Indian advertising in 2024 has been marked by campaigns that blend creativity, culture, and social impact. From fashion and food to fitness and technology, here’s a roundup of the best Indian ad campaigns of the year 2024, reflecting the changing dynamics of the industry.
Best Indian Ad Campaigns 2024
1. Milton One Touch Casseroles
Agency: Ogilvy India
Milton’s ad for its One Touch Casseroles is a clever take on how people react to a brand. The ad capitalizes on a typical “good news” scenario, where the wife’s teasing remark leads the husband to think it’s something personal, but instead, she excitedly pitches the casserole. The ad’s script ties perfectly with the product’s features, making it a humorous and effective way to introduce the product. It’s one of the best Indian campaigns of 2024.
2. Zomato Diwali
Agency: In-house
Zomato’s Diwali 2024 ad continues the brand’s tradition of smart, humorous communication. This time, it parodies a popular Diwali meme, bringing in Piyush Mishra for gravitas. The ad is filled with tiny nuances and quirky humor, including gems like “Satya NASA,” ensuring viewers engage with it and share it among themselves.
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3. Colgate
Agency: Ogilvy India
Another one of the best Indian campaigns of 2024 is Colgate’s campaign. It promotes brushing before bedtime and continues to innovate with its ad approach. The latest version uses a clever sleight-of-hand tactic by presenting “sinfully exciting food items” to highlight the importance of brushing after enjoying sweet food. The ad remains a consistent and impactful reminder of the brand’s health message.
4. Swiggy
Creative agency: In-house
Swiggy’s mango-scented print ad is memorable for its creative use of scent and its impact even when viewed digitally. The tagline “Read this ad with your nose” triggers a sensory recall, making the ad a clever play on memory and association. It’s a perfect example of using sensory marketing to grab attention.
These campaigns all stand out for their creative executions and strong storytelling, effectively combining humor, innovation, and cultural relevance to engage their audiences.
5. Ramraj
Agency: Vermillion Communications
Ramraj’s ad stands out for its storytelling technique. The ad uses a freeze-frame technique to visually highlight the product while weaving a narrative about how Ramraj binds different aspects of Indian culture together. It’s a beautifully executed ad that leverages tradition and visual storytelling to capture attention.
6. Lahori Zeera
Agency: Enormous
Lahori Zeera’s ad is one of the most inventive and best Indian campaigns of 2024, thanks to its creative approach. Instead of simply showing people consuming the product in the usual way, the ad exaggerates the consumption by pairing it with challenging tasks like running, wrestling, and even swimming. The activities are uniquely Indian and align perfectly with the beverage’s “desi” appeal. The ad is both enjoyable and engaging, creating a fun take on the typical advertising trope.
7. Adani Group
Agency: Ogilvy India
The Adani Group ad film uses the narrative technique of building mystery around the phrase “Pehle Pankha Aayega, Phir Bijli Aayegi.” The mystery is heightened through repeated perspectives until the final reveal, which ties perfectly into the brand’s context. The only minor issue noted was the phrasing in the Hindi version of the ad, where the Tamil/Telugu/Kannada versions felt more natural.
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8. Merino Laminates
Agency: Lowe Lintas
Merino Laminates’ ad embraces the universal theme of “Be Different.” The ad uses a whimsical creative device, exaggerated through sound effects, to present the ordinary in a highly comical and exaggerated manner. It cleverly drives home the point of being distinct while keeping the audience entertained.
9. AJIO Print Advertising
Agency: In-house
AJIO took guerrilla marketing to a new level with a bold, over-the-top print ad. It’s an unapologetic public apology, cleverly written in flowery language that, once deciphered, turns out to be humorous. Released in one edition of The Times of India, it garnered attention with its directness and intent to spark online discussions.
10. WD-40
Agency: Sideways Consulting
WD-40’s series of 6-second ads is a masterclass in brevity and humor. Each ad effectively showcases the product’s functionality with a comedic twist. Despite the brief runtime, the ads are well-crafted, using sound effects and clever writing to maximize impact.
11. Zepto – Make Soan Papdi Great Again
Agency: In-house
Zepto’s “Make Soan Papdi Great Again” campaign stands out as one of the top Indian campaigns of 2024 by cleverly bringing back the nostalgic Diwali sweet as its “Comeback Officer” (CBO). The campaign taps into the emotional and humorous cultural association with Soan Papdi, a treat often passed around during festivities yet overlooked in favor of other sweets. Zepto’s initiative, offering Soan Papdi as a free gift with eligible purchases from October 18 to October 20, perfectly blends tradition with modern convenience, leveraging its rapid delivery service to reinvigorate this iconic sweet. The campaign not only reignites a sense of Diwali nostalgia but also reinforces Zepto’s role in delivering more than just products—it’s delivering memories and joy, making it a standout for its creativity, relevance, and cultural resonance.
12. Clinic Plus – Beti Bann Ke Aana
Agency: Ogilvy Mumbai
Clinic Plus’ “Beti Bann Ke Aana” campaign is a powerful step towards challenging deep-rooted gender bias in India. With its heartfelt message to normalize the wish for a daughter, the campaign urges families to embrace and celebrate the arrival of girls with the same enthusiasm as boys. By addressing the societal preference for male children, it empowers expecting mothers to proudly say, “Beti Bann Ke Aana,” reshaping cultural attitudes towards daughters. This thought-provoking campaign not only promotes gender equality but also reinforces the brand’s longstanding commitment to the mother-daughter bond, making it one of the most impactful campaigns of 2024.
13. Cadbury 5 Star – MAMA (Make AI Mediocre Again)
Agency: Ogilvy India
Cadbury 5 Star’s “Make AI Mediocre Again” (M.A.M.A) campaign is a standout in 2024, cleverly blending humor with a timely message. The campaign highlights the importance of taking a break and embracing imperfection in a world overwhelmed by AI advancements. By building a server farm to flood AI with confusing data, Cadbury 5 Star effectively slows down AI, making it as error-prone as humans, and promoting the value of doing nothing. This playful yet thought-provoking campaign stands out for its creative counter to the fast-paced, AI-driven world, encouraging people to appreciate simple, human moments.
14. Fevicol Jugalbandi
Agency: Ogilvy India
Fevicol’s “Jugalbandi” campaign is a delightful blend of tradition and humor, celebrating the brand’s core value of building strong, lasting bonds. Crafted by Ogilvy India and Prasoon Pandey of Corcoise Films, the campaign humorously showcases the musical journey of two brothers, embodying Fevicol’s unbreakable connection. With its quirky storytelling and memorable characters, the campaign reaffirms Fevicol’s legacy while marking the 100th birth anniversary of its founder. This campaign stands out as one of the best of 2024 for its perfect mix of humor, emotion, and brand promise, resonating deeply with audiences across generations.
15. Kitkat – Break par sirf KitKat break
Agency: In-house
KITKAT’s “Break par sirf break” campaign brilliantly highlights the importance of truly disconnecting during breaks in today’s fast-paced world. Featuring Ayushmann Khurrana and Queen’s iconic “I Want to Break Free” song, the campaign emphasizes the idea that a break should offer genuine relaxation, free from distractions. By pairing a relatable insight with a catchy tune, KITKAT successfully reinforces its brand promise of providing a delicious, real break. This campaign stands out as one of the best of 2024 for its creative execution, relevant messaging, and strong connection with its youthful audience, making it a refreshing reminder of the value of quality breaks.
Conclusion: Best Indian Ad Campaigns 2024
So, this list is a personal curation based on creativity, narrative strength, and execution in 2024’s advertising landscape. While these ads vary in tone, medium, and style, they collectively showcase the innovation and storytelling prowess of Indian advertising. If there are other ads that caught your attention, feel free to share them – discussions about great creative work are always inspiring!
