I think there are different categories of ads – humorous ads, feature orientated ads, tech innovation ads and celebrity ads.
Spotify just aced a category of ads that I believe is brand on point, product on point, demographic on point and relevance on point and with localised tunes that are on point too!
The work done with Leo Burnett & Spotify puts the word’s daily pains into amusing tunes. Be it while watching your mother shop for sarees, sitting in a traffic jam or when news anchors are fighting and screaming over breaking news.
It also contextualises use cases for when music is consumed – not just as a one off indulgence but as a habit forming behaviour across multiple scenarios.
I have immense brand love for Spotify. I have been a loyal Spotify user for years and have really seen their music content, curation and now advertising grow and dominate the music streaming space.
I will have to echo the sentiment of the campaign – SpotifyOnTohMazzaOn (If Spotify is on, then the fun is on!)
I sometimes worry about “Growth Hacking” – people always looking for quick workarounds to build a business fast. Sure, there are one off successes that are quoted again and again in case studies (like using Craig’s list to build a cool business). But how do you respond to “Can you share how to growth hack this?”
It is like asking a content creator – so can you please make my content goes viral?!? Sure, it happens! But can you guarantee that everything that is ever created will go viral? Probably not.
Quite the same story with Growth Marketing – a more structured approach to growing a business in a smart, hopefully cost effective way. I wish my University taught me about the funnel that really matters today – The AARRR framework.
In fact, the new mooketing logo with the pirate patch is a tribute to the pirate sound of AARRR. I wanted to share a framework that I think is the most relevant to all marketers today that has helped me build and scale businesses throughout my career – the only practical funnel to scale your business.
Things to focus on:
a) Don’t just stop at Acquisition: Well, just a new install or lead isn’t going to make the cut. Don’t blame it on the drip funnel, expand it so more people can go through it.
b) Encourage usage: Promos, deals and incentives to promote usage within 15 days is really important. Yes, not all products are relevant at all times but at least get your user familiar with your product.
c) Come back again: Retention is key – all that money just wasted in new app installs will make you sad. Instead, focus on adding value, staying in touch with your customers and be relevant at times of intention.
d) Referral: Stop searching for Influencers with 2 million followers who have never tried or cared for your product. Instead, build programs with loyal users who have their own micro networks and incentivise them to share the love for your product.
e) Revenue: Go for the long haul – maximise your relationship with your customer and drive maximum revenue over time. Don’t fall for the one time star purchasers and find large audiences of people who are invested in you.
PS: None of this will work is your product is terrible. Focus on building a delightful product. That is the most important thing!
I’ve always admired #SharetheLoad campaigns because they bring up strong social issues in a society that is still fundamentally biased towards men.
But Ariel’s #SeeEqual campaign hits hard particularly because it is not set in the tone of extremes. The couple seems respectful, honest and thoughtful – something that a lot of modern couples now experience.
Equality is such a crucial value for me personally and having been recently married, I can say that everyday me and my partner put in a lot of effort to try our best to be equal partners.
Yet, the campaign explores subtle predispositions and assumptions within the scheme of dual working couples today. For example, men reminiscing how they spent their college days with their buddies sharing the load of work together but yet once they are married – there is an assumption that perhaps that the same equality shouldn’t be demanded by a female partner.
The ad shows how the wife’s time is probably not equally valued when she had to rush to send an email. Subtle yet so real. Often overtime as the wife goes out of her way to show care, it was easily assumed that “they” will take care of it whereas it is the wife who is truly taking care of everything.
I believe that this campaign is a reminder that yes, as women we have made so much progress and now experience equality in many aspects but yet the nuances of a patriarchal mindset still exist that needs to be constantly brought to the forefront through honest and respectful conversations.
As the world moves towards short form video content that tries to dominate our very minuscule attention span, there are brands that are continuing to tell stories through a craft that is extremely precious.
“The fine art of great storytelling in advertising” continues to live on with such thoughtful messaging and emotions. This ad tells the story of a young girl, Meera who is going to her new home with her adopted parents. I can’t imagine how over-whelming the experience would be of moving countries, families and your entire life.
With the myriad of these changes, the only comforting thing is the aroma of familiar food. In a beautifully told story, Shan Masala (a Pakistani brand that we all love) becomes the catalyst to unite a new family together, making it whole again.
The Olympics is so much more than just playing international sports. It is a stage for people who have defied all odds, put their determination ahead of all other temptations and emerged from remote parts of the country just on the strength and mastery of their sport.
The awe inspiring campaign by Thumbs Up that has always stood out for “Toofan” with their action packed commercials stood with our athletes during the Olympics. The campaign includes Vikas Yadav (Boxer), Bajrang Punia (Wrestler), Manu Bhaker (Shooter), Deepika Kumari and Atanu Das (Archers) and the entire Indian shooting team.
The campaign urges people to give a thumbs down to all those naysayers, haters and dream killers who do nothing but comment saying “India ka kuch nahi hoga” ie. “India won’t get anywhere”.
This campaign is a tribute to all those who have a dream and fight for it every single day. I stand with Thumbs Up and our incredible athletes. #PalatDe.
Influencer Marketing is one of the trendiest topics in the Industry today. But how do you actually drive effective outcomes by rapidly identifying your biggest advocates? How do you not dole out thousands of dollars to people with a million fans who in reality don’t care for your brand?
Wingstop is a popular chicken wings joint across the globe and to be honest, one of our favourite chicken wing joints. (Have you checked our the Indonesian kecap manis flavor? Yumm!!)
The brand innovated in terms of their marketing model and launched wearable billboards! Without the subtle effects, the hoodie clearly says: “This is an ad for Wingstop”.
Wingstop converted their loyal customer base (me included) to advocates that drove so many impressions and brand love. They put 1000 pieces of these hoodies up for grab online and even transferred $10 for people who post a picture with it. Now you would wonder- Why would I wear an ad and walk around the mall? Well, let me tell you – the hoodies were all taken in 3 hours! One of them even wore it to a basketball game that was on national television (Did I hear free media? Isn’t that the marketer’s ultimate dream?)
Overall, I think this is a brilliant campaign to bring together loyal fans to share their love for the brand in more ways than one! It’s clear for them, the Wings-don’t-stop! 🦸🏻♀️
While the past year has got some of us caged into the jail bars of binge watching, a new world is emerging with the ability to turn that binge watch into a binge run. The great outdoors welcomes you with an immersive experience: Running with Stories.
Running Stories is an incredible app that turns your daily jog into an interesting script with you as the protagonist. You could be a runaway bride or part of a crime thriller show running for your life. Your entire environment and route is part of the experience – dodging trash cans and changing routes because you are being chased! WOW!
With the rise of podcasts, audio books, and audio immersive experiences, let’s welcome an all new version of Audio-tainment. A world where you are not just a passive consumer of content but an active participant of shaping the story (and of course getting into shape!)
Oh, that wonderful time to look forward to when we will come out of our caves and embrace our past lives. We will need a lot of extra minty breadth to come closer to humanity again.
We got to get our smiles and ding back. Let’s call it getting back on the edge of glory.
I especially loved the scene where different people start dropping off from zoom calls with the background of Chaos and the time when there are vines all over the doors of office lobbies. Can’t wait for be breathing freely on the streets with a freshness of breadth.
Extra really found a way to be relevant and have a humorous outlook to when we will all be “uncaged”.
There is an industry that has tremendous power to shape the hearts and minds of millions of people. However, there is so much more that must be done when it comes to enabling diversity and Inclusion. This industry needs a shake up and must move forward.
The industry is our favourite: Advertising.
Gone are the days where brands simply say “We are simply representing what customers want or who they want to be”. Tall, White, Fair, Thin: That is what most advertising still represents in most industries. It skews our view to we should look like or who we will be.
This has created an unending loop of an aspiration gap – aspiring to be that perfect “tall, white, fair, thin” woman that will never be completed and hence so many industries thrive just leaching off those insecurities.
More needs to be done to fulfil advertising diversity and inclusion goals. More needs to be done to measure this impact as well.
Unilever in January pledged to feature more diverse groups in its advertising, not only in front of the camera, but also with the agencies and producers it hires. More brands are slowly coming forward.
I love the “It’s on Us” Campaign because Dove is taking an active route to not just solve for themselves but for the wider industry. And more importantly, the T&C clearly states that the women in these advertising campaigns should be represented for who they truly are.
This is a brilliant move by Dove in line with their brand messaging that represents “Real Women and Real Beauty”. Infact I am a dove bird too – using their moisturising shower gel every single day. As a consumer, I will continue to support them and advocate for more women representation in our advertising industry.
International Women’s Day (8th March) is a celebration of all the incredible women in our lives. It is also a day in the year when we all need to have a much more deliberate and active conversation about gender equality. And yes, until the playing field is completely evened out, I will continue to be an advocate for women’s rights and for women to break the mould that so many of us are socially conditioned to be in.
In my opinion, The cooking conversation or dividing household chores is such an over-rated one. I feel a lot of us in our generation have (thankfully so) moved past that. But there is a deep topic that isn’t really well explored – Financial Responsibility. We are not just talking about pay gaps, but also the way a woman is conditioned to “not be the finance person” – even when it comes to finances that affect her life.
Not being in control of your finances is almost like not having control of the accelerator that runs your own car.
In India, Paytm – the popular payment platform released a video of a social experiment conducted by them that clearly highlights the gap in financial literacy between men and women. 30 men and women of diverse backgrounds and age categories were brought into a huge room together taking a step forward or backward depending on the experiences they have had.
While at first, the questions seem fun (Cooking, video games, cycling), as soon as the conversation pivots to finances, most women were only taking steps behind.
“Do you know the difference between a mutual fund and SIP?”
“Have you bought insurance policies unassisted?”
“Do you file your own income tax returns?”
These questions were so hard hitting and brought home a key point – It’s not just differences in interest in finance between men and women, the issue is so much deeper and so much more systematic. In India, women aren’t taught or encouraged to “be the finance person”. Even when it comes to investments or insurance policies that affect a woman’s future directly, the decisions are still always taken by the male figures in the house (Fathers, Brother, Husbands).
I believe that we live in a generation where women need to take more control about their financial future. After-all, aren’t women equally capable to understand markets and read contracts?
“It is time to separate finance and gender”. Let’s work together for a more financially equal future, too.
The app that makes trading stocks easy and for everyone is here at the greatest of all advertising playgrounds – The Superbowl Commercials.
Compared to the dry and boring financial ads that make you want to snooze into an nothingness, Robinhood , the Fintech company of the future is sharing with the world how investing is not just for the Wall Street suit&ties, but for everybody.
I personally love the idea of democratising investments. Of-course financial literacy is the module of the generation that we all need to take in some form or the other (I took the Chartered Financial Analyst Level 1 for example). But assuming we all have a good baseline, apps like Robinhood really simplify your life and give an “in” into the markets without the multi-screen candle stick charts of the Bloomberg terminal.
Most of all, it gives people the freedom to have exposure to the financial markets in a really easy and accessible mobile first way. Although we don’t exactly know how Robinhood’s destiny will pan out in the near future but I must say that – FinTech is the new kid on the block playing David vs Goliath. And boy, might I say atleast in the advertising playground, with lifestyle creatives like these, David is sure as hell in the lead.
Re-emergence from the dead post: It’s been such an intense time adjusting to working from home in this pandemic. Phew! What a year 2020 has been. Pretty crazayyyy. 👀
Mooketing is back on the grid with the most relatable ad of the year : “The whole working from home thing”
The apple work from home ad takes you through a reality that a lot of us will smile at – Managing the borderless work / life from the work from home “thing”.
Apple takes you on a journey to what it takes to get to a client presentation and all the tools that Apple seamlessly provides without talking about specs or benefits. Apple is one of my favorite brands because it just integrate into your life so easily and becomes part of your body. (Infact, my sister calls her iphone an extension of her arm. HAHA)
Apple is not pushing a product like the Iwatch or the Ipad. Apple is building an integrated lifestyle. Once you have one Apple product, the rest of the Universe starts hypnotising you into the holistic experience. And this ad in particular shows you how each of their products is leveraged to make a seemingly crazy work experience come together.
PS: This post is best served with a shot of one more virtual brainstorming meeting. Cheers! 👯
It was a turbulent time for the company, and having worked there at the time, I can vouch for the fact that Twitter and Facebook was buzzing with the #deleteUber hashtag. (And so were our anxiety levels)
Uber took a bold step to redefine the painful past of its history by reimagining #deleteUber in context of the conversation about inclusion and systematic racism.
“If you tolerate racism, delete Uber”.
I believe that it is bold to go back to the scars of your past and re-look it in another light. Having said that, I believe that Uber needs to do more to actually play a more significant role in the tangible outcomes for the “Black Lives Matter Movement”.
Being a part of the conversation and echoing your voice in one sentence is simply not going to make the cut anymore. I hope that along with this campaign Uber pledges more support and financial commitment to the cause, without which it just would seem like a hopeless attempt to be “a part of a trending conversation” without proof of believing in the core of the movement.
There is a lot to be done in terms of racial equality in the world and I hope brands take leads and bounds to not just be part of a conversation but support the movement at a much deeper level along with the right campaigning and messaging.
When McDonald’s decided to shut shop until the beginning of may in Singapore due to the circuit breaker initiatives.
Pizza hut stepped up to show love to McDonalds in a well hearted post with 2 pizza slices. In the fast food business, brands have historically gone head on head with each other with cut throat, aggressive advertising messaging.
Although we are all social distancing, some brands have yet again shown that in some ways, the world has come closer together.
As governments, celebrities and influencers make strong statements about the importance of social distancing, brands are speaking up too.
Coca-Cola, a brand that has much chanted the name of being united together since it’s early brand inception days has now come out strong to put spaces in its own logo to land a singular message – ‘Staying apart is the best way to stay united’
Let’s call it for what it is: We all have those “I can’t be bothered cooking especially because of that cruel dish-cleaning-phobia”. Everytime you get those lazy feels, you want to press a button and get some grub – Some fries and some bergs.
The good thing is that McDonalds saves you from doing those hellish dishes – especially on days when you want to wear your jammies, watch a trashy show on Netflix and munch on those delicious crispy fries.
McDonalds came up with a creative that will genuinely strike a cord with that dish-cleaning-phobia. By using dirty dishes as the most popular McDonalds menu items, the message was loud and clear.
Every once in a while, you can treat yourself to skipping those dishes.
McDonald’s re-emphasised their 24 hours drive thru in ways that made it so clear that even the night sky can’t come between you and the the Big Mac.
By playing with lights on billboards and cars, and showcasing the dark side of the moon with the light of the sesame bun, it’s magic to see the yellow of the McDonalds shine through so much advertising clutter to make a point, straight to your craving gut.
Ronald would sure be proud. Thanks big R for being in our lives, especially late at night when the world’s restaurants bail on us.
Sometimes we look at our lives around us and wonder, how did we even do this before? The minute the internet goes down, Google maps is unavailable or you can’t order a taxi on your phone, you feel so crippled. It’s almost this unimaginable pain to wonder what life would be like pre-tech-necessities. (Quote: Dark Necessities by Red Hot Chili Peppers).
Alexa had an amazing, funny and dramatic take on how failed Alex-versions were before Alexa actually came along. Without really placing the product or benefits in your face, you knew it. It was amusing to see a bird being sent with a letter only to be eaten by an Eagle and then a dragon. Such was life.
Also, let’s just give +1 for Ellen and Portia together doing everyday things together. Alexa, play my favorite song. Alexa, tell me a joke :)
2020. You don’t know my kind. Dark Necessities are part of my design.
I think lately I am getting obsessed with smart, witty eye catching static creatives. And they don’t necessarily need to be print on a newspaper or magazine, a smart piece of content works just as beautifully on social platforms too.
I literally feel desperate to scroll through my feed to find one witty piece of humor on an ad that generally makes me day (Umm, yeah – that’s me).
But my love for Beer and Ketchup (not necessarily had together) brought me to love this statement-worthy-print-it-for-sure creative.
PS: That potato wedge on the Heinz bottle is equivalent to the lemon on a good, cold Corona.
Disclaimer: PG: Parental guidance suggested – Some material may not be suitable for children.
Exception Clause: Unless you are planning to have WIP children
Here is a crazy print ad: The one where you peed on it. HAHAA.
IKEA has been extremely bold in the recent times with their advertising. And no matter if I believe this is a great ad or not, I will give a standing ovation to the courage this would have taken for one crazy team who brought this to life. Crazy is my favourite personality trait.
Without revealing much, I’d say – You should watch this pure output of creativity and genius with a big doze of crazy:
That’s been the Department of Tourism’s Slogan that has always stuck like the way superglue sticks to your hands.
But this time, they took the fun one level up with their new high paced campaign: “Eats. More Fun in the Philippines”
I loved the honesty and the playfulness with emotions and food, together. My favourite, coming straight from the heart that lives within my stomach was – “Sometimes we just invent reasons to eat” Haha. #truestory
Also, can we take a moment to appreciate the star of the show – a giant dancing bee? Oh man, Spaghetti with sweet sauce didn’t exist in my life until Jollibee brought an unprecedented joy in my life.
Food connects us all. Travel connects us all. And the Department of Tourism connected everything. All in the Philippines.
There is nothing more Pinoy that chicken made with joy. Ace 100. Loved it!
P&G just keeps outdoing itself, every single time.
There are so many issues that the world is plagued with that need our attention. And we need a stronger, louder voice to have that “talk”. Inclusion topics especially around discrimination, unconscious bias and racism is a sensitive line that many brands are afraid to tread. But these topics need more voices, louder voices and consistent voices.
I am so proud of being associated with marketing – Marketing in the past sometimes had a connotation that you would “trick people to sell things”. Well, maybe – maybe not. But for most part of it, not today (Overlay Arya Stark’s voice from Game of Thrones). I believe that today Marketing stands for something bigger, something larger. The real question we need to ask ourselves is – “What are the values that your brand stands for? What are the causes that you truly care about? Whose voice are you going to represent?”
“The Look” is a recent spot by P&G that powerfully demonstrates the “looks” a black man faces on a day to day basis. There are literally no words said in the commercial, just a series of looks. Say nothing, feel everything.
This campaign is a sequel to “The talk” – short dialogues shared by a black mom with her kids. The talk gives you just as many goosebumps as “The Look” in a deeply thought provoking manner.
“Look for the bare necessities, The simple bare necessities, Forget about your worries and your strife”
Evian makes babies cute. Period.
I swear, I just want to cuddle those little mushes of joy! I literally look forward to Evian commercials to see the jamming, rock and rollin’, tunes these cuddles are swinging to lately.
Evian has been so consistent in their brand messaging – “Live Younger” and these animated babies are always brining joy to everyone’s lives. I’m a 100% sure that even when I am 65, I’ll be rolling to Bare Necessities on the streets like this too. (Don’t miss the rap).
Apple worked with TBWA and Media Arts Lab to create magic.
Calling this piece just an advertising campaign wouldn’t do justice to what this spot really is – An incredible work of art.
“Bounce” explores a simple premise – how you feel when you have your AirPods on. You are literally just bouncing off streets and walls, in a rhythm that synchronises with the soul of the universe.
Apple’s core in all aspects including it’s product, design and marketing has revolved around the principles of simplicity.
“Bounce” is a brilliant execution of a simple idea and can literally get everyone to want to jump in joy watching this. Don’t miss how the protagonist bounces off the walls to the top of the building – I recently watched SpiderMan (Far from home) and the resemblance of superpowers is uncanny.
Well, I might not have spidey webs, but I sure as hell can get em’ AirPods.
Burger King is one of my favourite brands that always seems to be re-writing the books in terms of what marketing in today’s world really is. It’s not selling, it is really standing up for something, fearlessly.
Burger King turned a whooper to ashes and made a diamond out of it. In a touching heart warming story between 2 men (Dima and Alvar) who got an opportunity to get married in Germany, Burger King took a strong position on LGBTQI rights.
The evolution of brands started with logos, USPs, Identities, purpose and as the world we live in get’s more divided – has evolved into really taking a stand for what brands believe in. (Think about it – It’s a big shift from the 4P’s that Marketing really started from).
I’m glad that more and more brands are really championing their position on certain issues. Haters going to hate, but I strongly believe that “Love is Love”. And nobody can take that away from anyone.
Transportation needs to be way more inclusive than what it is today. And although we are a long way away, Grab in Indonesia definitely took the first step to make transport safe and reliable for differently abled people.
Grab and Rexona partnered together for a holistic initiative around “Movement for Movement”. Several initiatives were rolled out including a dedicated fleet of cars, trained driver parters and a voice activated mobility assistant (designed by Rexona).
Through the “Gerak” mobile app, users would be able to speak or chat with it in order to find the nearest places that are disabled-friendly. Users could also book a special GrabGerak vehicle to their destination.
Many people question the long term implications of such activities but I believe that every positive step in the right direction is a positive change. And that a single light bulb can light up an entire city. The onus is on all of us to be true activists of inclusion related topics for everyone in all aspects of life – because really, this world can only be better, together.
Fathers are our rocks. They have been pillars of support through time – there for us in moments that count, teaching us, guiding us and sometimes letting us make our own mistakes.
My has been such a huge cheerleader in my life and for this I’ll forever be thankful. Amazon, this Father’s day built an amazing campaign that urges everyone to deliver love to dads. Delivering love for moments that matter, no matter how small – from teaching us how to ride a bicycle, to holding us during our first swim.
Hey Mom! That’s a phrase we have all grown up saying – All our questions have been directed to Mom to help answer them all.
‘There is nothing in the world that mom doesn’t know’. Similar to the Thank You Mom Campaign that was done by P&G that connected everyone to the master brand – Google repositioned itself this year in a campaign that touched all our hearts.
There is no love like Momma’s love. Let’s make that a tap away. ‘Google Home – Give your original helper, a little help of her own’.
In a world where most of us live away from our families, we need to take out time to stay connected with them – sometimes just telling them, thank you mom for everything you have done! <3
In a game of chess, the Queen is the most powerful piece. She can move everywhere in all directions as long as no-one is blocking her.
This analogy is so close to reality, especially in today’s world. Give her strength, she will win and make you win too. Take her powers away and no matter how powerful every other piece is, you will lose.
The campaign by WatConsult aimed to raise funds to donate to Project Nanhi Kali – an NGO that supports education for underprivileged girls in India.
It was amazing to see how every single player who played including global grandmasters, lost with the powerless queen. Believe that you can win? Check out the game here: https://www.powerlessqueen.com/
I definitely lost. And as a society, if we aren’t educating the girl child, we are losing too.
One of the bravest brands out there is Burger King. When it comes to stretching the limits of innovative marketing and reinventing themselves consistently – my vote will always go to Burger King.
They took things to another level this time – by using augmented reality to wait for it – Burn Ads from the BigM. Apparently, McDonalds had their out of home ads everywhere, so instead of competing on expensive out of media space, Burger King earned love by getting people to download their app, have an interactive experience and generating a ton of earned media. Sneaky? Yes. Brave? Yes. Smart? Yes.
Monster.com – the job portal site has nailed down on one key use case why people should consider changing jobs.
What I loved was taking a specific use case and exaggerating it to a humorous level – a use that that is beyond the generic narrative. It’s no longer about changing jobs because of a bad boss or career growth or more money. It’s about changing your life to give more time to other dimensions such as relationships.
This awesome spot demonstrates how consumed you might get in office that the solution to all problems is perhaps – following best practices, more 1:1s, team building activities.
I have literally watched this 15 times and laughed ever since. (Hint: It’s probably because I talk like this at home too.)