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The Top 20 Ad Campaigns in India: Memorable Narratives and Moments

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India, a land of vibrant colors, rich traditions, and diverse emotions, has birthed countless stories. But none resonate quite like those woven into the tapestry of Indian advertising. These campaigns transcend mere product promotion, they tap into the soul of the nation, sparking conversations, igniting laughter, and sometimes, even bringing tears to our eyes. So, let’s celebrate 20 top Indian ad campaigns that stole our hearts, each leaving an indelible mark on our collective memory.

Best Ad Campaigns in India

1. Cadbury Dairy Milk – “Good Luck Girls” Campaign

Ad Agency: Ogilvy & Mather

In 2022, Cadbury launched an awesome ad campaign on social media with a really cool idea. They took the famous ‘Asli Swad Zindagi Ka’ ad from 1990 and gave it a fresh twist. This new campaign, called “Good Luck Girls,” celebrates and honors the success of girls, recognizing them as powerful role models.

In the original ad from 1990, there was a classy scene with a girl cheering and running on the pitch for a male cricketer hitting a shot. Now, in the revamped version, Cadbury switched things up. You’ll see a male fan running and enjoying the best plays by a female cricketer. It’s a great way to show that girls can be amazing at sports too!

Indians love this ad campaign, and it’s considered one of Cadbury’s best. The campaign on social media perfectly captures Cadbury’s tagline, “Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye,” which translates to “Let something good happen, let’s have something sweet.” So, it’s all about spreading positivity and sweetness in a really fun and creative way!

2. Dove – “Stop The Beauty Test” Campaign

Ad Agency: Ogilvy

Dove, a leading personal care brand, launched an amazing ad marketing campaign addressing challenges within the Indian matrimonial landscape and arranged marriage processes. This impactful social media initiative sheds light on the harsh reality of women facing rejection based on appearance, impacting their self-esteem.

Dove’s ad campaign advocates for a shift in the evaluation criteria used in matchmaking, encouraging individuals to look beyond superficial factors like body physics and color schemes. The aim is to foster a more inclusive and accepting mindset towards diverse definitions of beauty. Widely hailed as Dove’s most impactful social media effort, this campaign aims to bring about positive change in traditional perspectives on matrimonial decisions. So, explore Dove’s groundbreaking initiative for a more inclusive and respectful approach to beauty standards in relationships.

3.  CRED: “Great For The Good” Campaign

Ad Agency: Super Team

CRED India rolled out an advertising campaign showcasing its standout feature – credit card payments with rewarding benefits. The company’s marketing initiative stars some of India’s most prominent personalities, including Rahul Dravid, Neeraj Chopra, and Jim Sarbh. The campaign, available on YouTube, centers around the concept of earning credit points through credit card usage, which can be redeemed for exciting rewards and cashback.

This social media campaign has not only garnered a million views, but has also become a viral sensation. The success of the marketing campaign can be attributed to its clever and unexpected approach to advertising, injecting humor and surprise into the messaging. So, discover the appeal of CRED India’s campaign, where credit card payments transcend mere transactions, offering users a delightful and rewarding experience.

4. Tanishq: “When It Rings True” Campaign

Ad Agency: Tanishq and Lowe Lintas


Tanishq Jewellery’s “When It Rings True” ad campaign revolves around the unique concept of celebrating the bond between a couple during an engagement. The social media campaign portrays a couple discussing their engagement, with the female lead initially hesitant but eventually confirming it, emphasizing the trust in her partner.

Tanishq’s engagement rings are highlighted as perfect for such significant occasions, symbolizing the beauty of the engagement moment. The campaign encourages the celebration of special moments and true love while delivering a message to cherish each and every moment. Trust and genuine love are highlighted as the keys to togetherness, and the marketing effort beautifully captures romantic and candid emotions in the video ad.

5. Tata Tea Premium: “Kadak Mumbai Ke Liye Kadak Chai”  Campaign

Ad Agency: Mullan Lintas


In 2021, Tata Tea Premium nailed its social media game with a campaign that broke stereotypes about professional Mumbai folks. The one-minute video showed that even though Mumbai can seem tough to outsiders, there’s still kindness and empathy. In the ad, a restaurant leader turns down job applications from an employee’s brothers due to skills but surprises everyone with her compassion towards the less fortunate. With the tagline “Kadak Mumbai ke Liye Kadak Chai,” this campaign stands out as the best ad campaign in India, highlighting the strength of Mumbai and the boldness of Tata Tea Premium.

6. Facebook: “More Together” Campaign

Ad Agency- a Facebook collaboration with Taproot Dentsu

Facebook India’s “More Together” campaign became a hit with a Diwali 2021 video that went viral. The video tells the story of a woman who runs a milk factory and hires people who lost their jobs due to the pandemic. Even though the business faces challenges, the workers stand by their boss, calling her “Pooja Didi.” This heartwarming tale, released during Diwali, made the ad campaign the best, spreading joy and capturing the spirit of unity and support during tough times.

7. Coca-cola- ‘Umeedo wali dhoop’ campaign

Ad Agency- McCann Worldgroup India

Who can forget the catchy jingle “Umeedon Wali Dhoop, Sunshine Wali Asha” (“Sunshine of Hope, Hope of Sunshine”) by Coca-Cola? This advertisement not only refreshed our thirst but also brought a sense of hope and positivity. The jingle’s infectious tune and uplifting lyrics made it a favorite sing-along for many, leaving a lasting impression with its blend of refreshment and optimistic vibes.

 8. Fortune Oil- “Ghar Ka Khana” campaign

Ad agency- Ogilvy & Mather India

Fortune took a unique approach by not explicitly mentioning their brand in their advertisement, aiming to create a sense of intrigue for the viewers. Instead, they portrayed the heartfelt story of a grandmother caring for her bedridden grandson, emphasizing the unmatched goodness of a home-cooked meal.

This emotional connection resonated strongly with the audience, leading to high brand recall and ultimately contributing to the campaign’s significant success. Fortune’s decision to focus on evoking emotions rather than direct promotion proved to be a memorable and impactful strategy. And it’s one of the best emotional ad campaigns in India.

9. Fevikwik- “TodoNahi Jodo” Campaign

Ad Agency- Ogilvy & Mather

This heartwarming ad struck a chord with us. It showcased a thoughtful gesture where an Indian soldier used Fevikwik to repair the shoes of a Pakistani soldier, sparing him from embarrassment.

Given the ongoing tension between India and Pakistan, the ad aimed to extend an olive branch of friendship. This ad campaign received widespread appreciation, resonating with people and contributing to the creation of a positive brand image. This thoughtful and inclusive message in the ad left a lasting impact, transcending boundaries and fostering goodwill.

10. Happydent-  “City Lights” Campaign

Ad Agency- McCann Worldgroup India

Happydent’s “City Lights” campaign was a game-changer. In this one-minute TV commercial from 2008, people were hilariously employed to light up a royal palace after chewing Happydent gum, turning them into “human bulbs.” The ad was conceptualized and supervised by ad guru Prasoon Joshi in 2005.

This ad was recognized among the 20 best ads of the century by The Gunn Report and won two prestigious lions at Cannes, making it the first Indian ad film to achieve such recognition. This campaign remains a shining example of how a creative and humorous approach can have a significant impact on both brand recall and sales.

11. All Out- “Stand By Tough Moms” Campaign

Ad Agency- BBDO INDIA

All Out’s ‘Stand by Tough Moms’ campaign is considered one of the best ads in India because it talks about supporting moms when they make tough parenting choices. The short film, directed by famous Bollywood filmmaker Shoojit Sircar, shows a family dealing with a situation that makes them think about parenting.

The campaign, #StandByToughMoms, raises awareness and encourages support for parents facing difficult decisions in raising their kids. People like it because it starts conversations in families and helps create a supportive atmosphere for parents. It’s seen as one of the best ads in India because it tells a powerful story and connects with people while promoting positive change.

12. Saregama: “Thank you” campaign

Ad Agency- The Womb

Saregama’s #ThankYou campaign, crafted by The Womb, shines as one of India’s top campaigns with its heartfelt message. Addressing the common oversight of taking parents and elders for granted, the initiative urges expressing gratitude through the powerful phrase “#ThankYou.” Rooted in the cultural reality of familial relationships, the campaign leverages the emotional resonance of Saregama Carvaan to bridge generational gaps. By encouraging young Indians to appreciate those who’ve made a difference, the campaign not only showcases the product’s features but also emphasizes its emotional significance. With its relatable theme and heartfelt narrative, #ThankYou stands out as a standout effort in Indian advertising, creating a meaningful connection with audiences.

13. Meesho: “Sahi Sahi Lagaya Hain” Campaign

Ad Agency: DDB Mundra, Mumbai

Before the festive season, Meesho, an online shopping platform, kicked off its “Sahi Sahi Lagaya Hain” campaign to attract customers with a variety of quality products at pocket-friendly prices. The catchy tagline, “Sahi Sahi Lagaya Hain,” struck a chord with many in India, reflecting a common phrase used during vendor negotiations. Meesho promised to be a “One Stop Solution” with the right prices. The campaign gained immense popularity on social media, turning into a viral sensation and even spawning numerous memes. Meesho’s approach not only showcased its product offerings but also created a fun and relatable connection with the audience. This campaign is widely regarded as one of the best ad campaigns in India, making Meesho a standout player in the market.

14. Amul: “Doodh hai wonderful” Campaign

Ad Agency-  FCB Ulka

Whoever came up with the Amul Doodh jingle probably deserved a big pat on the back because it became super catchy. This jingle, with its cool reggae beat and simple lyrics, was one of the most loved ads in India back in the day. It was the kind of tune that stuck in your head.

You see, jingles are like secret weapons for brands. When a jingle gets stuck in your brain, it makes you remember the brand more. This is a big deal because when people think about that product, they tend to remember your brand first, giving it an upper hand compared to others. So, that Amul Doodh jingle wasn’t just a tune; it was a smart move that made the brand stand out.

15. Subway

Ad Agency: Moonshot

Subway’s 2023 ad featuring chess legend Vishwanathan ‘Vishy’ Anand stands out as one of the best food ads of the year. Tackling the challenge of Subway’s intimidating customization process, the ad introduces the ‘Hotsellers’ menu, simplifying choices for customers. The campaign combines humor and relatability, emphasizing Subway’s commitment to accessibility. The strategic move aims to broaden Subway’s appeal, reaching both niche and mass audiences. So, the ad’s success is evident from a well-received trial run, showcasing the brand’s agility in adapting to evolving consumer preferences and its plans for a Subway delivery app.

16. Surf Excel: Daag acche hain” Campaign

Ad Agency: MullenLowe Lintas Group

Surf Excel’s “Daag Acche Hai” campaign, crafted by the MullenLowe Lintas Group, stands as one of India’s greatest ads. Breaking free from traditional detergent ads fixated on white clothes, it redefined the conversation. Connecting globally successful “Dirt is good” with Indian values, it highlighted character-building. The campaign showcased kids doing the right thing, even if it meant getting dirty – resonating culturally. The result? Brand Equity soared, turnover grew 5.4 times, making Surf Excel India’s largest laundry brand. A stellar example of the Brands to Stands philosophy, this campaign is featured prominently in the MullenLowe Lintas Group’s book, showcasing 25 brands making a significant impact with purposeful action. So, discover the brilliance that reshaped the narrative of detergent advertising in India.

Also read: Sobhita Dhulipala Teams Up with Bhima Jewels in ‘Made to Celebrate You’

17. Sabhyata: ‘Redefining Celebration’ campaign

Ad Agency- ‘P se Picture’

Sabhyata’s Diwali campaign, #RedefiningCelebration, is making waves as one of India’s best ads. The heartwarming storyline, featuring a pregnant woman seeking a job, strikes a chord with relatable situations. With a purpose-driven approach focused on women empowerment, the ad cleverly reveals the brand at the end, enhancing its authenticity. Despite the unconventional tactic, the campaign has gone viral with over 136,768 YouTube views, sparking crucial discussions online. Hence, Sabhyata’s commitment to impactful storytelling shines through, cementing its place among the best in Indian advertising.

18. Hyatt – “Perfectly Yours” Campaign

Ad Agency- Animal Advertising

Hyatt Hotel’s wedding-focused ad is a mesmerizing spectacle that skillfully conveys the concept of “we put ourselves in your shoes.” The brilliance lies in the hotel staff immersing themselves in various wedding preparation tasks, bringing the idea to life. So, what captivates viewers is the meticulous attention to detail – every shot is flawlessly centered, adding an irresistible allure to the ad. So, this almost hypnotic presentation elevates the commercial, making it highly watchable and leaving a lasting impression on the audience.

Also Read: Top 25 Upcoming South Indian Movies You Can’t-Miss in 2024

19. Prega News – “Good News Is Gender Free” campaign

Ad Agency- ADK Fortune

Prega News, a leading pregnancy detection kit by Mankind Pharmaceuticals, takes a bold stance against gender bias with its impactful campaign, #GoodNewsIsGenderFree. Released on Mother’s Day 2019, the ad challenges regressive mindsets in Indian families, urging them to prioritize a healthy baby over gender preferences. In a country where gender inequality persists, Prega News aims to foster change by encouraging a shift in outlook. Additionally, the campaign not only positions the brand as a category leader but also addresses a crucial societal issue, making it one of the best Indian ads advocating for a positive change in mindset. #PregaNewsMeansGoodNews reflects the brand’s commitment to promoting a healthier and more inclusive future.

20. WhatsApp: “It’s Between Youcampaign

Ad Agency: BBDO

WhatsApp’s “It’s Between You” campaign, a first for the brand in India, weaves heartfelt stories of genuine connections through the platform. Directed by Gauri Shinde, the ads showcase the power of privacy in fostering authentic human bonds, emphasizing that while social distance may persist, emotional closeness remains strong on WhatsApp. So, with its focus on real, relatable narratives and the tagline “It’s between you,” the campaign beautifully captures the essence of private and meaningful communication, making it a standout and resonant addition to the world of advertising.

Also Read: Policybazaar Is Redefining Health Insurance Assistance with ‘Apka Apna Saathi’ Campaign

Wrapping up: Best Ad Campaigns in India

In the colorful world of Indian ads, these campaigns aren’t just about selling stuff; they’re like little stories that stuck with us. From Cadbury making us cheer for the girls to Dove saying beauty tests are so last season, these ads go beyond selling things. They make us laugh, they make us think, and sometimes, they even make us a bit teary. Whether it’s CRED turning credit cards into a comedy show or Tata Tea saying Mumbai is strong like its chai, these ads are like a friendly chat rather than just sales pitches.

So, here’s to the ads that made us smile, cry, and think a little harder. They’re more than just ads; they’re like friends we remember. Cheers to the storytellers who make advertising a bit more like a good story and a lot less like a sales pitch!

FAQs on Best Ad Campaigns in India
Q1. Why are these ad campaigns considered the best in India?

These ad campaigns are considered the best in India because they go beyond traditional product promotion. They tap into the cultural fabric of the nation, addressing social issues, celebrating diversity, and evoking emotions. So, these campaigns have resonated with the audience, sparking conversations and leaving a lasting impact on the collective memory.

Q2. What makes an ad campaign successful in India?

Many factors contribute to the success of an ad campaign in India. Some of the most important factors include:

  • Understanding the target audience: Indian consumers are a diverse group with a wide range of needs and wants. Advertisers need to understand their target audience well to create campaigns that resonate with them.
  • Emotional connect: Indian consumers are more likely to respond to ads that evoke an emotional response. Ads that make them laugh, cry, or feel inspired are more likely to be successful.
  • Storytelling: Indians love stories. Ads that tell a compelling story are more likely to be remembered and shared.
  • Humor: Indians appreciate humor. Funny ads are more likely to be noticed and enjoyed.
  • Relevance to Indian culture: Ads that are relevant to Indian culture and values are more likely to resonate with consumers.

Q3. What are some of the trends in Indian advertising?

Some of the trends in Indian advertising include:

The rise of digital advertising: Digital advertising is becoming increasingly popular in India, as more and more consumers are spending time online. Advertisers are using a variety of digital channels, such as social media, search engines, and mobile apps, to reach their target audiences.

The use of celebrity endorsements: Indian consumers are very interested in celebrities, and advertisers are often using celebrity endorsements to promote their products.

The focus on regional languages: India is a multilingual country, and advertisers are increasingly creating campaigns in regional languages to reach a wider audience.

The use of humor: As mentioned above, Indians appreciate humor, and advertisers are using humor more and more in their campaigns.

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