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<ul><li>In 1994, confectionery giant <keyword id="570619" type="General" weightage="20" keywordseo="cadbury-dairy-milk" source="Orion">Cadbury Dairy Milk</keyword> launched an iconic commercial featuring model <keyword id="12112850" type="General" weightage="20" keywordseo="shimona-rashi" source="Orion">Shimona Rashi</keyword> dancing unabashedly in a cricket stadium full of people.</li><li>As a tribute to women athletes, the chocolate brand has recreated its iconic advertisement.</li><li>It aims to celebrate and cheer women and girls who are making spectacular success stories and emerging as powerful role models for the youth.</li></ul>Confectionary giant’s Cadbury Dairy Milk iconic advertisement from 1994 featuring model Shimona Rashi dancing unabashedly in a cricket stadium full of people is still so fresh in our minds like it was launched just yesterday. That advertisement came at a time when all women in ads were prim, proper and petite. They were either scantily dressed or playing the role of a mother, taking care of a joint family -- just existing in the background. And here she was, Shimona in Cadbury’s ad, dressed in a regular blue floral dress, munching on a Cadbury chocolate bar on the sidelines of a cricket match like nobody is watching. We still haven’t been able to get over her running past security onto the field and breaking into an adorable victory dance with the “asli swaad zindagi ka” jingle, made unforgettable by singer Shankar Mahadevan, playing in the background. It was also a critical moment for Cadbury as it was trying to reposition the brand into the market. Its purpose was to change the perception that chocolates are only for children. With this iconic advertisement, Cadbury Dairy Milk changed the chocolate industry completely and expanded its reach. At that time, when all advertisements sold the products directly with an in-your-face approach, Piyush Pandey’s one advertisement challenged common perception and had a revolutionary impact on how ads were made as the commercial barely had a few glimpses of the chocolate itself. <div type="Youtube" id="bcijcpbOpzA" title="Cadbury - Cricket-Stadium" thumbUrl="https://i.ytimg.com/vi/bcijcpbOpzA/mqdefault.jpg"></div> It’s 2021 and the brand and <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> have brought back the time, this time with a fun twist. The giant has reversed the advertisement and this time, a man performs a candid, adorable celebratory dance to cheer his friend/partner. It reminds us how there’s a little child inside every adult. It aims to celebrate and cheer women and girls who are making spectacular success stories and emerging as powerful role models for the youth. Commenting on the campaign, Anil Viswanathan, Senior Director – Marketing, <keyword id="2200852" type="General" weightage="20" keywordseo="mondelez-india" source="Orion">Mondelez India</keyword>, said, “From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporizing an iconic campaign is our way of recognizing the changing times and extending support to all the women trailblazers. An extension of our ongoing generosity narrative, the film also lands the message of how taking small yet significant steps to acknowledge the achievements of women would make the world a better place to live in. We hope this film brings back a gush of nostalgia and are confident that this refreshed version will find as much love as the original one." <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div> The film conceptualized by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning run and her male friend running towards the field dancing with unabashed glee, celebrating her smashing performance, as the crowd cheers on. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where women are breaking barriers and pursuing all their dreams. Brains behind the first ad and second, Piyush Pandey, Chairman of Global Creative &amp; Executive Chairman, India, said, “It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion.” Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India, added, “The excitement and the stress in our heads were competing with each other. To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right, and it felt awesome. We loved the idea from our gut. Luckily, so did the client. Hats off to the all girls’ team who thought of it and hats off to Bob from Good Morning Films for making it so well.” The advertisement won over a million hearts with simple yet appealing storytelling in the ’90s and it is back to win our hearts yet again.

Cadbury Dairy Milk recreates its iconic stadium advertisement, with a wonderful twist

<ul><li>Cadbury dropped a new ad last Friday and the internet went gaga over it. The ad went viral immediately and people still haven’t stopped talking about it.</li><li>Mondelez India and <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> gave reimagined one of their popular ads from the ’90s, Cadbury Cricket 1993, and reversed the gender roles to celebrate women athletes.</li><li>And the internet is loving the much-needed plot twist. The giant has reversed the advertisement and this time, a man performs a candid, adorable celebratory dance to cheer his friend/partner.</li><li>We speak to experts to find out why a recreated ad has worked so well and how does it reflect on changing gender narratives in the advertising and marketing industry.</li></ul>I remember watching Cadbury’s iconic Stadium ad in the 90s. It was so liberating to see a woman dance in front of a packed stadium, unabashedly. It is 2021 and we women are still told how to speak, sit and talk and in the 90s, when women barely had any good, non-domestic leading roles in ads, Ogilvy and Mondelez’s ad was revolutionary. She forgets all these filters that are ingrained in our minds and just takes to the stadium to celebrate her friend’s victory, completely carefree. She was breaking the barriers metaphorically to simply express her joy and be herself. It was way ahead of its time. When I first got to know that the old Cadbury Cricket ad has been recreated, I was a little scared, to be honest. It is too iconic to be messed with (watch any Bollywood songs from the 90s which have been recreated recently, the result is disastrous). But again, it is Ogilvy and Cadbury. If someone can recreate an old ad without losing its magic, it is them. I opened the link to the ad and my worries melted away in a second, as a Dairy Milk Silk bar does on a hot day. I felt like a 10-year-old again and at the same time, I was extremely delighted to see a woman cricketer. <div type="Article" hostid="261" msid="86284608" title="Cadbury Dairy Milk recreates its iconic stadium advertisement, with a wonderful twist" mstype="2" mssubtype="0"></div> This is the contemporary take that was long overdue. The film, conceptualized by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning boundary and her male friend running towards the field dancing with unabashed glee, celebrating her smashing performance, as the crowd cheers on. As he passes by the security team and the woman blushes, I had a huge smile on my face and goosebumps. This ad is definitely staying with me for a long, long time. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where more women are breaking barriers and pursuing their dreams. And it is not just me. It has become a huge hit online and both millennials and GenZ haven’t stopped talking about it yet. Ogilvy India has beautifully retained the commercial’s soul by using the same background score by <keyword id="4457" type="General" weightage="20" keywordseo="shankar-mahadevan" source="Orion">Shankar Mahadevan</keyword> ‘Asli Swad Zindagi ka’ and keeping the dance unchoreographed. Internet users are, ergo, gushing about its nostalgia value and talking about how they have connected strongly with the ad like they did 28 years ago. Here are a few examples of how they reacted: <div type="twitter" handle="tahira_k" handlename="Tahira Kashyap Khurrana" image="http://pbs.twimg.com/profile_images/1313053660285345792/Fj8Kk_uF_normal.jpg" favoritecount="38" retweetcount="4" status="Love this🌈 https://t.co/8kukAes3ON" createdat="1631860372000" id="1438752798603046915"></div> <div type="twitter" handle="Rajyasree" handlename="Brown Sahiba" image="http://pbs.twimg.com/profile_images/1280013725617930240/lOqSTrkm_normal.jpg" favoritecount="3" retweetcount="1" status="The new Cadbury's dairy milk ad manages to be nostalgic and modern. Clever idea. Reinvent the wheel, but only sligh… https://t.co/WvP7KzddwR" createdat="1631854063000" id="1438726335984070656"></div> <div type="twitter" handle="beastoftraal" handlename="Karthik 🇮🇳" image="http://pbs.twimg.com/profile_images/1140493276316745734/WH-6N17h_normal.jpg" favoritecount="17137" retweetcount="4271" status="Oh wow!! Take a bow, Cadbury Dairy Milk and Ogilvy :) A simple, obvious twist that was long overdue, and staring ri… https://t.co/8rWdYMxf3L" createdat="1631853973000" id="1438725960354779143"></div> <div type="twitter" handle="bathamania" handlename="Vbatham" image="http://pbs.twimg.com/profile_images/1269631899523301381/0AQFq1lF_normal.jpg" favoritecount="0" retweetcount="0" status="@beastoftraal bang on. Brilliant gender reversal of the iconic Cadburys adv...instant reminder of my adolescent years" createdat="1631866588000" id="1438778870723796994"></div> Team Ogilvy was scared and excited to recreate this ad but they trusted the idea and stood up to the challenge. “It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion,” said <keyword id="6375200" type="General" weightage="20" keywordseo="piyush-pandey" source="Orion">Piyush Pandey</keyword>, Chairman of Global Creative &amp; Executive Chairman, India. Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India said, “To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right, and it felt awesome. We loved the idea from our gut. Luckily, so did the client.” We reached out to senior creative folks from the advertising industry to find out their opinion on this remake. Here’s what they had to say: <cmsannotation type="cmsannotation" annotationid="Russell Barrett, CCO &amp; CEO, BBH India and Publicis Worldwide India:" text="Russell Barrett, CCO &amp; CEO, BBH India and Publicis Worldwide India:">Russell Barrett, CCO &amp; CEO, BBH India and Publicis Worldwide India:</cmsannotation> Firstly, let me start by saying that the original Cadbury’s ad was not just a lovely ad for its time, but the sheer infectious joy that ad captured ensured it also travelled well. Even through time. It was at that time already an ad that promoted a strong, confident female narrative. But remaking an old classic does not immediately guarantee that the remake will be successful. Many ads have been remade over the years and have not managed to gain this kind of traction. The ads detractors (yes, there are a few) feel it has been opportunistic, however, I believe that it has made a culturally relevant point at a time where we are seeing the emergence of a strong social narrative. Timing is eventually everything and the timing of this ad couldn’t have been better than today. Especially after the brilliant showing of our female athletes in Tokyo and of course at the onset of the women’s teams tour of Australia. <cmsannotation type="cmsannotation" annotationid="Rahul Mathew, Chief Creative Officer, DDB Mudra Group:" text="Rahul Mathew, Chief Creative Officer, DDB Mudra Group:">Rahul Mathew, Chief Creative Officer, DDB Mudra Group:</cmsannotation> Advertising’s relationship with the Cadbury girl goes way beyond the brand itself. We’ve shamelessly borrowed her for countless manifestoes, avs, references and moodboards to represent carefreeness or unbridled joy. Because in that inimitable jig, all of us saw a bold girl who crossed more than just the boundary rope. Today, that same jig has been used to salute our bold girls in blue. I’ve always believed that the true power of advertising lies in being able to have conversations with society. The girl did it then and the boy is doing it now. <cmsannotation type="cmsannotation" annotationid="Mukund Olety- Chief Creative Officer, VMLY&amp;R India:" text="Mukund Olety- Chief Creative Officer, VMLY&amp;R India:">Mukund Olety- Chief Creative Officer, VMLY&amp;R India:</cmsannotation> The original was the reason behind a lot of people joining advertising. It truly defined a generation. What an iconic it was! And to recreate this classic required some guts, conviction and brave clients. And thank God for that. Hitting straight out of the park, this recreated classic turns gender roles over its head and defines the new generation. As a standalone, it’s a lively ad with a clear message. It’s charming and memorable. Add a sprinkle of nostalgia for goosebumps. I really hope the ad industry does not jump on to the remaking bandwagon. Like Bollywood. The first couple of times, it’s fun but when you overdo it, it gets to you. The changing narrative around gender reflects the changing society and mindset. And I am glad more and more brands are saying the right things, even in their mainstream communication and not just as a one-off or an awards piece. <cmsannotation type="cmsannotation" annotationid="Ramanuj Shastry, Director and Co-founder, Infectious Advertising:" text="Ramanuj Shastry, Director and Co-founder, Infectious Advertising:">Ramanuj Shastry, Director and Co-founder, Infectious Advertising:</cmsannotation> Nostalgia is a powerful feeling and the new Cadbury’s Dairy Milk ad inspires that among the 45+ crowd who watched the original some 27 years back. Refreshing the ad by flipping the genders of the protagonists is a smart move. The ad confirms to the changing gender stereotypes in the A&amp;M Industry.

Here’s what experts have to say about Cadbury Dairy Milk’s latest ad that has taken the internet by storm

<ul><li>Controversies have always been a part of the advertising industry and the year 2021 was no different.</li><li>The year was full of ups and downs and a lot of brands landed in trouble for hurting religious sentiments through their campaigns.</li><li>We look at the year gone by and some brand controversies that erupted in India.</li></ul>2021 was bitter-sweet for the Indian advertising industry. This year gave us beautiful campaigns such as Cadbury’s remake of the famous stadium ad with the wonderful jingle Kuch Khaas hai, CRED’s Indiranagar Ka Gunda that still continues to appear in memes on the internet, Bhima’s Pure as Love ad that challenged the status quo, to mention a few. However, it was also a year full of controversies. Many brands landed themselves in trouble and numerous campaigns had to be pulled off. It is not too difficult today for a small tweet to snowball into a boycott trend, something that is every marketers’ and agency’s nightmare. At the same time, when brands have a presence on social media, they start having an opinion or a voice. If brands err on the side of caution, they are simply selling products to consumers and not engaging with them on a personal level. There will always be users who support the brand for standing up and fighting for causes they believe in but there will also be those who would oppose them at the slightest disagreement. GenZ is also becoming increasingly aware of how advertising works and is able to separate grey from black. They view brands as a form of self-expression and to connect with them, brands are also expected to go beyond just selling their products. They are known to connect with brands that they feel are socially and environmentally conscious. So, while many experts advise brands to steer clear of religious topics or make any political statements, there’s also pressure on brands and companies to take firm stands on issues that matter to these young consumers. As brands try to find the balance between making the right statement and offending a majority in the coming year, here are a few brands who found themselves in troubled waters this year: Manyavar Bridal wear brand Mohey had released a commercial that aimed to offer a fresh perspective to the Hindu wedding ritual 'Kanyadaan.' With its campaign featuring Alia Bhatt, Mohey promoted women empowerment and gave a more gender-sensitive touch to the age-old tradition of ‘Kanyandaan’ in Hindu weddings and insisted on bringing in ‘Kanyamaan’ instead. “Through the film, Mohey’s brand ambassador Alia Bhatt questions the conventional beliefs that require a daughter to conform to being ‘given away’ at her wedding. She makes a choice on her wedding day to rethink rituals, stating what Kanyadaan means in modern times, making it more equal and progressive for her present and future generations,” explained its press release. However, this campaign did not sit well with Twitter users. It flared up a controversy on social media and the hashtag #BoycottManyavar started trending on Twitter. The trolls slammed the ad for mocking Hindu traditions. <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div> Cadbury beef row Mondelez India had found itself in a soup too after a few screenshots surfaced on Twitter suggesting that its Cadbury Dairy Milk may contain gelatine derived from beef. Trolls were quick to call for a boycott on all Mondelez products but some users even pointed out that the screenshot being shared is that of Cadbury Australia’s website. <div type="twitter" handle="DairyMilkIn" handlename="Cadbury Dairy Milk" image="http://pbs.twimg.com/profile_images/1327255370444668928/1NjkNhJE_normal.jpg" favoritecount="963" retweetcount="241" status="https://t.co/798qgPozsF" createdat="1626616484000" id="1416758336909840387"></div> The chocolate and snacks giant later clarified that its products in India are all vegetarian. It said that the screenshots circulated were of the company’s products sold overseas. FabIndia Clothing brand FabIndia was criticised for its collection named 'Jashn-e-Riwaaz.' Twitterati alleged that the campaign purposely tried to hurt religious sentiments by associating the name ‘Jashn-e-Riwaaz’ with Diwali, a Hindu festival. They even had a problem with women not wearing their badges of being married such as bindis, bangles and sindoor. Tejasvi Surya, MP and National President of the BJP Yuva Morcha had tweeted, “Deepavali is not Jash-e-Riwaaz. This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out. Brands like Fabindia must face economic costs for such deliberate misadventures.” Soon after that tweet, FabIndia deleted its post across social media and renamed its collection to ‘Jilmil-si-Diwali.’ Sabyasachi The designer brand was trolled heavily for allegedly hurting religious sentiments by promoting their ‘Royal Bengal Mangalsutra,’ which is a part of their Intimate Fine Jewellery line. The ace designer behind it, <keyword id="7202" type="General" weightage="20" keywordseo="sabyasachi-mukherjee" source="Orion">Sabyasachi Mukherjee</keyword>, decided to withdraw the campaign after it triggered an avalanche of online trolling for hurting religious sentiments. He retracted his campaign after Madhya Pradesh’s Home Minister Narottam Mishra issued a "24-hour ultimatum" and threatened to send the "police force." <div type="image" title="Sabya and mangalsutra ads" msid="88322071" hostid="261"></div> Dabur’s Fem In the same week, Dabur’s Fem Cream Bleach advertisement stirred a boycott trend for showing a same-sex couple celebrating the Hindu festival of Karva Chauth. <div type="Youtube" id="-yu4_BIPkXU" title="Fem Ad on Karwa Chauth | Dabur Fem Controversial Ad | Viral Video" thumbUrl="https://i.ytimg.com/vi/-yu4_BIPkXU/mqdefault.jpg"></div> CEAT CEAT Tyres was criticised for an ad featuring Aamir Khan in which the actor was seen advising people not to burst crackers on Diwali. <div type="Youtube" id="wm4kOghHQ24" title="Switch to CEAT SecuraDrive | Aamir Khan- Cricket" thumbUrl="https://i.ytimg.com/vi/wm4kOghHQ24/mqdefault.jpg"></div> Zomato Zomato landed in a controversy in October after a customer from Tamil Nadu alleged he was denied a refund for a missing item in his order as he didn't know the ‘national language’ Hindi. Soon, a massive backlash followed on Twitter with many slamming the food delivery app for imposing Hindi on its customers. This also led to hashtags "Reject_Zomato" and "ZomatoSpeakTamil" trending on top. Fortune oil When Sourav Ganguly, BCCI President and Former India Cricket Captain, suffered a mild heart attack in January, netizens happened to re-discover his old ad endorsing Fortune's Cooking Oil. It then triggered a slew of tweets and jokes with people questioning the effectiveness of the oil and also wondering how the brand will tackle this crisis. <div type="twitter" handle="arifaajakia" handlename="Arif Aajakia" image="http://pbs.twimg.com/profile_images/1463855466463862798/ZR5EoEHM_normal.jpg" favoritecount="161" retweetcount="13" status="Dada, get well soon. We love you. You are a tiger, you will come back roaring. @SGanguly99 https://t.co/F5rkPAlmNE" createdat="1609734280000" id="1345949241093586946"></div> On Valentine’s day this year, the brand published an honest print ad clarifying that there are many factors that can affect our heart's health. Adani Wilmar’s Fortune rice bran cooking oil was the only brand that did not bow down to trolls. <div type="twitter" handle="FortuneFoods" handlename="Fortune Foods" image="http://pbs.twimg.com/profile_images/1230878437541371904/69ad0EW2_normal.jpg" favoritecount="15" retweetcount="2" status="Dada made a healthy comeback, as he always does! Here's a 'heart' felt message from him on Valentine's Day. Let's h… https://t.co/Je2cGatoz8" createdat="1613277036000" id="1360808636755320837"></div>

From Manyavar’s Kanyadaan to Cadbury’s beef row, here are a few brands that found themselves in trouble in 2021

<ul><li>2019 was a good year for advertising in the mobile space. </li><li>From Idea collaborating with Mallika Dua and creating an AR based campaign, to Flipkart using VR to leverage Amitabh Bachchan's brand presence, the year saw brands investing heavily on the mobile and interactive ads.</li><li>As it expands further this year, <keyword id="4747401" type="PERSON" weightage="20" keywordseo="mCanvas">mCanvas</keyword> Ads compiled a list of the top 10 interactive ads from 2019 that have set precedent for the industry. </li></ul>2019 – the year when brands stopped at nothing to engage users through creative storytelling. From prompting them to jump, blink, tilt and experience the ad in augmented and virtual reality, we’ve seen it all. Of the hundreds of campaigns we executed this year, here are the top 10 interactive mobile ads of 2019, as compiled by mCanvas: 1. Idea 4G - #IndiaKaLiveNetwork | Video Chat Bot One of the biggest milestones in 2019 was the creation of a campaign that featured a first-of-its-kind Artificial Intelligence (AI) – led, interactive video chat bot for Idea 4G. Using AI and Machine Learning, the ad campaign enabled users to speak to Idea’s brand ambassador and comedian, Mallika Dua, who advised them against wrongful behaviour. 2. Mercedes–Benz GLC | Voice Recognition Technolog Premium car manufacturer, Mercedes–Benz, wanted to promote its most novel feature of the car – the Mercedes-Benz User Experience or MBUX, a smart multimedia system and in-car voice activated assistant. Using speech recognition technology, the rich-media ad encouraged users to actively participate by asking the creative questions, that could also be asked to the MBUX in the car. 3. Flipkart – The Big Billion Days Sale | Virtual Reality In keeping with the cultural traditions strongly upheld in India, Flipkart, the Indian e-commerce giant, promoted its yearly sale – The Big Billion Days Sale through an interactive ad that tied in the auspiciousness of the moon, with the theme ‘Deals Ka Chand’. Utilising virtual reality (VR) and sound recognition technology, the creative prompted users to find the moon to reveal exciting offers from the sale. Further, the ad experience was extended to a microsite, which could also be shared on social platforms, and was directly promoted by Flipkart. 4. ASUS Zenbook Pro Duo | Real-Time Eye-Blink Detection ASUS aimed to promote India’s first dual-screen laptop – the ASUS Zenbook Pro Duo, in a manner that would resonate well with users. In line with the brand’s objective, the innovative mobile campaign used technology of tomorrow, to promote a product of tomorrow – the ASUS Zenbook Pro Duo. Using eye-blink detection technology, the ad prompted users to blink to reveal the product. This experience was a first-of-its-kind in the rich-media industry, creating a user experience like no other. 5. Figaro – Women’s Day | Branded Sharable Selfie Figaro’s campaign to celebrate women’s day was an absolute hit among the audience. The ad encouraged users to take a selfie, enabling them to be the face of the brand. Thereafter, the brand gathered some of these selfies and shared a collage on their social media handles, wishing women a ‘Happy Women’s Day’. The experience was sharable, wherein women could also invite their friends to experience the creative. 6. Godrej Appliances – Go Green | Colour Recognition Technology For World Environment Day, Godrej Appliances launched their ‘Go Green’ initiative with a mobile-led ad to promote their range of eco-friendly air conditioners (ACs). The ad prompted users to scan and select green objects in an augmented reality (AR). Using colour recognition technology, the ad detected these objects and revealed the ACs that not only cool the users, but also efficaciously cools the planet. 7. L'Oréal Professionnel – Parisian Cool | Offline-to-Online Experience L'Oréal’s offline-to-online marketing strategy set it apart from other mobile-based ads we’ve seen this year. To create buzz around its new hair colour trend Parisian Cool, L'Oréal unveiled a campaign that first cued users to scan a unique QR code placed across 3,000 L’Oréal Professionnel salons in the country. Using their mobile phones, users could scan the code, which would direct them to the digital experience. Users were prompted to take a personality quiz on their mobile, based on which a hair colour was suggested. 8. Bajaj Allianz General Insurance | Real-time Weather API &amp; Augmented Reality Bajaj Allianz General Insurance unveiled a highly interactive mobile-led campaign to promote its insurance policies in light of the smog crisis that plagued northern India in late 2019. Using real-time weather API and AR, the ad dynamically showcased the respective city’s name and Air Quality Index, before revealing the insurance cover. This experience in its entirety, elevated the user’s interaction with the ad, providing the brand’s insurance cover as a solution. 9. Cadbury Dairy Milk Silk Hazelnuts | Smarticle Setting interactive ads aside, another aspect of building a strong brand reputation, is through storytelling. With the desire to create awareness about its newest addition to the Silk range – Turkish Hazelnuts, Cadbury, unveiled a storytelling – styled campaign on mobile. Using mCanvas’ proprietary content solution – Smarticle, the campaign encouraged users to scroll down and press and hold on the article to highlight the history of the chocolate as an interactive story. 10. Bira 91 – ICC World Cup | Real-time API Bira 91, one of the most popular beer brands in the country, also unveiled a dynamic ad to promote its six-pack beer during the largest cricketing event in the world - the ICC World Cup. Using real-time API technology, when a super six was scored, the ad dynamically featured the current score, along with an animation of a ball being hit for 6 out of the stadium. Alternatively, when a perfect delivery was made, the ad creative prompted users to tilt their phone forward, to take a wicket. 2019 has been a good year for advertising in the mobile space. And we’re working towards making it bigger and better in 2020!

These top 10 ads from 2019 made the best use of mobile marketing

<ul><li> As we come to the end of 2021, most of us are entering 2022 with a lot of hope and positivity. </li><li>Despite the challenges, 2021 turned out to be a good year in terms of the campaigns our creative agencies churned out. We saw many heartwarming, thought-provoking, quirky campaigns that won our hearts through the year.</li><li>In today's edition of our year-ender series, we talk to the best storytellers from the Indian advertising world and they tell us their expectations from 2022.</li></ul>2020 was one of the most difficult years we have faced in recent times which brought with it massive challenges. With people stuck at their homes, many of the traditional mediums witnessed a huge drop in spending. 2021, therefore has been a year of slow recovery. While the first half of the year was, in some ways, even more challenging, owing to the havoc the second wave of Covid-19 wreaked, things have been steadying slowly. The second half of the year has seen consumer sentiments slowly moving towards positive and it has been a good festive season. GroupM in its recently published report gave some positive news, that the industry is recovering much faster than earlier anticipated. And there have been signs of the green shoots too with different mediums recording good growth. BARC recently revealed that the November ad volumes for Television stood at 156 million seconds, 3% higher than 2020 and 31% higher than 2019. Meanwhile, Digital has been witnessing steady growth. Magna’s recently released report noted that digital ad formats grew by +20% (APAC average: +23%) to Rs 21,400 crore, while traditional media rose +12% to Rs 44,300 crore. The report also predicted a good recovery for traditional mediums like Print that were impacted due to the pandemic. For mediums like OOH and Experiential, the recovery is slower but again, the hope is 2022 will bring some cheer. With consumer sentiments turning positive and brands’ increasing willingness to spend more on advertising, things seem to be on the mend for now. However, even in a year when AdEx had been impacted, our creative agencies came up with some beautiful campaigns to make the year just a little better for us. From CRED’s Indiranagar ka Gunda to Mondelez’s reimagining of its iconic cricket stadium ad for Cadbury Dairy Milk, we have seen some heartwarming ads that made the year just a little more bearable. Meanwhile, a lot of brands also moved towards purpose-driven marketing. We also saw agencies come up with wonderful ideas to solve consumer problems. So, there was a shift from hard-selling to storytellers also becoming problem-solvers and this is a trend we hope stays. It will all be about going that extra mile, doing some good for the society. We will continue to see a lot of these trends in 2022 as well, but there is more in store. While the industry is moving towards the next year with cautious optimism, we spoke to a few experts from the advertising industry to understand what we can expect from 2022, and here is what they had to say: <keyword id="269997" type="General" weightage="20" keywordseo="amer-jaleel" source="Orion">Amer Jaleel</keyword>, Group CCO &amp; Chairman, MullenLowe Lintas Group The Rise of Regionalism in Advertising At one level, people are becoming more like each other. But look closer and you’ll see more alike, yes but also differently alike. Regionalism undoubtedly will be one of the dominant themes in the coming years, and this does not mean the archaic translations or redubbing of Hindi work that we used to churn out as a matter of course. As people receive more culturally relevant content to where they hail from or reside, we will see them shift towards themes and propositions that appeal to them. We see a confidence among people to claim their cultural territory and ask for entertainment that is more skewed towards them. And because you are viewing, not reading anymore, you can enjoy or be entertained or educated or moved in the nuances and the fine differences of the community you belong to, rather than be part of a generic mass. What that’ll mean to the creative process and production process you can only imagine in a country such as ours. Per piece, per project budgets will keep getting squeezed but overall outlays will go through the roof and marketing costs are bound to explode. It’s interesting times for a creative partner to both strategise in depth and create a plethora of gloriously unique work for the same brand over differentiated audiences. The more the frenzier, ha ha.” <keyword id="3844858" type="General" weightage="20" keywordseo="kainaz-karmakar" source="Orion">Kainaz Karmakar</keyword> &amp; Harshad Rajadhyaksha, CCOs, <keyword id="138018" type="General" weightage="20" keywordseo="ogilvy" source="Orion">Ogilvy</keyword> India Seniors will learn from juniors The pace with which new media and technology are integrating themselves into advertising, we can either up-skill or pack up our egos and leave. This is the truth. The faster we internalise it, the clearer we will be about our future. If this clarity leads us to acquiring new skills, then the best teachers are the youngest people in our offices. They were almost born with a smart phone in their hands. We had to learn to live with devices and apps. They can’t imagine living without them. Technology is blood to them. Add to that the immortal enthusiasm of their youth. An hour in their company is like reading an entire issue of The Wire. We should invest in these kids. Not just money but also our time. Learning something new from them is much more fun than whatever administrative meeting we are missing to do this. The fabric of advertising as we know it is changing. It’s terrific to be a part of this change, even if it means going back to being a student. Most of us had the best time of our lives when we were students. Only this time, our teachers are younger and cooler than us. <keyword id="1106781" type="General" weightage="20" keywordseo="rahul-mathew" source="Orion">Rahul Mathew</keyword>, Chief Creative Officer, <keyword id="910338" type="General" weightage="20" keywordseo="DDB-Mudra-Group" source="Orion">DDB Mudra Group</keyword> Valuing, Supporting and Protecting Talent This actually isn’t a new trend, it’s going back to what this business was built on – talented people. I can’t remember who said ‘Advertising is the only business where our biggest asset leaves out of our front door every day’. But it’s the most important truth of our business. One we’ve been guilty of forgetting, often. And with work-from-home, while our talent may not be walking in and out everyday, they are getting woo-ed everyday - by in-house agencies, other creative pursuits, start-ups with more money or just by the promise of a better work-life balance. So, if we do not double down on our efforts to make our talent feel valued, supported and protected; we will not have the talent to call ourselves a creative industry. <keyword id="3616322" type="General" weightage="20" keywordseo="arun-raman" source="Orion">Arun Raman</keyword>, Chief Intelligence Officer, GREY Group India 2022: Happy Brave Year The last 2 years were all about ‘Safety First’. Any action perceived as risky, was quickly branded as irresponsible by all and sundry. And we were all forced to put our heads down and keep our distance from the unknown. Covid, particularly the Delta variant, made marketing prudent too. At a time when there were tectonic shifts happening in consumer behavior, in cultural markers and even in business models, prudence was the operative word. Protection of market shares and protection of bottom-lines were the extension of protection at home. After all, aren’t marketers human first, consumers next and sellers lastly! I predict 2022 to break these self-imposed protectionist mindset by my marketing counterparts. Most have adeptly adapted to the new business models and the new way of consumer behavior. We are already seeing green shoots of big ideas re-surfacing. Big Bold Heroic Brand Ideas. That always are by-products of brave adventurous marketers. I think 2022 will be the Return of Bravery in our industry and the beginning of the end of the pandemic infused risk-aversion. <keyword id="2932117" type="General" weightage="20" keywordseo="amit-wadhwa" source="Orion">Amit Wadhwa</keyword>, CEO India, dentsu Creative Amalgamation of Creative with Data, Technology and Digital 2021 has been a year that has had possibly the most ups and downs. Right from starting the year on a bullish note to seeing the biggest challenge with the second wave both from a business and people wellness front to finally coming out of it and closing the year on a high. The one thing that 2021 taught us was that it’s good to be ambitious but ‘cautiously ambitious’ rather than ‘bullishly ambitious’. So I guess we enter 2022 with this wisdom but there is so much more that we would need to focus on. One thing that I feel extremely passionate about is that we are in the business of creativity and our core is and will always be ‘creative’. And while I say this, we are living in an extremely dynamic world where right from methods of mining insights, ideas reaching consumers to consumers experiencing brands are all changing. 2022 will be a landmark year where creative agencies will see an even bigger transformation of the amalgamation of creative with data, technology and digital as the boundaries will vanish much faster this year. And agencies that are not ready for this change or are reluctant will face the heat while the ones who are better prepared and want to embrace the changing world will prosper. With our investments in data, tech and digital, I am all excited to embrace 2022. <keyword id="1505615" type="General" weightage="20" keywordseo="Ashish-Khazanchi" source="Orion">Ashish Khazanchi</keyword>, Managing Partner, Enormous 2022: The year of getting back to normal The pandemic was a true test of character of people, teams and organisations. While there certainly was a big drop in businesses and toplines, what was at stake was organisations' humanity. People in organisations everywhere dealt with the kind of uncertainty they never were faced before. Uncertainty of livelihoods, careers and sanity amidst surmounting work pressures. The better organisations, in my opinion, made sure that their people were taken care of at least as much as their businesses. When the specter of lockdowns was a little bit behind us, we saw a simple trend both in terms of people and companies. The ones with initiative thrived even in the midst of a terrible external situation. Anyone who did not take easy ways out, like the typical bottomline managers do, by cutting costs rather than working on newer avenues of organisational growth, are going to be the true hero companies of tomorrow. They've tasted success and now when the tides are turning, they're going to be unputdownable. 2022 will see business return to near normal, I would predict the number of pitches to go through the roof from about March. The ones with the best people and processes and creative products, will win 2022 by a mile. <keyword id="1970421" type="General" weightage="20" keywordseo="emmanuel-upputuru" source="Orion">Emmanuel Upputuru</keyword>, Chief Creative Officer, Cheil Entering a year of new adventures While the novel Covid-19 virus visited our planet last year, we bore the brunt of it this year. But as we come to the end of 2021, we can only look forward to the coming year, with lessons, hope and confidence. I believe the biggest positive is that so many possibilities have opened up suddenly for talent, companies and brands. We have entered an era where we have to deal with not just uncertainty, but with the unknown. There is a sense that anything and everything is possible today. Some can face it with fear, others with hope and a belief. But as the virus, the human race is also adapting, mutating if I may say so. So many exciting things are happening around us. Metaverse, Blockchain, NFTs, DAOs. Big brands have already entered these spaces. It looks so exciting, like an adventure. I am reminded of the song that my daughter loves and (hates it when I sing), “Don't you know there's part of me That longs to go Into the unknown? Into the unknown Into the unknown

Trends 2022: Where advertising is headed in the year to come

<ul><li>Ad &amp; Media Insider’s latest property Storyline, brought to you in association with <keyword id="1959531" type="General" weightage="20" keywordseo="Wattpad" source="Orion">Wattpad</keyword>, one of the world’s most loved <keyword id="282281" type="General" weightage="20" keywordseo="storytelling" source="Orion">storytelling</keyword> platforms, endeavors to decode what storytelling stands for today.</li><li>Today, we bring you highlights from our fourth and fifth episodes where we discuss the changing role of <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> creatives, how brands are choosing to communicate with GenZs innovatively and what role a platform like Wattpad is playing in this innovation.</li><li>Watch <keyword id="3844857" type="General" weightage="20" keywordseo="harshad-rajadhyaksha" source="Orion">Harshad Rajadhyaksha</keyword> and <keyword id="3844858" type="General" weightage="20" keywordseo="kainaz-karmakar" source="Orion">Kainaz Karmakar</keyword>, Chief Creative Officers, <keyword id="531122" type="General" weightage="20" keywordseo="Ogilvy-India" source="Orion">Ogilvy India</keyword> and <keyword id="3747310" type="General" weightage="20" keywordseo="devashish-sharma" source="Orion">Devashish Sharma</keyword>, Country Head, Wattpad India talk about the evolution of creativity and storytelling and how they are evolving as storytellers to tell successful stories in today's world.</li></ul>Episode 4: Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India Most of us have loved the work coming out of Ogilvy India in the last few years and the creative powerhouse between most of that work is Harshad Rajadhyaksha and Kainaz Karmakar, the Chief Creative Officers at the agency. The duo, along with Sukesh Nayak, Ogilvy India’s third CCO, have been at the forefront of crafting inimitable stories that have won our hearts while creating an impact. Be it the recent recreation of Cadbury Dairy Milk’s famous Cricket stadium ad, or its work for Hindustan Unilever titled ‘The Shower’ which won a National Award, Ogilvy has time and again proven the impact good storytelling can have in brand building and in making a brand a part of a consumer’s lives. In the 4th episode of Ad &amp; Media Insider’s Storyline, brought to you in association with Wattpad, one of the world’s most loved storytelling platforms, we spoke to Karmakar and Rajadhyaksha to understand their creative process and their thoughts on the evolution of storytelling and what the future holds. The evolution of storytelling We have seen the <keyword id="6354839" type="General" weightage="20" keywordseo="marketing" source="Orion">marketing</keyword> landscape transform at a fairly rapid pace in the last 5 years. With more and more platforms cropping up, consumers are finding more places to express themselves, and brands are having to reach out to them at different touchpoints. What kind of impact has that had on the way Ogilvy has been telling stories? “Storytelling is as timeless as love or friendship, so I don't think it's going out of fashion anytime soon, or even later. But there has been a rapid transformation, especially in the last five years. I would not call it a change, rather, I feel there has been an expansion. Something fantastic has happened, media has become more open and liberalised and our first encounter with this happened back in 2015, when we did a campaign on zero budget to end open acid sale. We worked with like-minded people and with a real acid attack survivor. We shot the film. Had this been 20 years back, we would have had no place to show the film because media needed to be bought. It still needs to be bought but now there is also freedom to put out your own content. We put the film on YouTube and Facebook, promoted it ourselves, and the trajectory of the campaign has been astounding. It has won everything there is to be won, and we could achieve our goals with zero budgets and it was made possible largely by the changing nature of media,” said Karmakar. But does having a plethora of platforms pose the problem of plenty? Do creatives now have to think of communications suited for individual platforms? “Between Kainaz and I, we have spent around 20-25 years in advertising and we have ourselves evolved from the era of Print to Television. Then somewhere in the second decade, we started getting used to the concept of smartphones and multiple apps and hence multiple screens. But if your story is engaging with the relevant connect, the medium becomes secondary. Technology has put the spotlight on people who could all become storytellers, and brands saw people enjoying this content and slowly realized its power and thought of latching on to it. So, in terms of the number of mediums, I feel the more the merrier because today you just have a width and variety of storytelling,” explained Rajadhyaksha. From advertisers to product managers to solution finders With the evolution of media and advancement of technology, many brands are now also open to experimenting where, as a pat of a campaign, they have ended up creating a completely new product. In an attempt to encourage the habit of washing hands with soap among children in rural India, Ogilvy helped Savlon create special chalk sticks infused with soap. In another campaign to promote a similar habit, Ogilvy created a heat stamp to put on roti at the Maha Kumbh Mela for Lifebuoy. The brand’s message-on-a-roti ended up reaching over 5 million people. In both these campaigns, the idea led to the creation of a completely new product. Both these campaigns won awards and hearts. Is it challenging for agencies to then have clients come up to them and say they want to create a completely new product and take the business to a new trajectory? “It's not a stress at all. What I really love about the times that we work in is that our clients are super excited about doing work that is new and innovative. And that is something we should grab with both hands and make the most. I would be very worried if our clients weren't pushing us. The fact that they want different solutions, to use different media and support us, is a great sign. Recently, one of our teams has come up with a karaoke technique to help people with early Alzheimer's, in collaboration with MTV. So, the fact that clients are asking us to do such work and they are excited about it, is not a pressure but a thing of joy. The truth of the m after is we are actually becoming solution finders above and beyond just communicating a message. People are interacting, touching and feeling things beyond your client’s products, these are products made by you. They're actually getting to experience technologies that have been just ideas in your head and now we’re seeing them out there actually helping someone. It has also brought clients and agencies closer than before. It's a great time to be in the creative business,” said Karmakar. A message for marketers With the advent of Web 3.0 and us looking at a world where a metaverse might soon become a reality, things are changing at a rapid pace. What are a few things marketers should keep in mind to be able to navigate these highly dynamic times? “I feel no matter how much technology you have, or whatever new media comes in, the absence of a great idea means your money is not well spent. In fact, it's money wasted. So, first find yourself a partner who can give you a great idea, and then use your media, technology, etc, as partners to that. Do not work the other way around because everything starts with an idea and that is not going to change,” said Karmakar. Sharing his tip for marketers, hought, Rajadhyaksha added, “Completely well-meaning clients and brand custodians, at times, have brand guidelines about what the brand’s personality should be. But when it comes to exploring certain new-age things, treat your brand DNA and the personality of your brand like your family name, but treat the new media like the grandkids of the family. While they will bear your family name, allow them to be a little different, to take a few more risks. That's how I would encourage all clients to look at the newer mediums. You might be an 80-year-old legacy brand who advertises and talks in a certain way in your storytelling on TV. We aren’t saying become someone with a completely different personality on the newer mediums, but be a little adventurous and bolder and allow the younger kids in your organization and the agency to deviate a bit. Let them live their lives their way, as long as they still bear your family surname.” Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="1" retweetcount="1" status="LIVE | Join Kainaz Karmarkar (@spalifekainaz) and Harshad Rajadhyaksha (@Harsh_Words), CCOs, @Ogilvy_India as they… https://t.co/63l7yYar9K" createdat="1645702223000" id="1496809730655748100"></div> Episode 5: Devashish Sharma, Country Head, Wattpad India The art of storytelling has changed and new-age mediums like Wattpad are at the heart of this change. To understand the role Wattpad has been playing in this evolution of storytelling, we caught up with Devashish Sharma, Country Head, Wattpad India, who told us how consumers are using the platform, how that is helping brands connect with an engaged set of audience and what the future of storytelling could look like. From one-way communications to interactivity The biggest way in which storytelling has transformed in today’s digital era is by opening it up to consumers. In the TV and Radio era, a brand would come up with a one-way communication, which has undergone a complete transformation now. Explaining this evolution, Sharma said, “About 15-20 years back, a lot of brand building was one-way messaging. Brands would create something and then push it down to millions of Indians, predominantly TV or billboard. However, in the Internet era where the target audience has become younger, the focus of brands have shifted to digital platforms. And recently, it is also about interactive content. Today, brands don't just want to push their messaging, they want the audiences to create their viewpoint about the messaging and have a discussion with the brand about it. In lieu, it creates more awareness in a very interesting and exciting manner.” Communicating with GenZ With the younger generation which is difficult to please and said to have reduced attention spans, brands now have the task of finding innovative ways of engaging with them. Explaining how Wattpad has been building its communication to engage with this audience Sharma said, “If I were to look at it from a Wattpad lens, we are a very democratic platform where anybody can write on a topic they love, and at the same time, consume stories on a specific niche topic that might interest them. However, what differentiates us is the fact that the experience you get on our platform is not just of reading a book, it is also about connecting with other readers, leading to social engagement. Beyond this, the stories that become really popular and are highly engaging are taken on by production houses and top studios to turn into movies, TV shows, web series or other forms of digital entertainment. As a platform, being at the epicenter of ideas directly coming in from Gen Z storytellers allow us to really capture the right stories which we amplify.” Why long-form content works While there has been a debate for a long time around decreasing attention spans, Wattpad has been able to make long-form content, and has held its audiences captive with engaging stories on its platform. So what is it that Wattpad has gotten right? “Personally, I feel that the idea that people have less attention span is a bit of a misnomer. It might be true in certain contexts, but given the right content in the right format, people definitely make time to consume it. If a certain content captures your interest group and the experience of consuming it is something that you really enjoy, people will definitely prefer long- form content because it adds meaning and gives you much more than just snacking on punchlines,” explained Sharma. There has also been an ongoing debate about whether the younger population reads at all. However, the fact that Wattpad has a community of about 94 million readers and writers on its platform proves that given the right content and right amount of social engagement, people will stay on the platform and consume content, added Sharma. “The entire social element really elevates the user experience because we are able to give our audiences the liberty of connecting with the creator of the content and also other readers who love the same content as you. This bonding evokes a strong emotional response which is something that brands really like because when they work with us, they know that the content they're getting already has a built-in audience that did not just skim through it but actually interacted with it. So, the secret sauce is to have a platform that enriches the experience of consuming content and provides more democracy in terms of capturing diverse voices.” How brands are using Wattpad Today, more and more brands are open to experimenting with mediums and formats that is giving them highly innovative ways of engaging with their target audiences. So how has a platform like Wattpad helped brands create engaging stories and build enduring relationships with their audiences? “At Wattpad, our focus is on figuring out how our community can bring value to brands in the form of stories. And that's the real value that brands get. So, when brands have a brief, they come to us, we work with them to figure out how to engage the community from day one, where we invite all our users on the platform to write their version of stories on the messaging that the brand wants to create awareness on. So, instead one story, you get maybe thousands of stories from all over the world from your target audience that really connects with your brand messaging. Once the stories come, we pick the top stories and promote them for more readership because we realize that readers around the world who may not have written content still want to connect with the brand on the messaging that other users on Wattpad have written. And since we also have a studios division, we are able to adapt these stories into video and other formats that can traverse the messaging of the brand beyond Wattpad into more video-focused channels,” he explained. Earlier this year, Wattpad worked with Maybelline on a campaign for raising awareness on the impact the pandemic had on the mental health of Gen Zs around the world under the hashtag Brave Together. Wattpad invited everybody to write a short story or a personal experience around the topic and for every story that came in, the platform partnered with an NGO to donate a certain amount to raise awareness around mental health. “A campaign like this made the community feel that the brand cares about its voice and is not pushing its messaging on them. Secondly, the involvement of the nonprofit increased the connection with the brand, making the entire initiative more genuine. And this sort of brand positioning really benefits the brand in the long-term because they are able to create fans instead of just consumers,” he shared. So are there a few factors that can help brands success on Wattpad? Sharma said, “The key to being successful as a brand on Wattpad is to support a messaging for your brand that Gen Z users really care about. And secondly, be open to their interpretation of the message that you want to create awareness on. For example, we did a campaign with Puma in India where they launched a clothing and shoe line with Mary Kom and the hashtag was Born to Provoke. I really liked the way they used Wattpad. They invited our community members in India to write a story, a personal experience, a song or poetry to celebrate women breaking barriers. We got stories from different parts of the country that spoke about women from different age groups and backgrounds breaking societal norms. This was a very successful campaign and I think I use it as a benchmark because the brand here took a backseat, letting its target audience do all the work, whether its creation or consumption of the content. And a lot of users, on finding a story or song that they resonated with, shared it on their social network. So, the voice of the whole campaign went beyond just Wattpad.” With a community of more than 94 million people on its platform from across the world, Wattpad is witnessing an increasingly growing community of highly engaged audiences, opening up opportunities for brands to drive their brand messaging to a highly targeted audience. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="4" retweetcount="2" status="LIVE | Join Devashish Sharma (@devunofficial), Country Head, Wattpad in conversation with Ashwin Raghunath as they… https://t.co/zqsgEg6zo0" createdat="1646047811000" id="1498259230859542530"></div>

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