From Urban Company using Komolika to drive up nostalgia to Taco Bell releasing an anime style ad and OPPO roping in Ranbir Kapoor to deliver cute messages, here are the campaigns Ritwika Gupta enjoyed this week –

1. Brand: Urban Company

Urban Company has released a new campaign that hilariously highlights the surprise of the protagonist on seeing the unbelievably low prices of Urban Company’s professional salon services at home. It aims to attract new consumers as the brand continues to enter newer markets, domestically. As part of this campaign, Urban Company is reviving the yesteryear TV characters to promote its salon-at-home services. We see Komolika (famously played by actress Urvashi Dholakia) drumming up nostalgia with clever writing and a hilarious performance. The digital ad shows Komolika plotting to make life hell for her in-laws and when she learns of the Urban company discount, she gets ecstatic and exclaims “baaki ke paiso se jet ji ke liye rat poison khareedke unke chai mein daal doongi”. As morbid as it sounds, it is really hilarious and fans of 90s/early 2000s saans bahu shows would totally relate. The campaign shows how a simple message can be conveyed in a creative manner. This one grabs your attention!

Campaign: Every Vamp in TV Serials

2. Brand: Taco Bell

Taco Bell has created an anime-style ad and digital comic tie-in inspired by the Japanese manga format to promote the return of Nacho Fries. We see an animated character named Rei, the leader of a “Fry Force” team of pilots who control giant humanoid robots in a battle against spice-loving monsters. It’s a pretty entertaining one-minute spot detailing Rei’s quest to save her brother and safeguarding Nacho Fries. Through this campaign, Taco Bell appears to be targeting a more niche fan community.  Taco Bell introduced Nacho Fries in 2018 and often hyped the frequent return of the limited-run menu item. This one’s not only a visual delight but could also resonate with fans who closely follow the brand’s moves and have turned Nacho Fries into an eagerly anticipated cult favorite.

Campaign: Fry Force
Agency: Deutsch L.A.

3. Brand: OPPO

OPPO has launched a new campaign featuring Ranbir Kapoor titled #SayItWithRanbir. As part of the campaign, Ranbir Kapoor is seen delivering curated messages to families and friends of OPPO customers. These messages were recorded by fans of Ranbir as well as OPPO customers on Instagram using the hashtag #SayItWithRanbir. A few chosen messages were delivered by Ranbir using OPPO’s Bokeh Flare Portrait Video feature of the Reno6. OPPO’s Instagram handle also featured all the messages which Ranbir delivered. I think it’s a very innovative way to engage fans and get them to share messages for their loved ones, through Ranbir Kapoor, a highly popular actor. And all this while highlighting the new Boken Portrait feature. It captured attention of not only OPPO customers but also attracted Ranbir Kapoor fans. It is also interesting to note that Ranbir Kapoor isn’t on social media. Therefore, this definitely seemed like a golden opportunity for his fans to interact with him and vice-versa. It was also fun to see his mother, Neetu Singh and cousins Kareena and Karisma Kapoor participating in this.

Campaign: #SayItWithRanbir
Agency: Wieden+Kennedy Delhi