Campaign: Band Baaja Bitiya
Through ‘Band Baaja Bitiya’, Goel TMT presents a powerful social message—an emotional narrative about a father who refuses to let his daughter silently endure abuse in her marital home. Instead of treating her as ‘paraya dhan,’ he brings her back with dignity and celebration, challenging deep-rooted societal norms. As a steel brand, Goel TMT connects this story to its core philosophy that true strength lies in support and protection.
Brand: Goel TMT
Agency: The Unicorn Films
Creators: Prosit Roy & Avishek Ghosh, Co-Founders, The Unicorn Films
Campaign: ‘Say It With Silk’
In an era increasingly dominated by artificial intelligence, the film taps into the emotional landscape of modern relationships. It contrasts AI’s supposed intelligence with the raw and imperfect moments defining human love. Creating a warm, nostalgic mood, the film aims to remind viewers that love is spontaneous, irrational, and deeply human. By positioning the campaign around Valentine’s Day and framing it as a response to the growing presence of AI in everyday life, the brand reinforces Silk’s long-standing identity as a chocolate that symbolises intimacy and heartfelt human expression.
Brand: Cadbury Dairy Milk Silk
Agency: Ogilvy India
Creators: Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India
Campaign: ‘Ready to Anime?’
‘Ready to Anime?’ is built around converting the growing anime-curious audience into active fans. Featuring Shubman Gill and Rashmika Mandanna, the film uses a quirky setup where Gill becomes so absorbed in anime after Rashmika’s recommendation that he forgets he is on a Crunchyroll ad shoot. The playful embarrassment and humour capture how quickly viewers can get hooked. Crunchyroll uses this unexpected celebrity pairing to make anime feel approachable and exciting, inviting new viewers to step into its immersive world.
Brand: Crunchyroll India
Agency: Tilt Brand Solutions
Creator: Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions
Campaign: ‘Jodi Salamat Rahe ’
‘Jodi Salamat Rahe’ unfolds like an exaggerated ‘90s Bollywood romance. A young couple’s dramatic moment of love is interrupted as the hero’s shoe sole breaks and the ‘jodis’ literally falter. The film then introduces a humorous modern twist—a Blinkit delivery guy arrives with Fevicol Shoefix. With the quick fix, the pair is restored and the love story resumes. The ad smartly blends nostalgia with contemporary quick-commerce culture, using humour to reinforce Fevicol’s enduring identity around strong, reliable bonds that never break.
Brand: Pidilite Industries
Agency: Ogilvy India
Creators: Anurag Agnihotri, Chief Creative Officer, Ogilvy West
Campaign: 'No More Emotional Attyachar'
The film uses humour and cultural nostalgia to highlight a common household crisis: domestic help suddenly cancels. The film dramatises the chaos of a busy morning when the dreaded message, “Aaj nahi aayegi” arrives. Referencing the iconic Emotional Attyachar song from Dev D, the ad playfully portrays the frustration that follows. The solution comes through Urban Company’s InstaHelp. By turning a relatable daily problem into a humorous narrative, the campaign positions the service as a dependable and stress-saving solution for urban households.
Brand: Urban Company
Agency: Manja
Creator: Suyash Barve, Head of Creative, Manja
