Hit or Miss: The week in ads

Posted on 24th Nov 2025

Here’s a look at this week’s ads, showcasing what’s working in the current landscape and what still feels like a miss

by Soumya Gawri
Published: Nov 22, 2025 9:06 AM | 4 min read

India’s branded content ecosystem is in a phase where sharp storytelling, creator-driven narratives, and culturally tuned moments are deciding what cuts through and what gets ignored, and this week is not different. With shrinking attention spans and crowded social feeds, brand films now compete not only with other ads but with all forms of entertainment. The result is a wave of highly experimental formats, creator collabs, playful OOH stunts, celebrity-led emotion pieces, and short, snackable reels designed for instant recall. Yet, not all attempts land equally.

Some campaigns effectively balance creativity and brand clarity, achieving high shareability. Others rely more on celebrity endorsements or gimmicks, which can make the core message less memorable over time. The following six ads this week, highlight this contrast, revealing what’s working in the current landscape and what s

Kusha & Kenny for Mokobara

This ad works because it pairs two naturally witty creators with a brand that already positions itself as young, stylish, and travel-forward. Their signature humour doesn’t feel forced, and the banter builds a relatable “everyday travel problem” narrative. The reel format also perfectly suits Mokobara’s digital-first audience. Strong recall, creator credibility, and seamless product integration make it a clear hit.

Myntra Now Edible Billboard

Myntra’s edible billboard stunt is a rare example of OOH made relevant for social media. It’s playful, surprising, and designed for virality, the kind of idea audiences share simply because it’s fun. The “we really did that” vibe adds authenticity, and the visual spectacle ensures the brand stays at the centre. A smart, clutter-breaking hit that merges offline theatre with online buzz.

Denver “Scent of Success” Ad

While the campaign leans heavily on aspirational tonality and a high-glam setup, the storytelling feels predictable and lacks freshness. Perfume ads often fall into the trap of style without narrative depth, and this one doesn’t differentiate Denver clearly from competitors. The celebrity presence adds recall but not emotional pull, making this execution visually polished but ultimately a miss.

Mr. DIY ft. Rajkummar Rao

This ad smartly blends humour with brand purpose, Rajkummar’s quirky genie persona makes the film instantly entertaining. The product message is simple, direct, and repeated visually, ensuring strong recall. The light-hearted performance and bright colour palette make it highly scroll-friendly. The film nails mass-market relatability while keeping the tone fun, making it an effective hit.

OPPO India - “All the Best”

OPPO’s ad stands out because it focuses on emotion and self-expression rather than product pushing. The energetic, cinematic treatment paired with youthful characters creates a mood that resonates with its target audience. The narrative promotes individuality and optimism, values the brand has owned consistently. High production quality and strong pacing make this a feel-good, share-worthy hit.

Dabur Chyawanprash × Akshay Kumar

Although built around fitness and immunity, the ad feels formulaic and overly dependent on the celebrity persona. The messaging aligns with Dabur’s legacy but lacks a fresh creative hook, making it blend into the sea of health-focused commercials. While credible, it doesn’t deliver a standout moment or memorable line, resulting in a safe but forgettable execution, a miss.