2024 was a particular yr for promoting—marked by faux deaths, faux layoffs, and weird job listings. This yr, we discovered ourselves pausing to sift by the noise, reflecting deeply on the campaigns that actually resonated. It grew to become clear how fleeting the lifespan of most campaigns had develop into, with few managing to stay memorable past per week.
The yr starkly highlighted the trade’s shift from brand-building campaigns to these designed primarily for virality and most buzz.
But, amidst the memes and stand-up comedians dominating the promoting panorama, a handful of campaigns stood out, leaving an enduring impression. Listed below are those we imagine really made their mark.
Venkata Susmita Biswas
Apple | Crush!
That Apple iPad advert which upset a majority of the web is my favorite advert of 2024. Earlier than you come at me, let me use this chance to defend the advert. Positive, I don’t play an instrument or make artwork. However listed here are all of the issues an iPad has changed in my life.
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Pocket book/journal/planner (all are separate bodily books IRL)
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Writing instrument
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Voice recorder (have you ever tried Notability)
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It serves as an e-reader for newspapers and long-form articles
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Travelling gentle however want a laptop computer? iPad!
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Exercise buddy—play movies and comply with alongside
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Binging exhibits on a flight? iPad!
I can go on, however let me cease right here. I can solely surprise how of us who’ve many different artistic retailers would possibly use the iPad! To date, so good, proper? The advert’s main goal was to record all of the bodily objects that the iPad replaces.
Not with the intention that it’s the final substitute for a Stradivarius or a Leica digital camera, however it does the job to a very good diploma. Is it one of the best display screen to look at a film? No, however is it a handy different to a tv? Sure.
Right here comes the difficult half. The hydraulic press.
Positive, it evoked some visceral reactions, however hear me out. The newest iPad is the thinnest but.
The hydraulic press is an apt bodily metaphor for cramming a number of issues into one wafer-thin, flat object that accommodates multitudes. The advert manages to convey the message concerning the newest product containing a variety of options and functionalities in that skinny body.
To those that felt this advert meant to “destroy and supersede”—I might say don’t take advertisements actually.
Inventive exaggeration is par for the course in promoting. My solely grouse: Apple ought to have used this for the iPhone. It’s compact, not skinny. However it’s an all-weather companion, whereas the iPad will at all times be the lesser different to the iPhone or the MacBook.
/finish rant, /finish evaluation.
Benita Chacko
Ariel | Share the Load
Every time I point out a piece journey to my pleasant neighbours, I’m usually confronted with a regarding query: “How will my husband handle?” And no, it is not the romantic craving for the companion they’re speaking about. It’s extra primary. How will he survive? How can an grownup male care for his roti, kapda, and makaan, within the absence of the girl at house?
That is an all-too-familiar query girls throughout the nation face when work conflicts with house. And girls have usually chosen house over nice alternatives at work simply to handle this concern.
A girl’s dilemma and ache in making this alternative are superbly illustrated in Ariel’s Share the Load marketing campaign for this yr. In its ninth yr, P&G’s detergent model stays dedicated to its reason for equality at house.
Within the TVC, Aisha informs her boss that she plans to say no a week-long coaching program in Singapore as a result of her workforce received’t have the ability to handle issues whereas she’s away.
Her reasoning holds weight. Whereas she was ticking off duties earlier than a gathering, she was additionally on a name together with her husband, explaining the place he might discover issues at house. Aisha’s boss, who involves her desk through the name, reassures her that her workforce would handle and tackle duties simply as she does.
On this context, Aisha refers to her “workforce” as her husband, Shekhar, who could be in control of their daughter, Tia, throughout Aisha’s journey to Singapore. When Shekhar overhears Aisha’s dialog, he’s clearly shocked, realising precisely who this “workforce” is. He merely hadn’t absolutely grasped how his actions affected Aisha and her profession.
The advert displays the altering angle of males towards family chores and their willingness to share the load. All it requires is for the ladies to be clear about their wants and priorities.
Cheenu Agarwal
OnePlus| Paw-some Diwali
Diwali campaigns usually revolve round acquainted themes of household reunions, pals, and gifting—tales that heat hearts however tread a well-worn path. This yr, OnePlus determined to step outdoors and take the highway much less travelled, showcasing a unique form of celebration of their marketing campaign, Make It Particular for Everybody.
By specializing in the often-overlooked world outdoors our houses, the model brings consideration to the spirit of giving, not simply to people however to our four-legged companions as effectively.
The marketing campaign, created by OnePlus’ in-house workforce, follows the adventures of a household canine with a coronary heart of gold and a mischievous streak. This furry protagonist turns right into a festive Robin Hood, sneaking treats and goodies from his snug house to share with stray canines on the streets.
This marketing campaign stands out due to its refreshing tackle celebrations and the emotional resonance it creates.
Whereas I nearly forgot the model behind it, the narrative caught with me. On this planet of promoting, it seems that going to the canines is the brand new successful system. And actually? We’re all for it!
Shane John
Pilgrim | Ganji Chudail and Birju
I loved Pilgrim’s collaboration with Ganji Chudail for its imaginative and humorous method to skincare promoting.As somebody who retains an in depth eye on social media to report trending tales, Ganji Chudail has develop into a well-recognized title.
The animated character, whose reels I as soon as loved throughout my breaks—effectively, not at all times simply breaks—had a unusual storyline that was tough to disregard. Over time, the YouTube channel that originally aimed toward entertaining youngsters shifted gears in direction of model collaborations.
From Ganji Chudail’s dramatic hair transformation to Birju’s confidence-boosting skincare glow, the marketing campaign creatively demonstrates the advantages of Pilgrim’s merchandise in a extremely participating and unconventional method.
What began as a wacky cartoon character has advanced into an web sensation—and a go-to favorite for manufacturers. From Netflix to Swiggy Instamart, and types corresponding to Nykaa, Faasos, and Pilgrim, Ganji Chudail’s fan base has solely grown. It’s thrilling to see how entrepreneurs are leveraging this offbeat character to cater to audiences craving one thing contemporary.
Devoshree Mukherjee
Sunfeast Mother Magic| ‘Will of Change’
The advert opens with a set off warning that reads, “Not appropriate for patriarchal minds,” signalling that its content material challenges conventional gender norms or societal views rooted in patriarchy.
I like the truth that the advert successfully highlights that the mindset of treating women as paraya dhan isn’t restricted to lower-income households. Even fashionable, educated households from privileged backgrounds usually maintain this perception, resulting in the exclusion of daughters from inheritance rights.
The advert signifies that solely 7% of daughters obtain equal inheritance by a will. Regardless of fathers calling their daughters “beta” (son) as a time period of affection, the advert reveals that they usually overlook daughters in terms of inheritance, giving precedence to sons.
Shefali Shah, who performs a mom, stands out within the advert together with her line: “Tumne toh mere papa ki yaad dila di (you might have jogged my memory of my father).” This displays her private expertise with the identical biases as a girl and exhibits her resolve, as a mom, to make sure her daughter doesn’t face the identical inequality.
Ubaid Zargar
Wakefit | O neend, jaldi aana
There’s one thing genuinely intelligent about how this advert takes a cultural touchpoint all of us recognise and turns it into one thing fully sudden.
The way in which the model flipped Stree’s well-known O Stree Kal Aana right into a plea for sleep feels each acquainted and contemporary—like working into an outdated buddy who’s gotten a implausible makeover. And actually, who hasn’t felt like a twisted-neck ghost after too many sleepless nights? The relatability issue right here is off the charts.
What actually makes this advert stick is the way it does not attempt too onerous. The storytelling flows naturally, from the campfire setup to the comedian timing of Chote Miyan’s arrival. Is the product plug a bit too apparent? certain.
However they’ve woven it right into a story that is really entertaining to look at. Plus, the influencers that the advert options did a very good job.
Shreyas Kulkarni
Taj Mahal Tea | Honours the late Ustad
Ogilvy’s print copy for Taj Mahal Tea, honouring the late Ustad Zakir Hussain—the model’s most iconic ambassador—evokes unhappiness in me.
I’m penning this the day after former prime minister Manmohan Singh handed away, and I can’t assist however brood over how the world in the present day celebrates loudness over letting your work do all of the speaking. Many of the advertisements from 2024 have been loud and pointless; they lived a wealthy lifetime of two to 3 days.
This print work reads like an outlier—sure, learn and never look or scroll. The copy is straightforward and makes your thoughts think about the advert once more—even in case you’ve not watched the advert—and the final bit makes you chuckle; it’s rattling onerous to make individuals genuinely smile; it is rather telling of the talent of the copywriter.
Indifference, loudness, virality, and distribution are the 4 horsemen of in the present day’s algorithm-ruled communications age. Such print work exhibits what we’ve misplaced.
With the passing of Ustad Zakir Hussain, Indian classical music has misplaced its coronary heart and soul and his absence leaves a silence that’s felt by each Indian. pic.twitter.com/5id4BZf5ci
— Instances Energy of Print (@TimesResponse) December 19, 2024
Nisha Qureshi
City Firm | Choti Soch
The advert challenges societal perceptions and prejudices surrounding sure professions. It particularly addresses how society views girls gig employees and the impression this has on their households and communities.
The advert was strategically launched round Worldwide Ladies’s Day. I notably appreciated it due to its insightful message—this is a matter that many people might have come throughout however usually select to disregard because it does not straight have an effect on us. Nevertheless, the subject was each vital and well timed.
Ruchika Jha
UPI | #MainMoorkhNahiHoon
The UPI Security Consciousness Marketing campaign by NPCI, titled #MainMoorkhNahiHoon (I’m not a idiot), really resonated with me. Conceptualised by Ogilvy, this marketing campaign goals to coach individuals about safeguarding themselves from the surge of cyber scams in India.
With cyber fraud turning into alarmingly widespread—scammers usually impersonate authorities officers or bureaucrats to intimidate and accuse harmless people—it seems like no day passes with out a new case being reported.
What makes this advert stand out is its relatability and directness. That includes actor Pankaj Tripathi, it confidently sends a message to scammers: “We’re not fools.”
The narrative exhibits how even a avenue vendor can now recognise and counter fraudulent techniques utilized by scamsters. Whether or not it’s threats about financial institution accounts or baseless accusations like drug use, the advert asserts that these on a regular basis heroes can use their consciousness and refuse to fall for such scams.
This advert doesn’t simply inform; it empowers. It’s a robust reminder to everybody—no matter their background—that staying alert and knowledgeable is the important thing to beating fraudsters at their very own recreation. For me, it’s a marketing campaign that mixes relevance, readability, and impression completely.
Yash Bhatia
Zepto | Soan Papdi
I’ve at all times had a tender spot for Soan Papdi, however till final yr, admitting it felt like a societal taboo. The enduring candy, usually handed round like a scorching potato, had develop into the centre of meme tradition, leaving followers like me hesitant to specific their fondness overtly.
Enter Zepto, the fast commerce platform that gave Soan Papdi a voice and an opportunity to reclaim its status. By way of its ‘Make Soan Papdi Nice Once more’ marketing campaign, the model personified the candy, imagining the way it would possibly react to the jokes about its fall from grace.
The marketing campaign featured a movie the place Soan Papdi, portrayed as a personality, listens to memes mocking it and displays on its diminished standing. To amplify the marketing campaign, Zepto even created a LinkedIn profile for Soan Papdi, appointing him because the “CBO” or “Comeback Officer.”
Whereas I’m not sure if Honey Singh really made a comeback this yr, one factor is definite—Soan Papdi did.
Written with the View : afaqs