‘The Boy Who Learnt to Smile’ is less of an advertisement and more of a personal story about grief, memory and inheritance. Featuring actor Prateik Smita Patil, the film explores his relationship with his mother, Smita Patil. She passed away shortly after his birth, and Prateik grew up knowing her through photographs and films. What makes the campaign stand out is its restraint. There are no dramatic reveals or product-heavy cues, just an intimate reflection on identity and family. By positioning a smile as a thread that carries stories, emotions and legacy, Colgate elevates a simple daily habit into something profoundly human.
Brand: Colgate-Palmolive India
Agency: Ogilvy India
Creator: Juneston Mathana, Executive Creative Director, Ogilvy India
This campaign by Ralson Tyres takes a product feature—tyre durability, and wraps it in a wonderfully absurd metaphor. Playing on the word ‘ganja,’ often used for worn-out tyres, the film follows a long-curly-haired protagonist whose curls survive one outrageous mishap after another, from childhood to old age. The joke keeps escalating, but so does the message. Instead of relying on technical specifications or mileage claims, the campaign uses visual humour to make durability memorable. It’s the kind of simple creative idea that connects an otherwise functional category to enjoyable storytelling.
Brand: Ralson Tyres
Agency: Enormous
Creator: Ashish Khazanchi, Managing Partner and CCO, Enormous
This campaign film steps away from conventional fashion advertising, into the territory of perseverance and self-belief. Featuring Indian cricketer Mohammed Siraj, the film traces his journey from a modest upbringing in Hyderabad to the international stage, challenging the idea that success belongs only to those who start early or have access to the right resources. What makes the campaign resonate is its authenticity. Siraj’s story carries its own emotional weight, allowing the collection to take a backseat. Instead of leading with fashion, the film celebrates grit, zeal, discipline and intent.
Brand: Snitch
Agency: Go Productions
Creator: Uttkarsh Magoo, Co-Founder & Producer and Production Manager & Chief AD, Go Productions
Malaysia Airlines’ ‘Cricket at 30,000 Feet’ answers a question nobody really ever thought about: what if a cricket match broke out mid-flight? Created around Malaysia Airlines’ partnership with Mumbai Indians, the film turns an aircraft cabin into a makeshift stadium, where seats become boundaries, inflight Wi-Fi powers replays, and passengers transform into spectators. Rather than treating cricket as a sponsorship asset, it treats it as entertainment, creating a playful fantasy that feels perfect for a country obsessed enough to watch a cricket match almost anywhere.
Brand: Malaysia Airlines
Agency: Talented
Creators: Aarushi Periwal, Creative & Founding Member, Balaji Padmanabhan, Brand Strategy & Nabil Kureshi, Agency Producer, Talented
Vested Finance’s first brand campaign avoids the usual wealth-creation clichés and instead, focuses on a simple positioning: specialisation. At a time when many investment platforms are trying to be everything for everyone, the film argues that global investing is complex enough to deserve singular attention. Through humour and exaggeration, the campaign distinguishes itself by championing expertise over product features and return promises. It underlines that while investors may switch off, someone needs to stay focused on navigating markets across time zones.
Brand: Vested Finance
Agency: The Sweet Spot
Creator: Ramnik Chhabra, Brand & Creative Strategy Consultant, The Sweet Spot
