A Few of My Favourite Things

Foodpanda: Foodpanda Sambhal Lega

Agency: Soho Square
This took me back to my Tarang days in the best way. Theconcept is insightful and adorably executed. We have allrun out of doodh, dhania or pudina, resulting in endlesserrands or frantic voice notes to the men of the household.As a frequent Foodpanda user myself, the ad felt hilariouslyrelatable – proof that a strong insight makes for an ad youactually don’t want to skip.

7up: 7up Mixology

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

Knorr: Refresh Karo Iftar

Agency: We Are Transmedia
This was fun to watch and educational! As a lazyhome cook, I rarely try new recipes, but dates withchilli garlic sauce? A game changer for meethichutney! (Yes, home chefs, I know you have beendoing this forever – but cut me some slack!) Lovedhow this Ramzan campaign nailed Gen Z’s foodhabits. And honestly, the TikTok versions? Even betterthan 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 YouPage, making it a win. Sticking to shorts and reels, this isa 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 flashiestcreative, here is why it’s a fav. The jingle nails consumerinsight – we screen-shop, spot a deal, and instantly addto cart. It’s our online shopping behaviour, sung out loud!The music design? Psychological perfection – you catch oninstantly and even anticipate the next beat. Stupidly simpleyet 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 howa communication strategy can curb social issues through brandintervention. Online gambling is trapping young Thais in debt,fuelled by flashy ads the authorities can’t block. ‘Tit for Tat – StopOnline Gambling’ fights back smart – hijacking gambling adswith gut-punching real stories, right on TikTok and IG. Sharp,subversive, impossible to ignore – this is purposeful creativecommunication done right.

Adani Group: Pehle Pankha Aayega, Phir Bijli Aayegi

Agency: Ogilvy IndiaKahani suna na ek funn hai jo parosi mulk ke creatives ki ragon meinbasa hua hai. (Storytelling is an art, and our neighbouring countryhas it in their veins.) The proof is this exceptionally told corporate film.Although the narrative keeps our attention glued to the persistence ofthe child protagonist, it is the brand line that makes me go, “dil jeet liyaoh, 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 anad… This is art for the sake of genuine art with an intent of pushing theneedle 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 workdoesn’t, lol! This one stands out for its intent. While competitorspushed discounts, Taj Gasoline’s “Liter Liter Umeed” tackled aglobal issue during the petroleum category advertising seasonpledging one rupee per litre. Strong message, a wholesomeexecution, and a brand with a heart – love when businesses gobeyond ‘boardroom’ duty. Salaam!

Mahrukh Shaikh is Chief Creative Officer, Wundernerf.