1.Cadbury Dairy Milk: Good Luck Girls
Launched in 2021, Cadbury Dairy Milk’s ‘Good Luck Girls’ campaign aimed to empower young girls transitioning into adulthood by breaking societal stereotypes. Featuring a heartfelt advertisement of girls preparing for a dance performance, the campaign highlighted the importance of family support. Accompanied by a social media initiative using the hashtag #GoodLuckGirls, it garnered over 25 million impressions and more than 9 million views on the ad. The campaign significantly boosted brand affinity by 15% among young consumers. By championing gender equality, Cadbury Dairy Milk reinforced its brand loyalty while promoting girl empowerment, marking a significant milestone in its marketing history.
2. Mountain Dew: Darr Ke Aagey Jeet Hai
Mountain Dew’s ‘Darr Ke Aagey Jeet Hai’ campaign, launched in 2019, encouraged consumers to confront their fears with the tagline ‘Victory Lies Beyond Fear’. By showcasing individuals overcoming challenges and inviting audiences to share their own stories via #DarrKeAageyJeetHai, the campaign fostered strong engagement. It achieved over 120 million views on YouTube and drove a 15% increase in sales during its run. This campaign effectively reinforced Mountain Dew’s identity as a brand of adventure, resonating with a youthful audience eager to push their limits.
3. Snickers: You’re Not You When You’re Hungry
Snickers’ ‘You Are Not You’ campaign in India, launched in 2014 and featuring Bollywood actress Sonam Kapoor, humorously illustrates how hunger can alter one’s personality. The ad portrays Kapoor’s character transforming into a moody diva when hungry, driving home the message that ‘you’re not you when you’re hungry’. The campaign quickly gained traction, amassing over 15 million views on social media platforms within the first week and contributing to a 20% increase in sales during its run. By leveraging Kapoor’s star power and relatable content, Snickers effectively reinforced its brand identity as a satisfying snack that helps consumers reclaim their true selves, ensuring strong engagement and visibility in the competitive Indian snack market.
4. Surf Excel: Daag Acche Hain
Surf Excel’s ‘Daag Acche Hai’ campaign, launched in 2007, redefined stains as a natural part of childhood, with the tagline meaning ‘Stains are good’. This campaign emphasized the importance of exploration and learning through play, resonating with parents. By 2017, it contributed to a 20% increase in sales and reached over 300 million people. The heartwarming ads showcased children engaged in messy activities, reinforcing emotional connections with the brand while promoting its stain-removal effectiveness, establishing Surf Excel as a trusted choice in laundry detergent.
5. Idea cellular: What an Idea
The ‘What an Idea’ campaign by Idea Cellular, relaunched in 2021, successfully reconnects with consumers by highlighting innovation and creativity. Initially launched in 2009, the campaign features relatable scenarios where users leverage their mobile devices for clever solutions. The new ads garnered 3 million views within the first week and resulted in a 40% increase in brand engagement on social media. By promoting the tagline ‘What an Idea’, Idea Cellular reinforces its image as a catalyst for creativity, deepening its connection with its audience.
6. Vodafone: ZooZoos
Vodafone’s ‘ZooZoos’ campaign, launched in 2009, became a marketing sensation by using charming, egg-shaped characters that communicated in a unique, nonsensical language. The ZooZoos highlighted various Vodafone products, simplifying complex telecom services. The campaign garnered over 50 million views on YouTube, significantly boosting brand visibility. By 2010, Vodafone’s market share increased from 15% to 18% in India, showcasing the campaign’s effectiveness in enhancing brand loyalty and driving business success through innovative storytelling.
7. BrookeBond Red Label: India’s Favorite Social Network
Brooke Bond Red Label’s 2023 campaign, ‘India’s Favorite Social Network’, created with Ogilvy, highlights tea’s role in fostering social connections. The ad features relatable scenes of bonding over tea and garnered over 5 million views in its first week, leading to a 30% increase in social media engagement. By positioning tea as a social network, the campaign aims to strengthen brand loyalty and solidify Red Label’s 20% market share in the beverage industry, reinforcing tea’s cultural significance in India.
8. Bumble: Kindness is Sexy
Bumble’s ‘Kindness is Sexy’ campaign, launched in India in 2022, aimed to redefine dating norms by promoting kindness and respect. The campaign featured a video showcasing real stories of kindness, reaching over 8 million users across Instagram and Twitter. Influencer partnerships and user-generated content led to a 30% increase in user engagement, with daily messages rising by 20%. New features encouraging users to share acts of kindness resulted in a 20% increase in new user registrations during the campaign. Overall, the campaign effectively reinforced Bumble’s brand values and positioned it as a safe space for meaningful connections.
9. Cadbury 5 Star: Eat 5 Star, Do Nothing; Nothing University
Cadbury 5 Star’s ‘Eat 5 Star, Do Nothing’ campaign, launched in 2023, promotes indulgence and relaxation through a humorous commercial featuring students enjoying the chocolate while engaging in amusing activities. Targeting a younger audience, it capitalizes on the self-care trend. In its first week, the campaign gained over 12 million views and increased online engagement by 25%. Following the campaign, Cadbury 5 Star’s market share rose by 15%, highlighting its success in reinforcing the brand’s identity and encouraging leisure.
10. Amul: Doodh Peeta Hai India
Amul’s ‘Doodh Peeta Hai India’ campaign has made the brand a household name, emphasizing the nutritional benefits of its dairy products through catchy taglines and relatable humor. The campaign led to a 30% increase in milk sales during its initial rollout and a 50% boost in brand engagement on digital platforms. By focusing on health, tradition, and quality, Doodh Peeta Hai India strengthened Amul’s market position and enhanced consumer loyalty in the competitive dairy sector.
11. Mentos: Dimag Ki Batti Jala De
Mentos’ ‘Dimag Ki Batti Jala De’ campaign effectively promoted its mint candy as a source of mental refreshment through humor and relatable messaging. Launched in 2020, it featured a catchy jingle and quirky characters, illustrating how Mentos can light up one’s thinking. The campaign led to a 30% increase in brand visibility and a 15% growth in market share during its promotional period. Social media engagement surged, with over 100,000 shares and mentions across platforms, showcasing its positive reception. Overall, Dimag Ki Batti Jala De reinforced Mentos’ market positioning while creatively communicating its benefits.
12. Ariel: Share The Load
Ariel’s ‘Share the Load’ campaign, launched in 2015, tackled gender inequality in household chores, focusing on the unequal distribution of laundry duties. The campaign has since gained widespread recognition, with its sixth edition in 2023 reinforcing the message that household responsibilities should be shared equally. The campaign led to a 76% increase in conversation around gender roles and contributed to a significant shift in perception, with over 80% of men now believing they should contribute more to housework. Ariel also saw a sales boost of 42% following the launch of the campaign, solidifying its role in both societal change and brand growth.
