On the Campaign Trail

Nikita Ann Varghese 11514 | Updated on: Feb 20, 2022

Valentine’s Day fervour continued to dominate ad campaigns, though a few brands got off to an early start on their ode to next month’s Women’s Day. But we also saw the perils of over-enthusiasm as builder.ai’s V-day “surprise gift” to Air India went woefully wrong.

Dating a wrap

The month of love has been incredibly cluttered with way too many brands getting on the Valentine Day bandwagon. But food on demand service Faasos’s clever campaign managed to catch the eye. It launched a special Date A Wrap collection featuring its most customer-loved wraps across 340+ locations in India. Under the campaign, Faasos played Cupid surprising singles by reaching them directly through dating apps. It created dating profiles of its special wrapas and right swiped on singles. Once the singles responded, the match was made in wrap heaven.

Sharing the load

Seven years ago Ariel created a groundbreaking campaign with its #SharetheLoad film that pointed to the unequal division of domestic chores. Its latest in the series — #SeeEqual — shows the plea of a woman to her husband to see her as an equal partner, reiterating the #SharetheLoad message. Additionally, this year it has got celebrities and influencers to share the thought- provoking film. Good follow up. 

A surprise turns sour

 On Valentine Day, Builder.ai – an AI powered software creator – put out an ad campaign talking about an app it had created for Air India. But the airline company put out a statement saying it was mulling legal action as the app was not official, thereby forcing Builder.ai to clarify that it was a gift to a brand it admired. The whole controversy shows that companies need to be careful and get relevant permissions if they are bringing in other brands into their campaign.

In a lighter vein

Mondelez India is on a roll. Its latest ad campaign for Cadbury’s Perk is a timely and quirky comment on today’s cancel culture wherein people are quick to take offence and call for boycotts. The delightful film reiterates the brand’s proposition of ‘Take it Light’ cleverly.

Published on February 20, 2022
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