The Road Not Taken has always been about going out and taking up the unconventional and unique activities which really don’t come up in the minds of people. It is really exciting to see brands do the similar, isn’t it?
The advertising segment in India has been giving a few indications of having developed to improve things, nowadays. There has been a spurt of late advertisements that figure out how to sell the items they're advertising while as yet conveying strong, social messages. It makes one marvel — may be the way that advertising is viewed as indicative of the state of affairs of the general public isn't such an awful thing, all things considered!
Even though skeptics do mark these endeavors as deceitful methods of selling, Ad Pe Charcha and The Road Not Taken appreciates and acknowledges the efforts made by organizations for bringing in a compassionate touch.
Nykaa #WhatMakesYouBeautiful
Nykaa has created a campaign called #WhatMakesYouBeautiful featuring acid assault survivor and crusader Laxmi Agarwal. Agarwal and her endeavors throughout the years have limited the easygoing sales of the corrosive substance in the nation and has made the arraignment of such cases simpler to seek after. Nykaa found in Laxmi an amazing voice for the message they needed to pass on.
In the film with a marvel twist, Nykaa confronts the beauty standards women have grown accustomed to all their lives. The bodily expectations that come with the beauty standards we're used to, are from time to time arduous. Women frequently grow to be feeling horrible about themselves, use filters and try to portray the false reality about themselves on social media.
In the universe where beauty is ultimately turning into fluid and subjective, Nykaa takes a stand, urging women anywhere to be their own type of beautiful. Watch Laxmi Agarwal and Nykaa challenging the perceptions of beauty that ladies have been living with for hundreds of years.
eBay’s #ThingsDontJudge
Though the company might have wrapped up its operations in India, the campaign that it created was a very unique one.
The opening shot is of a kathak dancer doing riyaaz and a lady looking at him. His thoughts are: 'Log chahe kuch bhi kahe, par mere ghungroo mujh se ye nahin kehte ke woh sirf auraton ke liye banaye hai' (No matter what people say, my anklets don't tell me that they're made only for women).
Next shot shows a girl wearing a salwar kameez walking past a club, and other ladies start judging her. She thinks: 'Meri salwaar kameez mujhe behenji nahin bulate' (My salwaar kameez doesn't address me as behenji). She rides away on a cruiser bike.
Well, we won’t spoil it for you!
The film ends with the voice over. Very subtly, eBay shares that it has over 10 crore products to offer which simply say 'Jeeyo aur jeene do' (Live and Let Live), before signing off with #ThingsDontJudge.
The film was all about not to care about what people say, what people think and always to follow your own heart and passion.
Samsung India Service – We’ll take care of you, wherever you are! #BehChala
We are talking about 2017’s most popular campaign by Samsung, which shows a service engineer traveling all through the tough terrains, pushing all limits and reaching the complainant’s place. He gets surprised seeing that a blind hostel’s kids have called him to repair their television set so that they can see one of their buddies perform on the national television.
The ad film focuses on communicating the fact that customers and their convenience is of core importance which Samsung very well recognizes and promises to take care of any grievances which might arise.
Apart from breaking the internet and building an emotional connect, the campaign could also build brand equity for Samsung India Service.
Grab a napkin, you are about to see one of the most gut-wrenching campaigns!
Ariel’s #ShareTheLoad
We bring you the ad which received praise from Facebook COO Sheryl Sandburg who thought it was one of the most powerful ads she had ever come across.
The ad shows a woman of modern times. She is seen juggling between household chores and office work.
The father of the lady is seen observing the act and thinks how miserable the state of affairs is for the women as all responsibility is assumed to be on them and none wish to come forward to share the load!
This hard-hitting film shows the fault that is made while raising kids and becoming wrong role models for a few things.
Because of the great advert, over 1.5 million Indian men promised to Share The Load, paving the route for a large number more toward a reality where household duties aren't subject to your gender.
Dove: Let's break the rules of beauty #RealBeauty
Dove has always been the voice that advocates and values diverse standards of beauty, and this campaign for India is no different. This advert questions the presence of just one standard of female beauty in a country as diverse as India.
As per a research done by Dove, a whopping 88% of women feel the need to look better to climb the ladder of success. And a huge 67% of respondents felt that the portrayal of women isn’t a good one and needs to be changed.
Dove invited women to come forward and participate in the ad campaign. Ladies simply like you, from varying backgrounds and all areas of India, applied to be a piece of the story. None were proficient models or entertainers, many had never been in a film studio, yet every one of them carried something exceptional and one of a kind to the day. From professionals to housewives, moms and grandmas, the ladies were enlightening in their bits of knowledge about magnificence and how it impacts all of us.
So, how did you find them? Spine chilling, right?
We see elements of brand building, slice of life and advocacy.
It is becoming increasingly important to stand for the right and bring about a change in the mindset of the people. Brands, advertising agencies, journalists, filmmakers and all the people associated with the media have an unspoken responsibility on their shoulders to bring the change for the good and shatter the convention, shatter the stereotype. Brands shall take the road less traveled by, and that can make all the difference!
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