From Cadbury taking a stand against cyberbullying to Apple urging viewers to take advantage of the summer and Tata Tea Premium paying a homage to ‘Sarv Guni’ Maharashtrian women, here are the ads that Ritwika Gupta enjoyed this week –

Ads of the week:

Brand: Cadbury

Cadbury Dairy Milk has rolled out the next phase of the #HeartTheHate Campaign. Initiated in 2019, the campaign confronts the issue of cyber-bullying and encourages its audiences to express generosity, an act close to the brand’s narrative. The campaign through its digital films builds a strong case for the need to speak up when witnessing cyberbullying. The videos show the victims in a vulnerable state after being subjected to bullying and the viewer is nudged to take a stand and support the victim by clicking on a link on the video. Basis the action or inaction of the viewer, multiple sequences of instances are generated from the victims’ life. If the viewer clicks the link to post a Purple Heart for the victim, they are shown how relieved the victim feels in real-time. However, if the viewer ignores the message or skips the pre-roll ad, they are targeted by another ad which shows the victim becoming even more affected by the bullying. Cyberbullying is something that affects everyone especially today’s youngsters. Apart from the direct impact of bullying, the apathy of the silent bystander impacts the victims in a big way. This one’s a one-of-a-kind initiative that helps break the fourth wall and enables interaction with viewers by making them a real time bystander to bullying. The campaign leverages technology in a smart way to make consumers understand how breaking their silence and standing up for the victims can make a huge difference in their lives. I also liked how the brand makes use of the “Purple Heart” as an emoticon to express solidarity and Cadbury, as we know, is known for its distinctive purple packaging. Trolling on social media can have drastic impacts. The initiative lets the victims know that they are not alone in this. It shows that a little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact.

Campaign: Heart The Hate
Agency: Ogilvy India

Brand: Apple

Apple is urging viewers to take advantage of the summer months to try new sports and rediscover those activities we haven’t had the time to enjoy. In a new ad featuring the Apple Watch Series 6, the brand highlights the various health-related features of the device like fitness tracking, various kinds of workouts, blood oxygen monitoring, and fall detection. The 90-second ad is called “Hello Sunshine” and is set to the song Cuore Matto (Planet Funk Remix) by Little Tony. To put it simply, the ad is about a young woman planning her summer vacation. However, her plans for pure relaxation fall by the wayside as she starts to embrace a diverse range of activities. It is funny the way her Apple Watch interrupts, telling her it’s time to do something. Probably a regular occurrence for plenty of the Apple Watch owners out there. Each time she adds a new activity, we see the edit with successively faster cut, demonstrating a sense of achievement and progress. On the pretext of planning a summer vacation, the ad conveys the benefits of the Apple watch. The focus of the video “future of health is on your wrist” is wonderfully highlighted. One can tell the amount of production value that went in there. Overall, it is a clever ad that catches your attention.

Campaign: Hello Sunshine

Brand: Tata Tea Premium

In continuation of its national restage campaign, Tata Tea Premium, Desh ki Chai, has launched a new ad for Maharashtra. The ad pays homage to the Sarv Guni aspect (multi-faceted) of Marathi women. Maharashtrian women are known to be the keepers of tradition and customs. However, this isn’t the only facet. The film showcases a traditional homemaker who is family-oriented, taking care of her kids, elders, and her home. But she is also unconventional, modern, tough and strong as she plays all these multiple roles to perfection. She is, in a sense, Sarv Guni just like Tata Tea Premium, a multi-faceted tea with great taste and strength. The brand also released a new ad for Mumbai and previously released its hyper local campaigns in markets like Uttar Pradesh, Delhi, Punjab, Haryana, and Odisha. The concept of “Sarv Guni” Marathi woman in the Maharashtra ad appealed to me the most. It’s unique, beautiful and deepens the emotive connect the brand enjoys in the market.

Campaign: Sarvaguni Maharashtra Ke Liye Sarvaguni Chai
Agency: Mullen Lintas