You buy crackers, brands buy ads

There are a very few times in a year when your TV, your mobile and the internet is flooded with ads. Diwali is one of those times. Besides being the time for most ad spends, it is also the occasion when you get the best and also the worst ad campaigns.

Why do they spend so much? The brands pump in a lot of money in advertisements because this is the season that promises better Return on Investments (ROI). Here are a few ads that we think stood out among others.

Family bonds keep us alive:

Jewellery brand Tanishq has been known for its relationships among the consumers and its Diwali ad campaign; it has focussed on family and relationships, as expected. The ad campaign of Divyam by Tanishq features Deepika in her elegant patience and grace. And when it comes to voiceovers in ads, who can do it better than Deepika. Filmed by agency Lowe Lintas, the relationship portrayal couldn’t get any better.

And trust us, such family relationships and bonds are featured so well only in India, which of course reflects our culture too. But then again, with a strong emotional connect, there are two things that can happen- either the ad falls flat for being tactical or could fly high by evoking the right emotion.

The Divyam ad did evoke the warm and enjoyable mood among viewers and created an emotional connect. Capturing the nuances of viewers and delving a bit deeper, the ad by Tanishq has proved that truthful and honest advertising works.

Furniture is the best gift this festive season

The header itself must have hinted you towards the brand. If you thought we are talking about PepperFry, that’s right. Exchanging gifts and sweets is nothing new to Indians but the whole idea of gifting furniture is unique. PepperFry has conveyed the message so aptly that anyone thinking of gifts for Diwali would first think of furniture.

The online furniture retailer is doing all it takes to fit into the Diwali gifting space through its ‘Iss Diwali Kuch Badal Ke Dekhiye’ campaign. Through the campaign, PepperFry aims at getting into the mind space of potential consumers with heartwarming stories constructed on tenant and landlord, son and father bonds.

The client work by L&K Saatchi and Saatchi has carefully placed PepperFry amongst gifting areas parallel to big and established brands like Tanishq and Canbury. All we can say about is that it is subtly sweet and engaging. Although the only negative part is that a few YouTube ads are too long. They cost a bomb and don’t even lead to many impressions and conversions.