Great advertising often lies in the ability to say, “that’s so true,” before you even realise you’re watching an ad. This week, brands leaned heavily into that instinct, transforming everyday scenarios into stories that felt both entertaining and familiar. From quirky humour to immersive experiences and culturally rooted insights, the work didn’t just aim for attention, it aimed for resonance. Here’s 7 campaigns which nailed the art of being relatable.
Fevicol
Fevicol once again finds brilliance in the everyday, turning the humble kursi into a sharp metaphor for power, ambition, and social hierarchy. The film taps into a deeply Indian cultural truth: chairs are never just furniture; they signal authority, status, and the constant game of who holds control. Through subtle observation and layered humour, the narrative captures how a single seat can carry outsized meaning across homes, offices, and institutions.
What elevates the campaign further is Fevicol’s signature storytelling style: simple, relatable, yet quietly profound. ‘Kursi Pe Nazar’ reflects society back at itself. It also marks the end of an era, being the final campaign crafted by Piyush Pandey, whose creative legacy has long defined Fevicol’s iconic voice.
Goibibo
Goibibo leans fully into character-driven chaos with Sunil Grover and Kiku Sharda leading the charge. The films build on their comedic strengths: eccentric personalities, escalating absurdity, and rapid-fire banter that spirals delightfully out of control. Just when things peak, Rishabh Pant steps in as the composed disruptor, grounding the madness with a sharp, memorable line that ties everything back to deals.
The campaign thrives on contrast: disorder versus clarity, confusion versus solution. By letting humour do the heavy lifting, Goibibo ensures the messaging doesn’t feel transactional. Instead, “Dealpanti” becomes a catchy cultural hook that sticks, making deals feel less like a feature and more like a personality trait.
Myntra
Myntra Beauty addresses one of the biggest barriers in online beauty shopping: overwhelm. With an explosion of choices, ingredients, and trends, the platform positions itself as a guide rather than just a marketplace. The films showcase everyday moments of confusion, from skincare routines to trend adoption, and resolve them through personalised recommendations and curated discovery.
Alia Bhatt plays a key role as a reassuring, familiar presence, easing users through decision-making. The campaign smartly aligns with shifting consumer behaviour such as ingredient awareness, global beauty trends like K-beauty, and the rise of Gen Z shoppers, while reinforcing Myntra’s scale and tech-driven personalisation as solutions to modern beauty dilemmas.
Amazon
Amazon builds its campaign around a simple but powerful behavioural truth—Indian consumers rarely settle on the first option. “Aur Dikhao” captures this instinct perfectly, turning a common phrase into a brand idea that celebrates exploration, comparison, and choice. The campaign positions Amazon as the ultimate enabler of this mindset, offering endless variety across categories.
Beyond messaging, the campaign expands into content-led commerce, integrating products into entertainment formats and leveraging creators and cultural moments like IPL. By blending discovery with engagement, Amazon moves beyond being a transactional platform to becoming part of the browsing journey itself.
Flipkart
Flipkart doubles down on the bizarre with ‘SASA LELE 2.0,’ amplifying everything that made the original campaign memorable: repetition, absurdity, and high recall. The idea of “a sale on top of a sale” is brought alive through layered messaging that mirrors the stacking of offers, discounts, and deals.
The campaign’s strength lies in its unapologetic weirdness. It embraces chaos as a creative device, using surreal visuals and an earworm hook to cut through clutter. By turning a sale into a cultural moment rather than just a promotional event, Flipkart ensures both attention and recall during a highly competitive shopping season.
Instamart x Go Zero
In a standout innovation, this campaign reimagines print as an interactive medium. By embedding an LED light into a newspaper ad, it recreates the experience of opening a refrigerator, instantly familiar and sensory. The moment the page turns, the light comes on, revealing a craving-led visual that connects seamlessly to both brands.
The brilliance lies in the contextual insight: the fridge as a shared space between instant delivery and indulgent consumption. It collapses the gap between desire and fulfilment into a single moment, demonstrating how even traditional media can deliver immersive, memorable brand experiences.
WanderOn
WanderOn taps into a growing restlessness among young travellers with ‘Chal De India,’ a campaign that nudges people to stop scrolling and start exploring. Instead of pitching destinations as checklist items, the brand reframes travel as a call to rediscover India’s depth, its landscapes, cultures, and everyday stories that often get overlooked in favour of the obvious.
At the heart of the campaign is experiential travel, moving beyond sightseeing to immersion. From living local lifestyles to engaging with regional cultures, WanderOn positions its curated journeys as a way to truly feel a place rather than just visit it. The idea is simple but compelling: every corner of India has a story, and this summer, it’s yours to step into.
