HROWBACK

From unconventional castings, humorous storylines, to creating relevance and underlining colloquial experiences, here is a lookback at some of the best campaigns of 2017, which will inspire creators (and woo consumers) in 2018.

Pran jaye par Pulse na jaaye The first TVC by SS Group’s Pulse Candy summarises the extent to which someone would go to keep their Pulse candy safe, hidden from others. Produced by J Walter Thompson, the film shows how a group of friends enact a fake fire in front of their friend who is sleeping.

Tensed about his much-treasured Pulse candies, the panicked boy runs to save his life and the stash of Pulse candies that he had hidden at various places in the house (TV remote, DVD drive, trumpet, and other weird places). And as he comes out of the room with the stash of candies, he sees his friends, staring at the candies for which they had played the prank.

That is how far one would go for the tangy favoured Pulse candy – point put across sharply.

Ex-robber’s Speak
The latest campaign by Godrej Locking Solutions and Systems talks about the dark pasts of former robbers, their psyche, reveals their modus operandi of breaking locks open, talks about the possible circumstances of a robbery act, and still manages to reinforce the sense of safety of your house.

The campaign plot is refreshingly new and delivers the brand message loud and clear. One of our most favourites of 2017 in terms of storytelling.