In a world where campaigns drop faster than reels refresh, standing out isn’t just about grabbing attention, it’s about earning it. Amid the daily ad parade of jingles, jump cuts, and product plugs, only a rare few manage to break the clutter and stick. These are the campaigns that don’t just sell, but say something, about culture, creativity, timing, and that sweet spot where storytelling meets strategy.
What makes these gems shine brighter? It’s the twist in the trope, the wink in the writing, the idea that dares to dig deeper. Whether it’s through humour that hits home, visuals that linger, or narratives that mirror real life with a wink, these campaigns don’t just play to the gallery, they play with it.
Marketing Mind has curated seven standout campaigns from brands this week that truly went beyond the brief, and left a creative imprint while they were at it.
Deconstruct
Deconstruct, a skincare brand, has dropped a fun, fresh digital campaign that’s here to change the way young Indians think about sunscreen.
This campaign is a cheeky response to the classic “no sunscreen” mindset that many Indians hold because of sticky formulas and uncomfortable wear. With three cheeky films set in super-relatable spots like cricket fields, office loos, and gyms, the brand gives a hilarious reality check to anyone still ghosting sunscreen.
Tackling the classic “sunscreen feels icky” excuse, the films introduce Deconstruct’s Gel Sunscreen as the ultimate summer BFF. The fun twist? Peer validation steals the show, with friends and colleagues turning into unexpected product endorsers.
Steering clear of the usual skincare sermon, the brand drops three cheeky films that tap into real-life. Through a smart blend of humour and peer-to-peer approval, the campaign flips sunscreen FOMO into skincare goals. It’s witty, wearable, and wonderfully on point for the Gen Z and millennial crowd who’d rather glow than grease. Sunblock, but with social proof and style? Now that’s a summer slay.
Link to ad films:
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DP World
When cricket meets cutting-edge tech and a whole lotta heart, you get DP World’s latest campaign film with Delhi Capitals, and it’s nothing short of a powerplay! This one’s not your average jersey-waving, crowd-cheering ad. Picture this: young cricket hopefuls training with life-sized holograms of KL Rahul, Faf du Plessis, Mitchell Starc, and the queens of the crease- Meg Lanning, Alice Capsey, and Sarah Bryce. Yes, actual 3D legends giving pep talks and pointers in the gullies of India.
The film isn’t just visually stunning; it hits hard on purpose too, celebrating how cricket can spark opportunity and empower communities. With vibrant local settings and a message that blends inspiration with innovation, DP World bowled everyone over by making mentorship literally larger than life.
Škoda Auto
Škoda’s latest campaign, Škoda Superstars, hits the gas on emotion and legacy, celebrating not just 130 years of global automotive grit and 25 years in India, but also the everyday dreamers with drive. Front and centre? Bollywood actor Ranveer Singh, Škoda Auto India’s first-ever ‘Brand Superstar’.
The film zips through time, drawing a smooth parallel between the iconic founders Laurin and Klement and today’s unstoppable go-getters. It’s a revved-up salute to passion, perseverance, and the roads people carve along the way.
CashKaro
In a swipe so sharp it could slice through a digital token, CashKaro’s latest ad film takes the “coins for everything” trend and flips it on its head, through a satire-soaked homage to India’s Got Latent. The ad doesn’t just borrow the vibe, it reimagines the frenzy as a full-blown roast of gimmicky coin-based reward systems.
Part of the larger #CoinsVSCashback campaign, this film brings punchlines, punchy visuals, and some unapologetic wordplay to call out the hyped-up promise of coins. With humour that lands and nostalgia that bites, the campaign skewers gamified chaos while spotlighting a no-nonsense way to actually save.
Created by CashKaro’s in-house Brand and Creatives team, the ad taps into nostalgia and virality to build CashKaro’s synonymy with genuine cashback- setting new standards for how rewarding online shopping can truly be.
Myntra
Myntra’s latest wedding season special has come with a twist of chaos and a generous helping of comic gold, thanks to actress Renuka Shahane. Conceptualised and brought to life by Only Much Louder (OML), the campaign drops viewers right into the whirlwind of a joint family’s back-to-back wedding bonanza, where no event is too small for a themed outfit and every function feels like a full-time job.
With her trademark charm and brilliant timing, Shahane plays the ultimate wedding multitasker, juggling Haldi to Reception with equal parts grace and giggles. All while subtly spotlighting Myntra as the go-to wardrobe wingperson for desi wedding marathons.
Britannia Gobbles
The Britannia Gobbles advertisement is a well-crafted and engaging campaign that effectively communicates the brand’s product refresh while appealing to a broad audience through humor, nostalgia, and emotional resonance. The ad showcases the enhanced Britannia Gobbles cake, now available in improved Fruit, Chocolate, Pineapple, Orange, Milk, and Butter flavours — all boasting a significantly softer texture and richer taste.
What sets this campaign apart is its clever central theme, Badey Badon Ko Pighla De (Even the toughest melt). The digital film features iconic characters Daya and ACP Pradyuman from the popular television series CID, reimagined here as members of the “Cakes Investigation Department.” In a humorous and unexpected twist, these typically stern characters are completely disarmed by the deliciousness of the Gobbles cake, highlighting the product’s irresistible softness and flavour.
Stake
In a bold move, online betting platform Stake has launched a surprising ad campaign starring some of India’s most famous but offbeat social media influencers.
The ad is different from Stake’s usual style of using influencers. It features bold and controversial creators like Puneet Superstar, Deepak Kalal, and Poonam Pandey, along with actor and comedian Vibhu Varshney (also known as Dilsepaneer). Together, they act out a funny and dramatic family scene, with gambling as the main joke.
The quirky ad starts in a home, where Dilsepaneer is lounging on the couch, confidently making cricket match predictions like a typical “sofa expert.” His on-screen wife, played by Poonam Pandey—famous for her bold social media posts—tells him to take a break. Then Puneet Superstar bursts in with his trademark squeal, asking for a loan. Things get even more chaotic when Deepak Kalal calls Puneet from outside, revealing that Pandey has left Dilsepaneer for him, all while casually placing a bet on Stake.
What makes this ad especially daring is that it comes just a few months after India’s Ministry of Information and Broadcasting (MIB) clearly told social media influencers not to promote offshore betting sites. Back in March 2024, the Ministry warned against advertising gambling platforms, even if they were trying to hide it through indirect or “surrogate” ads.
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