Press enter to see results or esc to cancel.

Similac #sisterhoodunite: 3mn views driven by non-advertising approach

There’s no telling what goes viral – it could be cat videos, music videos, make up tips, regular ads, short films from brands…the list goes on. The only common factor seems to be entertainment. In this context, a film for Similac (a baby formula brand from Abbot) has raked up almost 3mn views in about week, but it is not a regular ad. In fact, there’s no mention of the brand name, the category or the context of infant food in the ad – the name just appears in the last frame.

Continue reading

Of Life insurance, long-format ad films and fear

The life insurance sector in India has seen a lot of action of late – three big brands have released long-format ads supported by activity in traditional media and social networks. Max Life has created the Second Chances campaign with a message: ‘you are important to your family, so secure them’. Tata AIA’s ‘Daddy or Zooey’ says ‘you will do anything for your family’ and Birla Sun Life’s ‘Khud ko kar buland’ story is about ‘not allowing destiny to dictate our lives’.

Continue reading

Volvo: Made by Sweden – a class apart

Loved this new ‘Vintersaga’ (‘Winter’s Tale) campaign for Volvo. The key message: it takes a special kind of engineering and design to build a car which can handle Sweden’s tough weather conditions, especially in winter. The execution is a montage of the (miserable) weather conditions in Sweden, beautifully shot and set to music. I didn’t understand a word of the lyrics but the visuals drive home the message.

Continue reading


Ex-ad man. Love advertising, brands and marketing communication. Apple fan. VP-Corporate Communications, @Robosoft.

Connect with me