Some ideas don’t need to be invented. They’ve been living around us all along. In lunchboxes that return empty but somehow still full of untouched food. In the nanny who becomes family before saying goodbye. In the labels boys grow up wearing. In the resilient spirit of human beings that refuse to fade despite life’s unending tests. These are moments that we have all witnessed, but hardly given them a second thought. It just existed somewhere. But when creativity takes up the responsibility, things look a bit different. Exceptional creativity has a way of stopping us in our tracks, compelling us to look again. July’s best ads don’t create new truths; they just uncover the ones hidden in plain sight, making what was once tucked away impossible to ignore.
Campaign:‘Rang Bana Rahe’
While watching ‘Rang Bana Rahe’, it’s difficult not to think of ‘Mera Naam Joker’. Not just because the film’s lead is a colourful clown, but because it evokes the same symbolism. Raj Kapoor’s joker wears an unwavering smile through heartbreak; Berger replaces that smile with colour. Here, colour becomes a metaphor for resilience, staying vibrant through changing seasons and life’s many trials. As the song ends, “Kaise bhi ho din, rang bana rahe,” it promises the kind of paint that endures while reminding us that hope and joy
can too.
Brand: Berger Paints
Agency: Sideways Consulting
Creator: Abhijit Avasthi, Founder, Sideways Consulting
Campaign: ‘Honouring Real Heroes’
The first few weeks of motherhood come with endless questions. Baby Sebamed’s campaign shines a light on the ‘didis’ who help new mothers find their feet, teaching them how to hold, bathe and care for a newborn while offering constant reassurance. The film also beautifully captures the emotional bond these caregivers form with every family. They tell themselves not to get attached, yet they always do, making every goodbye an emotional turmoil. Instead of celebrating only mothers and babies, the campaign gives long-overdue recognition to the women who quietly build a new mother’s confidence.
Brand: Baby Sebamed
Agency: Leo India
Creator: Sachin Kamble, Chief Creative Officer, Leo India
Campaign: ‘A hard pill to swallow’
A kidnapping is usually the beginning of a thriller. Here, it’s the setup for a punchline. When kidnappers call a man’s wife with their ransom demand, she refuses to believe them because the captive’s hoarse voice sounds nothing like her husband’s. The dead end is secured only after he takes a Melts Throat Relief strip, regaining his voice and, with it, his identity. It’s an absurd premise, but one rooted in a true insight. By weaving its functional benefit into an unexpected narrative, Wellbeing Nutrition turns it into a memorable piece of entertainment.
Brand: Wellbeing Nutrition
Agency: Footloose
Creator: Rishabh Dubey, Director, Footloose
Campaign: ‘Protein Ki Zimmedari Humari’
Every parent knows the mystery: the food disappears, the lunchbox comes back empty, yet somehow the protein never seems to make it into a child’s stomach. Gritzo builds its campaign around this parenting truth. It turns mothers into detectives who uncover paneer disguised as erasers, chana as craft beads, and every other trick children invent to dodge protein. The film reframes protein avoidance as an everyday game of hide-and-seek before positioning Gritzo SuperMilk as the one thing children won’t hide.
Brand: Gritzo
Agency: Enormous
Creator: Sindhu Sharma, National Creative Director – North, Enormous
Campaign: ‘Fit For You. Feels Like You’
We all grow up wearing labels. Raymond’s latest film uses clothing labels as a metaphor for the expectations men inherit through life. “They called you small, so you learned to shrink. They called you subtle, so you gave up pink.” The lyrics capture the underlying stereotypes with surprising ease. While the catchy soundtrack keeps the film light and striking. By the time Raymond arrives at its tailoring proposition, the idea feels like a natural continuation of the story. It’s a film where the music does as much of the storytelling as the visuals.
Brand: Raymond
Agency: BBDO India
Creator: Josy Paul, Chairperson and CCO, BBDO India
