the health of both the mother and child. The ad is relatable, empowering and strikes a chord with women who feel the weight of societal expectations. It’s a clever blend of cultural relevance and advocacy, delivered with finesse.
Verdict: Wise and wonderfully on point.

Brand: National Foods

Agency: IAL Saatchi & Saatchi
Campaign: Zaiqa Khayal Ka
Message: Expressing emotions through cooking food.
Effectiveness: Zaiqa Khayal Ka by National Foods serves up a heartwarming slice of desi family dynamics. A son confronts his father, seeking an overdue apology, only to learn that the apology was cooked up in the form of a lovingly prepared meal using National masalas. The campaign skillfully taps into the cultural insight that desi parents often express their feelings through actions rather than words. Relatable, emotive, brilliantly acted and seamlessly linked to the brand’s promise, this ad leaves a lasting impression and warms
your heart.
Verdict: A beautifully cooked concept that tastes just right.

Brand: Opus

Agency: M&C Saatchi World Services
Campaign: Dil Walon Ki Chocolate
Message: To indulge in the ultimate chocolate experience.
Effectiveness: Starring Hania Aamir, ‘Dil Walon Ki Chocolate’ tries too hard to dazzle with its star power and ends up being an overproduced cringe fest. The visuals, particularly the chocolate-dripping sequences, are so over-the-top and bizarre they are more likely to induce nausea than chocolate cravings. It’s as if the creative team mistook a sugar rush for inspiration, resulting in a chaotic mess of a commercial. The ‘Dil Walon Ki Chocolate’ tagline feels like a desperate attempt to evoke emotion. If the goal was to create an ad that people would remember, mission accomplished. But sadly, it’s remembered for all the wrong reasons. The campaign fails to leave an impression, other than perhaps inducing second-hand embarrassment. Aamir’s presence might draw initial attention, but it’s not enough to salvage this lacklustre effort.
Verdict: A forgettable flop that serves as a masterclass in how not to advertise chocolate.

Misha Muttalib is Creative Manager, Bond Advertising.