Foodpanda: Foodpanda Sambhal Lega

Agency: Soho Square
This took me back to my Tarang days in the best way. The concept is insightful and adorably executed. We have all run out of doodh, dhania or pudina, resulting in endless errands or frantic voice notes to the men of the household. As a frequent Foodpanda user myself, the ad felt hilariously relatable – proof that a strong insight makes for an ad you actually don’t want to skip.

7up: 7up Mixology

Agency: Alt Story
Full disclosure: I only saw this ad on the telly while waiting to break my fast. Sure, I’m hungry but not as much as thirsty; so, watching these tantalising and almost sensorial shots of the clear carbonated soft drink with lip-smacking ingredients concocting refreshing mixes definitely stirred my taste buds. It is a super-duper refresher of a campaign (second year in a row) and I do appreciate the QR code to help us get our hands on those recipes

Knorr: Refresh Karo Iftar

Agency: We Are Transmedia
This was fun to watch and educational! As a lazy home cook, I rarely try new recipes, but dates with chilli garlic sauce? A game changer for meethi chutney! (Yes, home chefs, I know you have been doing this forever – but cut me some slack!) Loved how this Ramzan campaign nailed Gen Z’s food habits. And honestly, the TikTok versions? Even better than the ad. So yeah, khajoor with Knorr… staaah!

Easypaisa: Easy Wala Bank

Agency: BBDO Pakistan
Effective wala ad 😊. One that doesn’t clutter your For You Page, making it a win. Sticking to shorts and reels, this is a smart ad and is honest Gen Z advertising – a cat video (with an Easypaisa logo at the end). They have nailed it… No forced afros, neon chaos, or overdone banking apps. Just pure pyar wala strategy.

Temu: Shop Like a Billionaire

Agency: Saatchi & Saatchi North America
Bhai, game kar di Temu ne! While it’s not the flashiest creative, here is why it’s a fav. The jingle nails consumer insight – we screen-shop, spot a deal, and instantly add to cart. It’s our online shopping behaviour, sung out loud! The music design? Psychological perfection – you catch on instantly and even anticipate the next beat. Stupidly simple yet stupidly smart – proof that even a jingle needs brains!

Stop Gambling Foundation: Tit For Tat – Stop Online Gambling

Agency: Dentsu Creative Thailand
This one stood out for its tactful purpose. A masterclass in how a communication strategy can curb social issues through brand intervention. Online gambling is trapping young Thais in debt, fuelled by flashy ads the authorities can’t block. ‘Tit for Tat – Stop Online Gambling’ fights back smart – hijacking gambling ads with gut-punching real stories, right on TikTok and IG. Sharp, subversive, impossible to ignore – this is purposeful creative communication done right.

Adani Group: Pehle Pankha Aayega, Phir Bijli Aayegi

Agency: Ogilvy India Kahani suna na ek funn hai jo parosi mulk ke creatives ki ragon mein basa hua hai. (Storytelling is an art, and our neighbouring country has it in their veins.) The proof is this exceptionally told corporate film. Although the narrative keeps our attention glued to the persistence of the child protagonist, it is the brand line that makes me go, “dil jeet liya oh, likhnay walay tu ne!” (The writer stole my heart!) Matlab, what is this behaviour Adani ke creative? As effective as it is in communicating the brand’s equity, it is equally creative in the storytelling. This is not just an ad… This is art for the sake of genuine art with an intent of pushing the needle on those BHT metrics. Taaliyan.

Taj Gasoline – #LiterLiterumeed

Agency: Starcrest Communications
Before I dive in – yes, this ad was made by my former workplace. But that’s not why it made the list. Plenty of my own past work doesn’t, lol! This one stands out for its intent. While competitors pushed discounts, Taj Gasoline’s “Liter Liter Umeed” tackled a global issue during the petroleum category advertising season pledging one rupee per litre. Strong message, a wholesome execution, and a brand with a heart – love when businesses go beyond ‘boardroom’ duty. Salaam!

Mahrukh Shaikh is Chief Creative Officer, Wundernerf.