Award Winning Indian Commercials: Creative Brilliance Redefined

The Indian commercials blend creativity, cultural richness, and emotional appeal, making them stand out as the best on the international platform. Over time, many advertisements from India drew people's attention and received global accolades, as they even won various awards. In this blog, we will discuss four of the most iconic commercials that set a benchmark for creativity: 5 Star's Nothing University, Black & Decker's Screw it up, Amul's Taste of India, and Cred's Fills Most Voids ft. Zeenat Aman.

1. 5 Star's "Nothing University" – Absorbing Absurdity

This ad for Cadbury's 5 Star has always been remembered for being eccentric and funny. Execution for Nothing University 2017 depicts a fake university designed to teach people how to do absolutely Nothing, in a direct play on the tagline "Do nothing.".

The sheer brilliance of the Nothing University campaign is its absurd humour, which resonated with millennial and Gen Z audiences. 5 Star forsook the idea of following the conventional rules of advertisements and adopted quirkiness instead. This very boldness helped it win numerous accolades at Cannes Lions because the ad managed to connect with a generation that responds more enthusiastically towards humour and wit rather than directly marketing a product.

Reason for Success:

• The messaging is relatable among young crowds.

• It is an utterly revolutionary ad format that calls out from the white noise of the market.

• Excellent play with humour, which is what the brand is essentially built upon.

2. Black & Decker's "Screw It Up"

Black & Decker has long been that brand people immediately associate with DIY projects, and the Screw it Up ad from 2018 was such a masterful takeover of bringing fun to an otherwise mundane issue for amateur home improvement enthusiasts. The commercial hilariously comments on common DIY mistakes while poking fun at how things might get hilariously wrong, even with the simplest of tasks.

This ad is exceptional because it managed to make the experience of a technical product, like tools, relate to a customer's experience, making it fun because of the relatability factor. By taking the most common pain point of DIY mishaps, Black & Decker turned that around as an opportunity to talk about their tools, injecting just the right measure of humour so that this message isn't forgotten.

Reason for Success:

• Use of humour to appeal to a broader audience.

• They are tapping into feelings of frustration and laughter, making the product more relatable.

• We are liberating the quintessential "how-to" format of tool ads significantly.

3. Amul's "Taste of India"

The Amul 2015 commercial, commonly referred to as The Taste of India, is famous for its strong connection with Indian identity and its ability to resonate deeply with audiences across the country. This campaign was more than just a promotion for Amul's dairy products; it celebrated India's diverse culture, traditions, and regional cuisines. The ad showcased various traditional Indian dishes, positioning Amul as an integral part of every Indian household, whether it be in metropolitan cities or rural areas.

Although this specific commercial didn’t win major international awards, Amul has been consistently recognized for its creative and impactful advertising over the years. The Taste of India campaign did strengthen Amul's already powerful brand image and helped it maintain its position as a market leader in the Indian dairy industry.

This campaign is an example of Amul’s long-standing strategy of emotionally connecting with its audience through relatable, everyday stories, rather than relying solely on product-focused advertising.

4. Cred's "Fills Most Voids" ft. Zeenat Aman - Nostalgia and Quirk Combined

Cred, a relatively new player in the financial app markets, has created much chaos through quirky and often unconventional ad campaigns. In the Fills Most Voids ad, the legendary Bollywood actress Zeenat Aman becomes the centre of attention while filling the void that people never knew existed – an exaggeration of Cred's role while making credit card payments, somewhat simplistic. The combination of nostalgia with a fintech product made this ad stand out.

This ad worked because it played on nostalgia for the older audience and curiosity in the eyes of the younger audience. Zeenat Aman's presence gave the ad a sheen of glamour and oldness. At the same time, Cred's individual, almost absurd humour could not be ignored. This ad went viral on social media, and the out-of-the-box idea clinched Cred a win at Spikes Asia 2021.

Reason of Success:

• Nostalgia appealed to both the older and the younger audience.

• Quirky humour is now a signature of Cred.

• A celebrity face for brand recall and emotional connection.

What Makes Great Indian Commercials?

Storytelling and Humour. Whether absurdity like that of 5 Star or relatable humour like in Black & Decker, Indians can tell a story that remains memorable and becomes shareable.

In this again, Amul's Moochon Main Taav goes directly with Indian culture. At the same time, Cred capitalizes on nostalgia. It uses icons such as Zeenat Aman to appeal to the emotional level.

Using Zeenat Aman in their commercial and Amul's referencing of Indian pride, Cred shows how a specific celebrity or icon can genuinely make a commercial.

Creative risks separate these advertisements from the rest, from breaking the moulds of conventional advertising (5 Star) to embracing DIY mistakes as humour (Black & Decker).

Conclusion: Indian Advertising in the Future

Indian commercials have grown in creativity, storytelling, and cultural relevance in creating memorable ads. Whether funny, emotional, or nostalgic, these award-winning campaigns set the bar to a new level for the advertising industry. In the wake of shifting technology and changing media consumption habits, it is advisable that Indian advertising finally explores more innovative forms of storytelling.