A Guide to Indian Immortal Creativity
With the deadline for Immortal Award entries now upon us, LBB are taking the opportunity to reflect on what truly makes creative work Immortal.
As we turn the spotlight over to India, members of the Indian creative community were invited to showcase the work they consider to be examples of truly brilliant Indian advertising.
This edition of our Immortal Creativity series highlights work from across the decades, from ground-breaking '90s campaigns, to long-lasting turns of phrase, to modern-day masterpieces – our smorgasbord of brilliant Indian work spans a broad range of sectors and social causes.
Did we miss anything? As you reflect on India’s most iconic campaigns that continue to resonate long after their debut, let us know about your favourite Indian ads.
Don’t miss your chance to enter the Immortal Awards. All entries must be from the past year and meet the submission criteria for eligibility.
Nike, ‘Bus’ (2007)
Among Nike’s first ever cricket advertisements, ‘Bus’ showcases the vibrant street-level passion for the sport in India. From JWT, the two-minute TV ad features a group of cricketers turning a Mumbai traffic jam into an impromptu game, complete with a variety of local characters and obstacles, culminating in a dramatic, frozen-action shot with the Nike slogan, "Just do it."
According to Arpan Bhattacharyya, executive director - head of creative copy at Lowe Lintas, the ad sparked something in India upon its launch.
“I remember where I was when I saw this for the first time,” Arpan says.
‘It gave me goosebumps. It still does. Probably because of how beautifully it captures the true essence of cricket and India. And it does so by celebrating the truest and purest elements of the country’s favourite sport – unbridled passion and utter chaos. Where else would you have a game played on top of a bus stuck in a traffic jam? With people from the neighbouring buildings joining in. And a couple of actual professional cricketers watching on from their parked car!”
“Everything about this ad screams immortal. Written exquisitely. Shot brilliantly. With little nuances that celebrate the game, the country, and the people. Like the chicken sticking its head out of the basket. And the elephant picking up the ball. And the statue as an umpire. And the music… ah, the music! One of the most inspired choices in an ad full of them. It was a piece of work that made you look up the people behind it. It’s a piece of work that I look up to even today.
“By 2007, when this ad was launched, Nike already had a rich legacy of exceptional, globally celebrated advertising. This ad sits very, very comfortably in that pantheon. And what’s truly immortal about it is that it made the writer, the director, and almost anyone remotely connected with it immortal.”
Tanishq Jewellery, ‘REMARRIAGE’ (2013)
Tanishq Jewellery’s famous spot portrays a non-traditional second marriage between a divorced or widowed woman and a groom, featuring the bride's daughter participating in the wedding ceremony.
Upon release, the Lowe Lintas ad challenged societal norms by celebrating re-marriage and showcasing a bride with a darker complexion, sparking widespread conversation in India.
Arpan Bhattacharyya, executive director – head of creative copy at Lowe Lintas, considers the work a pre-eminent example of social advertising.
“Woke before being woke was a thing,” Arpan describes it.
“An ad that says a whole lot without a single line of voiceover and barely any dialogue. The product is front and centre without being in your face.
“A wedding jewellery ad unlike any other and honestly, unlike any ever since. This ad set the brand up as the pioneering voice of the modern Indian woman. It set the brand apart from every single competitor, and it did all of this while celebrating the product, the occasion it was meant for and the people it was meant to adorn in the most beautiful, elegant and heart-warming way.
“The ad told the world that eternal love stories weren’t the only ones worth commemorating, an ad about a woman celebrating her second marriage became the gold standard for wedding jewellery advertising. The perfect recipe for immortality.”
Cadbury Dairy Milk, ‘Kuch Khaas Hai’ (There’s Something Special), (1994)
You may know ‘Kuch Khaas Hai’ from its various re-launches and re-imaginings – after all, Mondelez India re-released a fresh take on its iconic 1994 spot for Cadbury Dairy Milk only recently.
The original Ogilvy ad, known for reshaping consumer perceptions of chocolates and depicting women in a non-traditional role, remains a standout in Indian advertising history, according to Lowe Lintas executive VP Shipra Chinchankar.
“There are ads, and then there are ads that are etched in your heart,” Shipra says.
“There are ads that pass by, and then there are ads that make you wish it was you in those 30 seconds.
“There are ads that convey something, and then there are ads that break the rules of the game.
“There are ads that tell you the logic, and then there are ads that create pure magic.
“The Cadbury Dairy Milk "Kuch Khaas Hai" ad is a rare gem in advertising, transcending the usual to become a unique piece of storytelling. It's not just about selling chocolate; it's about capturing a pure, relatable moment in a way that few ads ever do.
“The ad validated “craziness” as a pure, innocent act of love. Typically, a high point in any situation is a winning moment, but in this, it was trumped by an unusual expression of joy. The sight of a woman running onto the cricket field to celebrate, breaking all norms with her unrestrained happiness, is both unexpected and unforgettable. It’s a moment that resonates deeply, making the ad feel not just memorable but truly immortal.
“Way ahead of its time? Or shall we say timeless!”
Coca Cola, ‘Thanda Matlab’, (2002)
When it comes to ‘slice of life’ advertising, the "Thanda Matlab Coca-Cola" campaign, featuring Aamir Khan, stands alone as an authentic depiction of life in rural India, with Coca-Cola depicted as a cooling and refreshing solution in the scorching heat.
Its relatable, culturally rooted stories helped the brand connect deeply with the masses, expanding its reach beyond metropolitan areas.
Shipra Chinchankar says the McCann ad is an example of a brand understanding the pop-culture environment in which it wants to exist.
“The "Thanda Matlab Coca Cola" campaign is a brilliant example of how a brand appropriates pop culture and becomes immortal in the pop culture itself,” Shipra says.
“It’s an example of how an international brand takes the effort to bring in the Indian cultural lens and completely nails it.
“Coca-Cola's strategy to appropriate the Hindi word "Thanda," commonly used in India to refer to any cold beverage, was a masterstroke. By associating "Thanda" with Coca-Cola, the brand entered millions' everyday vocabulary and positioned itself as the go-to refreshment in a hot and humid country like India.
“What works for this campaign?
Cultural Resonance: Coca-Cola identified and appropriated a local term, embedding itself in everyday conversations across India.
Memorable Tagline: The simplicity and relatability of "Thanda Matlab Coca-Cola" made it an instant hit, easily remembered and repeated.
Star Power: Aamir Khan's endearing and relatable performances in the ads resonate deeply with the Indian audience.
“This campaign is a blend of cultural insight and brilliant creativity that remains a landmark in Indian advertising, solidifying Coca-Cola's place in the hearts of millions.”
Pepsi, ‘Yeh Dil Maange More’ (This Heart Desires More) (1998)
Released in 1998, the Pepsi "Yeh Dil Maange More" campaign starred Sachin Tendulkar and a young Shahid Kapoor, alongside the cast of Bollywood romance Kuch Kuch Hota Hai, creating a memorable ad that resonated with both film and cricket fans. The tagline became a staple in Pepsi’s advertising, featuring prominent Indian cricketers, and played a significant role in PepsiCo’s success in India.
According to Kishore Subramanian, president and CSO of Mullen Lintas, the JWT spot reflected the heart and soul of India.
“The ad genuinely reflected the dreams and aspirations of 1.2 billion Indians when it came out,” Kishore says. “Even 25 years later, the fact that it still captures the spirit of the nation truly qualifies to be called an immortal ad.
“In a nation starved of heroes, Sachin stood out as a true giant, with almost every kid across the country wanting to grow up to be the next Sachin.
“Pepsi and JWT beautifully immortalised this deep desire of every Indian. The ad was picturised in heartland India with a track and a line which beautifully brought out the social ethos of the time. And the genuinely masterful touch was the simple device of the humble paper mask, which truly democratised the idea of ‘Yeh Dil Mange More’.”
Surf Excel, ‘Daag Achhe Hai’ (2005)
Surf Excel’s 'Daag Acche Hain' campaign, launched in 2005 by Lowe Lintas, shifted focus from detergent's functional cleaning properties to celebrating stains as a part of children's learning experiences.
By portraying kids getting dirty for good reasons, the campaign promotes Surf Excel's philosophy that "if something good comes from stains, they are good."
Kishore Subramanian reflects on the campaign that kick-started Surf Excel’s rise to a household name in India.
“Daag Achhe Hain are the three words that have directed the fortunes of Surf Excel for over two decades,” Kishore says.
“Those three words have pivoted a humble laundry detergent almost into an aid in imparting life lessons.
“When brands and agencies stay true to powerful ideas over a long period of time, it is natural that there will be a huge body of work on the idea. But of all the work on Surf Excel, one film stands head and shoulders above the rest, ‘The Puddle War’.
“The power of the storytelling lies in the use of a simple, almost ubiquitous instance which happens in almost every Indian home: the beating of inanimate objects as a payback for a hurt kid.
“All that, set in the charming relationship between the siblings beautifully lands the brand’s unique point of view.”
Whisper, ‘Touch the Pickle’ (2015)
Whisper's "Touch The Pickle" campaign, launched by P&G India in collaboration with BBDO India, sought to challenge the deep-rooted taboos surrounding menstruation in Indian society.
In many parts of the country, menstruating women face restrictive customs such as being forbidden from entering temples, kitchens, or even touching water and plants, due to beliefs that they emit negative energy. Some are even confined to separate rooms.
These regressive norms are often accepted without question, perpetuating ignorance and inaction. Whisper’s campaign aimed to empower women and challenge these outdated beliefs by encouraging them to 'touch the pickle' — a symbolic act of breaking the taboo.
The campaign’s powerful message resonated globally, winning the prestigious Glass Lion Grand Prix at the Cannes International Festival of Creativity in 2015.
Ariel, ‘Share the Load’ (2019)
Ariel and BBDO India's #ShareTheLoad campaign has grown into something more; a movement starting to go worldwide, with each iteration continuing its mission of promoting gender equality in household chores.
Since its inception in 2015, the campaign has encouraged men to share domestic responsibilities, reducing the percentage of men who view household tasks as solely women’s work from 79% to 25%.
The 2024 edition introduces the concept of the ‘HomeTeam,’ emphasising the need for men to not only share physical chores but also the mental load of managing a household. The campaign features Aisha, a professional hesitant to travel for work, fearing her household won’t cope in her absence. Her husband’s eventual realisation of his role in the ‘HomeTeam’ highlights the campaign’s message: equality at home is crucial for women’s empowerment and career progression.
By addressing the unseen burden of domestic responsibilities, Ariel aims to foster genuine partnership and equality in households.
Happy Dent, ‘City Light’ (2006)
The classic TVC for Happydent White reimagined the concept of dazzling white teeth as a light source, with users lighting up entire homes, buildings, and a city.
The brand’s earlier campaigns, also with McCann, featured bright smiles standing in for a photographer’s flash. ‘City Light’ built on this theme, portraying a world illuminated by humans' sparkling teeth. The ad follows a man rushing to a palace, where people are perched on street lights and chandeliers, using their teeth to provide light. Upon arrival, he joins the chandelier, flashing his brilliant teeth and lighting the whole kingdom.
Directed by Ram Madhwani, the film, accompanied by Sufi music, infuses humour to engage consumers and transcend economic and social barriers.
Airtel, ‘Replayed 175’ (2023)
In a country as cricket-mad as India, it’s hardly surprising that when their first two Immortal Awards finalists were announced in 2023, one was an homage to their greatest cricketing moment.
Developed by Leo Burnett India, Airtel’s campaign used cutting-edge technology to recreate Kapil Dev's iconic 175-run innings from the 1983 Cricket World Cup, a match that, due to a BBC strike, was never recorded. The campaign positioned Airtel as a forward-thinking leader in telecommunications by demonstrating the immersive capabilities of 5G technology.
On that day in 1983, India’s finest faced the two-time defending world champion West Indies in an uphill battle at Lords, London. Similarly, the team behind ‘Replayed 175’ faced significant challenges of their own. Due to the lack of recorded footage, they relied instead on interviews with Kapil Dev, players, and spectators to accurately reconstruct the match.
The result was a highly immersive experience, blending 4K video and interactive holograms, allowing viewers to witness a pivotal moment in Indian cricket history. The campaign received an 8-ball from Leo Burnett’s Global Product Committee for its innovative use of technology and emotional connection, showcasing how 5G can transform consumer experiences in sports and beyond.
Oreo India, ‘#BringBack2011’ (2023)
The other of India’s two inaugural Immortal Awards finalists was Oreo India’s own celebration of cricket.
Also through Leo Burnett, India Mondelez relaunched OREO with the campaign ‘#BringBack2011’ in homage to their most recent world cup winning team of 2011.
The campaign centred around cricket nostalgia, and featured 15 limited-edition cookies embossed with cricket themes and special packaging. The campaign drew on the excitement of the 2011 Cricket World Cup, seeking to recreate the feeling of victory by blending OREO with cricket culture.
The spot features then Indian captain MS Dhoni, who reappears in his 2011 avatar for a surprise press conference promoting OREO.
The campaign included a 360-degree marketing approach with on-ground activations, influencer collaborations, and social media engagement. The launch also saw a special edition front page in TOI and a music video by influencer Yashraj Mukhate.
Nike, ‘Make Every Yard Count’ (2014)
Nike India's "Make Every Yard Count" campaign, directed by JWT India's Senthil Kumar, is infamous in India, celebrating the country's cricket-obsessed youth.
The fast-paced spot features 1,440 young cricketers, utilising over 200,000 crowd-sourced images shot by 108 photographers from cities, towns, and remote areas across India. To create the ad, fans were invited to contribute their own photos, with the aim of capturing the raw energy and action of cricket on and around the country's numerous 22-yard pitches, from streets to stadiums.
The resulting unique photography style, inspired by the limitations of video cameras in rural areas, required stitching together 12-20 images per second. This innovative co-creation effort spotlights the spirit of teamwork, showcasing the future of Indian cricket in a way that was accessible and inclusive to fans everywhere.
Vice Media, Unfiltered History Tour (2022)
Dentsu Creative India's "The Unfiltered History Tour" was a ground-breaking project that exposed the British Museum's colonial past using augmented reality. Winning multiple awards at Cannes Lions 2022, including three Grands Prix and a Titanium Lion, the campaign offered an alternative museum experience, allowing visitors to explore the hidden histories of looted artefacts.
Born out of inspiration from Vice's docuseries Empire of Dirt, the campaign leveraged interactive Instagram filters and podcasts to reveal the voices of cultures affected by colonial plundering. Despite the challenges of the COVID-19 pandemic, including travel restrictions and personal hardships, the team adapted by remotely scanning museum exhibits and creating tailored filters.
The project’s guerrilla-style execution, without the museum’s permission, garnered over 18 million impressions and 100,000 participants. More importantly, it sparked a dialogue among younger audiences, giving them a more balanced view of history. This creative success has further fuelled Dentsu’s reputation, inspiring diverse talent from across India.
Cadbury, Shah Rukh Khan-My-Ad (2021)
Cadbury, in partnership with Wavemaker India, launched the second edition of their ‘Not Just A Cadbury Ad’ campaign, part of the ‘Iss Diwali Aap #KiseKhushKarenge?’ initiative, featuring Bollywood superstar Shah Rukh Khan.
Aimed at supporting small businesses during Diwali, the campaign uses AI-powered technology developed by Rephrase.ai to create personalised ads for over 2,000 local retailers across India. Consumers and shopkeepers can also make ads for their favourite local stores on the dedicated platform, notjustacadburyad.com.
Expanding from its 2020 version, the campaign now covers 500 pin codes and 2,000+ stores, including grocery, retail, and home décor outlets. Additionally, it incorporates hyperlocal outdoor ads, displaying store names by area, to further engage local communities.
The Immortal Awards entry system is now open and entries into competition will be accepted until September 5th 2024. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 1st 2023 and August 31st 2024.
Every member of LBB is entitled to up to five entries. The full list of rules, including eligibility dates, can be found here.
If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today.
If you have any questions about The Immortal Awards or need any help with your entries, please contact awards directors Paul Monan (paulm@lbbonline.com) and Emma Wilkie (emma@lbbonline.com)
Thanks to our wonderful Immortal Awards partners
JSM Music
Boomtown Productions | Our Lego Agency | Park Pictures
The Lift | Whitehouse Post
86Tales | Banjoman | Brill Building | Chelsea Pictures | Company 3
Framestore | Screen Scene | Zulu Alpha Kilo
ARC Edit | Fin Design & Effects | Gramercy Park Studios
Kruger | Ridley Scott Associates | UNIT
