Campaign Watch

In the dazzling kaleidoscope of ad campaigns, some shine with brilliance, leaving you inspired, while others falter into mediocrity, making youwonder, “Did they really spend money on this?”. This month, we dive deep into the latest campaigns, dissecting the brilliance, the baffling andthe downright bizarre. Here is a roundup of campaigns that dared to make noise, whether they soared, stumbled or fell completely flat. Spoileralert: 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: Empowerwomen to assert their rightsin marriage through themetaphor of jewellery.
Effectiveness: In a worldbrimming with weddingglitz and Pinterest-perfectceremonies, CFHR servesup a bold wake-up call withKaante Na Lagao. Thiscampaign 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 cricketby connecting with Coke’s
brand spirit.
Effectiveness: Coca-Cola’slatest attempt to tap intocricket mania falls flat fasterthan a failed run chase.#YaqeenKiJeetHai! is achaotic whirlwind of forcedoptimism and over-the-top visuals that look fake. The ad tries to fuse the adrenalinof 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 toconnect with the tagline. Instead of uniting audiences, it manages to alienate cricketenthusiasts with an unrealistic portrayal and weak storytelling.
Verdict: A muddled miss. Better luck next innings, Coke.

Brand: PSI Pakistan

Agency: Bond Advertising
Campaign: DadiKnows Best
Message:Challenge societalpressures onwomen withhumour andwisdom, focusingon birth spacing.
Effectiveness:PSI Pakistan’s#DadiKnowsBest is a refreshing take on the societal pressures women face. From “shaadikab karogi” to “baby kab hoga” and beyond, this campaign brings these intrusivequestions 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 forbirth spacing for the health of both the mother and child. The ad is relatable, empoweringand strikes a chord with women who feel the weight of societal expectations. It’s a cleverblend 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 throughcooking food.
Effectiveness: Zaiqa Khayal Ka by NationalFoods serves up a heartwarming slice of desifamily dynamics. A son confronts his father,seeking an overdue apology, only to learnthat the apology was cooked up in the formof a lovingly prepared meal using Nationalmasalas. The campaign skillfully taps into thecultural insight that desi parents often expresstheir feelings through actions rather thanwords. Relatable, emotive, brilliantly acted andseamlessly linked to the brand’s promise, thisad leaves a lasting impression and warms
your heart.
Verdict: A beautifully cooked concept that tastesjust right.

Brand: Opus

Agency: M&C Saatchi World Services
Campaign: Dil Walon Ki Chocolate
Message: To indulge in the ultimate chocolateexperience.
Effectiveness: Starring Hania Aamir, ‘Dil WalonKi Chocolate’ tries too hard to dazzle with its starpower and ends up being an overproduced cringefest. The visuals, particularly the chocolate-drippingsequences, are so over-the-top and bizarre theyare more likely to induce nausea than chocolatecravings. It’s as if the creative team mistook a sugarrush for inspiration, resulting in a chaotic mess ofa commercial. The ‘Dil Walon Ki Chocolate’ taglinefeels like a desperate attempt to evoke emotion.If the goal was to create an ad that people wouldremember, mission accomplished. But sadly,it’s remembered for all the wrong reasons. Thecampaign fails to leave an impression, other thanperhaps inducing second-hand embarrassment.Aamir’s presence might draw initial attention, butit’s not enough to salvage this lacklustre effort.
Verdict: A forgettable flop that serves as amasterclass in how not to advertise chocolate.

Misha Muttalib is Creative Manager, Bond Advertising.